Paid media professionals are familiar with reporting, but not all PPC reports should be the same. Different audiences require different metrics and analysis. The time frame of the report also affects the reporting style, with weekly, monthly, quarterly, and annual reports being common. Each report should note shifts in key metrics, explain their real-world implications, and identify potential causes. Weekly reports allow for more in-depth analysis and focus on specific keywords and audiences. Monthly reports compare performance to the previous month and year, while quarterly reports have a longer-term perspective and focus on the account’s strategy and profitability. Annual reports summarize major initiatives and evaluate whether company goals were achieved. Tailoring the analysis to the appropriate timeframe and audience is crucial for effective PPC reporting. Overall, clarity, relevance, and actionable insights are key to successful reporting in paid media efforts.