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Pay Per Click Reporting Tool
User Guide
Pay Per Click Reporting
User Guide
Welcome to the Network Solutions® Pay Per Click
Reporting User Guide
This guide will teach you how to access reports about Pay Per Click (PPC) ad campaigns and
how to use specific tools so you can track different aspects of a PPC campaign. Pay Per Click
advertising is one of the easiest and least expensive ways to advertise your business online.
By reviewing the reports offered by Network Solutions®, you will be able to track one or more ad
campaigns quickly and easily in order to determine the best course of action for your online
business.
Additional technical details can be found at our Customer Service site:
http://www.networksolutions.com/help/
And, our Customer Service Representatives are available to help you at 1-866-391-4357. Please
select a topic to get started.
Table of Contents
PPC Basics
What is Pay Per Click Advertising?
How Does PPC Work?
Advantages of PPC
Network Solutions PPC Services
Accessing PPC Reports
Logging in
Finding Your Way Around
Navigation Menu
Lead Tracker
Ad Agent
Traffic Center
Activity Summary
Zeroing in on a Campaign
Selecting Dates
Performance Data and Tools
Clicks and Leads Per Day
Recent Leads
Top 5 Ads
Top 10 Keywords
Budget Used
Visitors Referred by Search Engines
Location of Visitors
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Pay Per Click Reporting
User Guide
Glossary
What is Pay Per Click Advertising?
Pay Per Click Advertising involves creating and placing ads at the top or right-hand side of search
results pages. Many businesses use these ads to persuade people to visit their Web sites.
In order for a PPC ad campaign to be successful, you must 'bid' on keywords that best define
your business so your ad will appear on appropriate keyword search result pages.
How Does PPC Work?
Instead of paying a flat fee each month to place ads on keyword search result pages, you will be
able to keep advertising costs low by only paying when people click on your ad. Bid amounts vary
based on the keywords you want to use.
You will work with your Sales Representative and Account Manager to determine a proper pay-
per-click budget based on the type of industry you are in and your marketing budget.
You can increase or decrease the amount of estimated clicks each month.
Advantages of PPC
The main advantages of PPC are:
1. Cost – Your budget is consumed by the clicks and leads your ad receives each month.
2. Speed – Most PPC ad campaigns are up and running in 5-7 business days.
3. Control – Your analyst will work to control what Internet users see when they view your ad or
click through to your Web site.
4. Timing – Set up your ads to run only when you want them to.
5. Targeted – Easily hit your target audience by using the proper keywords and ad copy.
6. Calculation – PPC is easily measured. Marketers are able to get raw data about ad
campaigns within seconds and can easily determine the cost per lead or acquisition.
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Pay Per Click Reporting
User Guide
Network Solutions PPC Services
Network Solutions creates and manages pay per click advertising for
you. We offer:
PPC campaign set-up and management including daily monitoring of how your ads are
performing.
Multiple ways to generate leads for your business through phone calls, emails, form submissions,
high-value landing pages, and shoppoing cart checkouts.
Local advertising through targeted PPC ads.
Creation of online ads that send phone calls to your business when a visitor clicks on your ad.
Phone call tracking enables us to record the phone calls your ads drive. You can log into our
reports and listen to these phone calls at your leisure.
On-demand reporting to help you understand how your ads are performing and where leads are
coming from.
This User Guide is designed to help you utilize the PPC Reporting Tool offered by Network
Solutions. Use this guide as the first step toward accessing and analyzing the results of your
managed PPC campaigns.
Accessing PPC Reports
Logging In
To access your account and view reports for your PPC campaign:
1. Go to http://www.networksolutions.com and click the Manage Account tab in the top
menu.
2. Log-in using your user ID and password. Click the I've forgotten my User ID or password
if you do not remember your login information.
3. If login is successful, you will be directed to Account Manager where you can view and
manage all products from Network Solutions.
4. Select Online Marketing > Manage Marketing Tools. Click Pay Per Click.
5. Scroll down to View Full Reports to access PPC reports.
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User Guide
Finding Your Way Around
Network Solutions® PPC Reporting Tool is the first screen you should see. This screen is
a high-level overview of your campaign performance, which includes data such as:
Daily clicks and leads
Most recent leads
Top performing ads and keywords
Budget usage
Visitor traffic
The name of your Web site, which is the target of the current campaign, should appear in the top
left corner of the reporting window.
