Agencies like to provide pay-per-click (PPC) services like AdWords because they can often be used to achieve results for clients quickly. Likewise, outsourcing the management of PPC campaigns to an agency is an attractive option for businesses that do not have the necessary expertise in-house.
In addition to running effective campaigns for your clients, your agency should also take the time to create and send each of them a monthly AdWords report. Sending regular reports allows you to demonstrate your AdWords expertise, builds trust through transparency and often uncovers opportunities to sell your clients additional services.
Some agencies avoid sending their clients AdWords reports because it can be time-consuming but skipping this opportunity for client communication is a mistake. This post explains why reporting is time well spent, what agencies should include in an AdWords report, and how you can streamline the reporting process to make it as efficient as possible.