In Paid Search advertising alongside your regular reports of tables & graphs, you are going to have to explain the trends that have formed over time. We mostly call this the commentary.
Whether you are client side or agency – the guys’ behind the purse string want to know why performance has changed in the way it has with as little use of jargon as possible.
So what is the non jargon translation for CPC shift or clicks going up or down? Well let's go through the top 5 volume metrics which will be affected & efficiency metrics that help paint the story.