You can return to this view at any time by selecting Dashboard in the navigation menu on the
left. Figure 1 below is an example of the PPC Reporting Tool front page.
Figure 1
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Pay Per Click Reporting
User Guide
Navigation Menu
Use the navigation menu located on the left side of your PPC Reporting Tool to switch between
views. The currently selected navigation tab appears in the contrast color (Figure 1).
Figure 2
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Lead Tracker
Use Lead Tracker to view detailed information about captured leads that include daily lead count,
recent leads, geography of your leads, leads by type (e.g., e-mail versus phone) and leads by
search engine (Google®, Yahoo® or other) See Figure 1. Click the Lead Tracker button located
in the Navigation Menu to the left of your screen.
Figure 2.1
For additional information, use the submenu options:
Click Lead Viewer to view a deeper level of detail for each individual lead. For example,
you can review recorded phone calls or messages submitted through lead forms. The
same view is also available by clicking View Full Report located in the Recent Leads
section of the Dashboard.
Click Lead Map to get an idea of which area of the country is generating the most
interest in your business. The same view is available by selecting the Leads radio button
at the bottom of the Dashboard where the map is displayed.
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Ad Agent
Ad Agent can help you discover the top performing ads and keywords in your PPC ad campaign
(Figure 1). Click Ad Agent located on the Navigation Menu to the left of your screen. This
information is also available from the View Full Report links that can be found in the Top 5 Ads
and Top 10 Keywords sections of the Dashboard.
Figure 2.2
Use the submenu options to do the following:
Click Ad Performance to go directly to a detailed break-down of your top performing
keywords. This information is also available through the View Full Report link in the Top
10 Keywords section of the Dashboard.
Click Budget to get a closer look at how your budget is being spent. This information is
also available through the View Full Report link in the Budget Used section of the
Dashboard.
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Traffic Center
The Traffic Center offers access to information on visitor traffic generated by your campaign,
including visits per day (broken down into new and return visitors), most recent visitors, visitors
referred by search engines, most frequently visited pages, and geographic location of your
visitors (Figure 1). Click the Traffic Center button located on the Navigation Menu to the left of
your screen.
Figure 2.3
Use the submenu options to do the following:
Click Visitors to learn all you can about visitors to your site, where they are located,
number of pages viewed and number of leads generated (Figure 2).
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Pay Per Click Reporting
User Guide
Figure 2.4
Click Page Visits to gain insight into the most frequently visited pages as well as pages
where visitors exit your site. The data is grouped by referrer, including Google, Yahoo
and other sources. Click the arrow next to each group to access the next level of detail.
Figure 2.5
Click Visitor Map to view areas of the country where site visitors are coming from (Figure
3). This view is also available in the map area at the bottom of the Dashboard.
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Activity Summary
For your convenience, an Activity Summary of your campaign is available on the left-hand side
of the Reporting Tool below the navigation options (Figure 1). Here you can get quick statistics
on:
1. Visitors – total visitor count, number of returning visitors and daily visitor average.
2. Visits – average number of pages viewed and average time up to the second spent on
each page.
3. Leads – total number of leads, average daily lead count and average lead quality (or the
value of each lead to your business).
Click the arrow next to Leads by Referrer to get the number and average quality of
leads received from search engines.
Use the arrow next to Leads by Type to assess the number and quality of leads coming
from the shopping cart, forms, e-mails, high-value pages and phone calls.
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Pay Per Click Reporting
User Guide
Figure 3
The summary activity data is available for the last month, past 24 hours, past 7 days and
campaign lifetime.
Zeroing in on a Campaign
Using the PPC Reporting Tool, you can view data on all campaigns you set up with Network
Solutions®. You can also zero in on a specific campaign.
From the Dashboard or any other section on the PPC Reporting Tool, click the
Campaign drop-down menu at the top of the screen (Figure 1). The list of all your current
campaigns is displayed.
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Pay Per Click Reporting
User Guide
Figure 4
“All” is the first option on the list. Use this option if you want to see reports on all your
campaigns at the same time.
Select from the list of your PPC campaigns to view analytics for a specific campaign.
Selecting Dates
You can select a specific date range for which you would like to get performance data. The
current date span is displayed at the top of the Reporting screen, next to the Campaing drop-
down (Figure 1).
