to present PPC results for executives: Get the weeds out //

Executives are busy and have little time.

Many marketers make the error of going too deep into their work when presenting PPC to a CMO.

It is important to tailor your communication to the audience, whether you are delivering a report, an email, or a presentation.

Three ways to ensure your next presentation to an executive is a success

1. Takeaway: Start with the simplest of all.

In some cases, it is a good idea to save the best for last. Among them, presenting to executives is not among them.

Executives are often busy and impatient. They want the CliffsNotes edition, not the full version.

The takeaway message should be clear from the start.

You need to know what they want before you can give it to them. The three main parts of my formula for the perfect takeaway are:

• What did you do today?
• What happened? If not immediately apparent, tie this back to the goals of the business or project. )
• What should your audience think about this and what are you doing next?

You can use your default opener once you have all three of these elements.

The first thing you should do is to start with your takeaway, whether that’s in the email subject line, the report abstract, or on the first slide of your presentation.

This format allows you to focus on the most important points without wasting time waxing poetic about your processes or secondary metrics which don’t matter to someone who holds a VP position.

Most executives don’t care how you did something. They just want to know what you accomplished.

The results are only important if they have an impact on the KPIs.

They need to understand how they should react and what will happen next.

Take a look at this example:

• Performance Max campaigns were launched at the start of last month.
• These campaigns have generated more leads for less money than the legacy campaigns in the last eight weeks. Noteworthy, a 4% increase in conversion rate and an 8% decrease in cost per acquisition.
• We expect to achieve even better results in the months ahead by launching more Performance Max campaigns.

This lesson begins by “naming” the initiative so that the executive may refer to it later, if necessary.

This shows how the results impacted the primary KPI, which in this case is leads. Even if we are reporting on metrics that are only tangentially connected (CPA and CRM), it still tells us what the impact was.

It’s rare that an Executive would think that a 4% rise in PPC Conversion Rate is incredible. This tells them these are good results and they should continue.

2. Data should support, not distract from your main point.

You now have a clear idea of what you should do next.

Use the checklist below to help you choose which data and graphics you want to include in your report.

Is my data visualization referencing the metrics in my Takeaway?

Select data based on the metrics you have selected. It is important that you choose data that directly relates to your main message.

This helps you eliminate data that is interesting but not directly related to your argument.

Charts and tables that do not directly relate to the takeaway you want to communicate should be placed in an appendix, or shared as supplementary information.

Is my data visualization clear?

Data and charts are often overwhelming. Executives need to be able to see what is important at a glance.

Include visual representations to make your data easier to understand.

Use text, arrows and callouts to direct someone’s focus. It is important to do this if your table has multiple columns and rows.

Does my data visualisation clearly say something?

To avoid confusing or overshadowing the main point, a data chart should only present one.

It’s easy to fall into the trap of “more is always better”, but resist this temptation.

Don’t forget that tailoring your presentation according to your audience will ensure success.

If your audience is a group of executives, you need to let them know right away why and what they can learn from a particular chart.

You need to be generous when creating new visuals for every point.

Use callouts, arrows and highlights to highlight the most important parts of a complex visualisation.

3. It is worth running it by someone from another team

Marshall McLuhan, a communication theorist, coined the phrase “The medium is message”.

He claims that the manner in which a message is conveyed determines its reception.

The content of your slides as well as how you present them verbally is equally important.

Your email’s content will be interpreted by the reader based on the words that you use between your data.

Your report’s style and delivery are just as important as the content.

It can be hard to tell if your message is coming across as you intended it to, even if you have followed the steps above.

It can seem like your delivery is at its most concise compared to what you usually do.

It can still come across as rambling or confusing to executives, who aren’t in regular contact with you and don’t have a point of comparison.

Ask a colleague who does notknowledgeable of PPC for feedback on your report or presentation.

• Is your takeaway clear?
• Does the main idea become apparent quickly?
• Do the facts clearly support your main argument?
• Does the “fluff”, or anything that is superfluous, need to be removed?
• Is it too long?
• If you’re giving a presentation verbally
  • Do you have seamless transitions between slides?
  • Use acronyms without explaining what they mean?
  • The information is it presented in a format that’s easy to follow?
• It’s a report that is written
  • There are too many words and phrases?
  • They had to read sentences twice.

Do not forget to time yourself.

A self-imposed time/word limit can help you eliminate items that aren’t relevant or unnecessary.

Presentation of your work to those who matter

These suggestions are not easy.

Preparation is different when presenting to executives. This means you are addressing the most influential individuals in a company.

They can either help you to move forward with your ideas or stop them.

It can be nerve-racking to present results to senior management, but if you do it well, it will open up doors and new opportunities. Keep it short and to the point.

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