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Hi
Im composing a paid search campaign report and never done one before. What would you recommend me to do it on? Powerpoint or Excel? or even Word? Please advice. Thanks!

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Dani AI

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— short answer: use Excel (or Google Sheets) for the analysis and PowerPoint for the presentation. Excel is where you clean raw exports, build pivots and calculate KPIs; PowerPoint is where you deliver the one-page executive story. Use Word only if you must document methodology, assumptions or hand-off instructions.

Essential things to include:

  • Executive summary (one slide): top 3 insights, spend vs target, one-line recommendation.
  • Core KPI table: impressions, clicks, CTR, avg CPC, cost, conversions, conv. rate, cost/conv (CPA), conversion value / ROAS, impression share or Quality Score if available.
  • Campaign > ad group > keyword pivots showing spend, convs and CPA.
  • Search queries (top converting and top-cost wasted queries) and negative keywords to add.
  • Ad copy A/B test results and landing-page performance (bounce, time on page, conv. rate).
  • Budget pacing, forecast and any annotations for tests or seasonality.

Practical workflow you can follow right away:

  1. Define the objective and attribution model.
  2. Export raw data from the ad platform and analytics for a stable date range (2–4 weeks minimum).
  3. Verify conversion tracking, time zone and currency settings.
  4. Clean the export, create pivot tables (campaign, ad group, keyword, device, hour/day), and add KPI columns.
  5. Build two visuals: trend of cost vs conversions and CPA by campaign.
  6. Make a 1-slide executive summary with three prioritized actions and attach the Excel workbook (raw + pivot dashboard) as the appendix.

Quick wins and cautions: look first for high-cost, low-conversion keywords to pause or negate; prioritize bids for campaigns with good ROAS. Beware small sample sizes, conversion-tracking misconfigurations, and using inconsistent date ranges or attribution models when comparing performance.

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