Figure 4.1
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User Guide
To select different dates:
Click the Date Range field (Figure 2)
Figure 4.2
Select new dates using the calendar. Click the left arrow to scroll to the previous month
or the right arrow to scroll forward.
When finished, click Apply to select the new dates. The drop-down window disappears
and the new dates are displayed in Date Range field.
Performance Data and Tools
The Performance Data and Tools section is organized into seven sections:
Clicks and Leads Per Day
Recent Leads
Top 5 Ads
Top 10 Keywords
Budget Used
Visitors Referred by Search Engines
Location of Visitors
Use the View Full Report links located in these sections to access additional performance
details.
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User Guide
Clicks and Leads Per Day
The Clicks and Leads per Day graph can be found at the top of the page next to the Navigation
Menu (Figure 1). This is the daily count of clicks and leads for all your campaigns.
Figure 5.1
Select the checkbox next to Total to view the data for all campaigns or choose a specific
campaign from available checkboxes. Campaign graphs appear color-coded.
Use the radio buttons in the top right corner to toggle between Clicks and Leads per
Day and Leads per Day by Lead Type(Figure 2). Available lead types are shopping cart,
form, e-mail, phone and high-value page. The graphs for various lead types appear in
different colors.
Figure 5.2
Hover over any point on the graph to display a pop-up with the number of clicks or leads
on that day.
Recent Leads
Review your latest leads in the Recent Leads located below Clicks and Leads Per Day (Figure
1). View lead types, source of leads (customer phone number, e-mail address, etc.), date and
time each lead originated and lead rating. Click column headers to sort the data in the desired
order.
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Pay Per Click Reporting
User Guide
Figure 5.3
Click the View Full Report link at the bottom of this section to get complete details on
each lead.
Figure 5.4
In the Leads Viewer (Figure 5.4):
Use the drop-down menu in the top right corner to filter leads by type (e.g., phone versus
e-mail leads).
Click column headers to sort the list in the desired order.
Select the lead you are interested in. Lead details appear in the bottom half of the screen.
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Pay Per Click Reporting
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To listen to a phone call recording, press the play button -
Rate the quality of your leads in the Quality Rating of Lead section by clicking the star
that represents the desired rating -0 to 5 with 5 as the highest.
In addition to accurately reflecting the value of each lead for your business, the rating helps our
analysts understand what you consider a good lead, which, in turn, allows us to create the most
effective PPC campaign for your business.
Top 5 Ads
Top 5 Ads can give you a better idea of how your campaigns are performing. Located below
Recent Leads, the headline of each ad is displayed along with a green and blue bar. The green
bar represents clicks received. The blue bar represents conversions.
To get the specific number of clicks or conversions, hover the mouse over the blue or green bar.
A pop-up with additional information will appear.
Figure 5.5
To get a complete report on your Top 5 Ads:
Click the View Full Report link at the bottom of this section.
A detailed Pay Per Click report is displayed with a section on the Top 5 Ads that lists the
headlines of all your ads (Figure 5.5, Figure 5.6).
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Figure 5.6
Top 10 Keywords
Your top performing keyword phrases appear in the Top 10 Keywords section located next to Top
5 Keywords (Figure 5.7). The green bar represents clicks received. The blue bar represents
conversions.
To get the specific number of clicks or conversions, hover the mouse over the blue or green bar.
Details will be displayed in a pop-up box.
Figure 5.7
To learn more about the specifics of each of your top keywords:
Click View Full Report at the bottom of the section.
All current keyword phrases are listed with details on the search engine where keywords
are advertised, number of impressions, clicks, click-through rate, conversions and
conversion rate.
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User Guide
Figure 5.8
Click the column headers to sort the keyword list in the desired order (Figure 5.8).
Budget Used
The Budget Spent section of the PPC Reporting Tool features a bar that gauges the amount of
campaign budget spent in the current ad cycle. It also provides valuable information on:
Your remaining budget.
The start and end dates of both the current and the previous advertising cycles.
The next date your account will be charged as well as your previous billing date.
The actual amount your campaign(s) spent in the previous advertising cycle and any
amount carried over the to current cycle.
The green bar indicates the amount of budget spent to date in the current advertising cycle.
