Whatever client need the reports of search engine campaign when they consign their business to you, it's not a easy work to deal with, because the report really reflect the campaign performance, and/or the status of important milestones. To provide a beautiful final report, the project holder have to carry out the search engine campaign carefully and get good result for clients satisfaction.
But, do you really know what would you need in the reports? Do you only need some simple data to tell you the traffic in good or bad? If you're a result oriented person, you just need to hear that the ROI was double and it's ok for you, please give up this page. If you are not, please think about following points:
Frankly speaking, it's difficult to answer all above questions in the reports. Different with common media company, a professional SEM team can handle and fulfill the search engine advertising and optimization campaign. The basic SEM report may include many factors as impression, click, cost, CTR, CPC, and the advanced factors should be reflect the conversion and CPA, which based on campaign setting and regarded as survey, registration, leads, and so on. And the report must indicate the analysis content, for example, the history data analysis, the trends and forecasting.
To assure the campaign will be controlled well, it's necessary to confirm the report factors, frequency and report format. Search engine campaign act as a data business, the report will show you everything of the campaign.