Compare Clients’ Historical PPC Spends to Past Budget Targets with Shape Reports
Agencies that manage clients with strict PPC budgets know that hitting that cap with perfect precision is nearly impossible thanks to the variability of ad platform bidding auctions. Some digital advertising agencies solve this problem by invoicing a client for their full budget amount upfront and then simply rolling over any underspend or overspend to the next budget cycle.
Instead of having a “use it or lose it” mentality, PPC advertisers can focus on utilizing the budget as best as possible during the current budget cycle while also having the flexibility to adjust for under- or overspends later if traffic shifts dramatically. While this style of budgeting is employed by PPC agencies big and small, it does pose one difficulty: keeping track of which clients spent what, when.
Shape automatically solves the problem of accounting for under- or overspends across PPC budget cycles with RollOver. But after listening to our customers, we realized RollOver was in need of one big improvement: better reporting! That’s why Shape launched our Company Historical RollOver Report as part of our In-Platform PPC Reporting launch. The Company Historical RollOver Report makes it easy to see how closely Clients hit or missed their budget targets for any budget cycle as well as view historical spend.
Launch a Company Historical RollOver Report
By completing three simple steps, you can launch a Company Historical RollOver Report for all your clients in under a minute.
- Step #1 - Navigate to your Shape Dashboard and select the graph icon in the “Tools” toolbar.
- Step #2 - On the Company Reports page, click “Company Historical RollOver Report”.
- Step #3 - Log in to Google if you’re asked to do so. Then click “Open Report” to go directly to the report.
Note: A Budget must have had RollOver enabled while active on Shape in order for it to appear in the Company Historical RollOver Report.
Check out the In-Platform Reports section in Shape’s Knowledge Base for more detail on launching and sharing Company-level reports including the Live Company Dashboard and the PPC Company Performance Report. There's also detailed information on our other client and budget-level reports. .
Who Should I Share the Company Historical RollOver Report with?
The Company Historical RollOver Report displays spend, budget, and rollover data for all active Clients in Shape that have had or currently have RollOver enabled. Because the report displays data for multiple Clients, we do not suggest sharing this report externally with Clients. If you share this report with a Client they will have access and insight into your other Clients’ performance metrics.
This report is helpful to share internally with other members of your company who do not have access to Shape in order to discuss Client spend. The report shows how closely a Client’s spend exceeded or fell short of its budget target for any given Budget Cycle, and how much spend was “rolled over” to the next cycle.
This report not only helps in keeping historical records of RollOvers, but it can be useful for diagnosing how seasonality and industry shifts change Budget needs as well. For example, the historical report can highlight if you have a Client who overspends by 50%+ in January, February, and March but underspends June, July, and August every year. With this information you may be able to convince your Client to increase budgets at the beginning of the year and drop them mid-year.