Client quests practice

What are the three main questions a client wants answered in a campaign report?

1. What happened? 2. Why did it happen? 3. What are we doing next?

What is the purpose of the Performance Summary?

To give a high-level overview of campaign results and whether business goals were met.

What should come first in a client report?

A summary of the most important business outcomes before diving into detailed metrics.

Why shouldn't you only present metrics to clients?

Clients care about what the numbers mean for their business and what actions will be taken.

What is the best framework for explaining campaign performance?

What happened → Why it happened → Business impact → Next steps.

What does CTR measure?

The percentage of people who clicked after seeing the ad. Formula: Clicks ÷ Impressions × 100.

How would you explain CTR to a client?

Out of everyone who saw the ad, this is the percentage who found it relevant enough to click.

What does CPC measure?

The average amount paid for each click.

How would you explain CPC to a client?

How much we're paying on average whenever someone clicks our ad.

What does Conversion Rate measure?

The percentage of visitors who completed the desired action after clicking.

How would you explain Conversion Rate to a client?

Of everyone who clicked the ad, this is how many became customers or leads.

What is CPA?

Cost Per Acquisition (or Cost Per Lead)—how much it costs to generate one conversion.

How would you explain CPA to a client?

The average amount spent to acquire one customer or lead.

What is ROAS?

Return on Ad Spend—how much revenue was generated for every dollar spent on advertising.

How would you explain ROAS to a client?

For every $1 spent on advertising, here's how much revenue was generated.

What should you explain if CTR increases?

Why more people clicked (e.g., better ad copy, stronger keyword relevance, improved targeting).

What should you explain if CPC increases?

Possible reasons include increased competition, higher bids, or seasonal demand.

What should you explain if conversions increase?

Which changes likely contributed, such as better ads, landing pages, or increased demand.

What should you explain if conversions decrease?

Whether the issue is traffic quality, website performance, seasonality, or reduced demand.

What should you include after reporting the metrics?

Key insights explaining what drove the results.

What is an optimization section used for?

To show the actions taken to improve campaign performance.

Give examples of campaign optimizations.

Adding negative keywords, testing ad copy, adjusting bids, reallocating budget, improving audiences.

What should the Next Steps section include?

Specific actions you'll take based on the results.

Why is context important in client reporting?

It helps clients understand why metrics changed instead of just seeing numbers.

How should you explain increased spend if results also improved?

Higher investment generated more conversions or revenue while maintaining efficiency.

How should you explain increased spend if efficiency declined?

Explain the cause and the optimization plan to improve performance.

How do you answer 'Why did performance improve?'

Identify the biggest drivers such as higher CTR, lower CPC, better conversion rate, or increased demand.

How do you answer 'Why did performance decline?'

Identify the primary cause, explain its impact, and outline corrective actions.

How should you present KPIs?

Show current value, previous value, and the change over time.

What business metrics matter most for lead generation campaigns?

Conversions, Conversion Rate, and CPA.

What business metrics matter most for ecommerce campaigns?

Revenue, ROAS, Conversion Value, and CPA.

What is the difference between a metric and an insight?

A metric is a number; an insight explains what the number means.

Why are recommendations important in a report?

They show proactive account management and provide a clear plan moving forward.

How would you explain impressions to a client?

The number of times people had the opportunity to see the ad.

How would you explain clicks to a client?

The number of people who visited the website after seeing the ad.

How would you explain campaign performance in one sentence?

Campaign performance measures how effectively advertising achieved its business goals.

What is the goal of a client report?

To communicate results clearly, explain why they happened, and recommend next steps.

What is the four-step storytelling framework for every KPI?

1. What changed? 2. Why? 3. What does it mean? 4. What are we doing next.