Figure 5.9
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User Guide
To view additional details:
Click View Full Report at the bottom of this section. A detailed budget report is
displayed.
Figure 5.10
In the Budget Consumed by Day section, roll the mouse over any of the bars to view
the actual dollar amount spent on that day (Figure 5.10). The Y axis of the graph
represents the budget spent in dollars.
Use the Budget Details section to analyze your spending by day. Information includes
the dollar amount, as well as the number of clicks and leads by type (such as high-value
page, shopping cart purchases, phone calls, and others).
In the Totals row, you can get the total amount of budget spent, along with the total
number of clicks and leads received in the date range you selected for the report (Figure
5.10).
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Visitors Referred by Search Engines
Next to the Budget Used section, you will find a pie chart illustrating the percentage of visitors
referred by major search engines, including Google® and Yahoo®, as well as smaller search
engines and directories (Figure 5.11).
Figure 5.11
To view the actual number of visitors, hover the mouse over the desired section of the pie chart.
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User Guide
Location of Visitors
This section of the PPC Reporting Tool includes a map (Figure 5.12) depicting where your Web
site visitors come from. Green markers are used throughout to indicate new visitors. Blue
markers are used for returning visitors. Clicking a marker displays details of each particular
visitor, including city and state, last visit, total number of visits, total pages viewed, and number of
leads from this visit. This map is located toward the bottom of the page.
Figure 5.12
In the map section, you can:
Toggle between visitors and leads using the radio buttons in the top right corner. Leads
are color-coded based on type (e.g., blue marker for a phone lead).
Zoom in and out of the map view using the “+” and “-” buttons in the top left corner.
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Glossary
Bid The maximum amount you are willing to pay each time your ad is
clicked by those browsing the Internet. To use specific keywords
for you PPC ad campaign, you must bid on them first.
Click The action of clicking an online ad or search engine listing and
causing it to redirect users to another Web page.
Click through rate (CTR) The number of times an ad is clicked on divided by the number of
times your ad is shown.
Conversion A conversion is when a customer takes the desired action on your
Web site. This could include filling out a form, signing up for a
newsletter, calling your business, or making a purchase.
Conversion rate The number of visitors that converted on your site divided by the
number of visitors to your site. This is the rate at which visitors
completed the desired goal of your Web site.
Cost per Conversion The cost of acquiring a customer.. This cost is calculated by taking
the total cost of advertising divided by the number of conversions,
which could be a phone call, form submission, e-mail, or sale.
High-value page A web page that has the biggest impact on your site success. You
want to draw visitors to this page and use this page to convert
visitors to customers.
Keyword A word or phrase that an Internet user types into a search engine
to find relevant Web sites.
Landing page A Web page where people go once they click on an online ad or
search engine listing. Examples of landing pages are product
pages with a Purchase button, newsletter sign up forms or
download pages for trial software.
Lead An event triggered by a visitor to your site that usually contains
information about a potential customer. For example, a person
who clicks on an ad and then completes an inquiry form is
considered a lead.
Pay per click (PPC) A form of online advertising (such as paid search engine listings or
banner ads) where you pay only when the visitor clicks on your ad.
Relevancy The relationship between a keyword and how well it describes the
products or services being sold, as well as the relationship
between the keyword and the content on the Web site. Relevancy
accurately depicts whether or not a person would utilize a keyword
to search for the products and/or services found on the site.
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Return on investment (ROI) The benefit gained in return for the cost of investing in advertising
for your Web site. ROI can be measured by the following
calculation: “Total Revenues (generated from campaign or project)
minus Total Costs”.
Search engine A Web site that allows Internet users to search numerous Web
pages. Search engines have 'robots' or 'spiders' that crawl through
the Internet and index webpages. The index is then used for
searching. Google®, Yahoo®, MSN® and Ask™ are examples of
search engines.
Search engine marketing Specific plans that outline how Internet marketing should be
(SEM) conducted (PPC, Search engine optimization, keyword relevance,
linking campaigns, etc.).
Search engine optimization Specific plan that utilizes keywords and phrases on a Web site to
(SEO) attract search engine 'robots'. The goal of SEO is to increase Web
rank to attract more visitors to the site.
Tracking Recording and reporting statistical data on the number of visitors,
click-throughs, conversions and other information that help gauge
visitor response to your online ads.
Traffic The number of people who visit your Web site each day.
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