Potential Cost Savings Report
Overview
The Potential Cost Savings Report helps agencies show clients the financial impact of their schema implementation. This report quantifies ROI in real monetary terms by comparing the number of clicks and impressions achieved organically through schema with the cost of achieving the same through paid campaigns.
Path: MPC Dashboard > Schema > Performance Summary > Search Performance
Background & Flow
The report calculates what clients would have spent on Google Ads to earn the same visibility they achieved through schema markup.
Here’s what’s included:
Total Potential Cost Savings: Total estimated dollar savings due to schema implementation.
Impressions and Clicks: Number of organic search interactions during the selected time frame.
Search Queries Table: Lists the keywords responsible for those clicks/impressions, showing:
- Total Clicks
- Total Impressions
- Latest Cost Per Click (CPC)
- Estimated Cost Savings
By default, the report compares the selected date range with the same period from the previous year to calculate incremental gains.
You can download this report to showcase performance improvements in dollars to your clients.
Glossary of Terms
| Term | Definition |
|---|---|
| Potential Cost Savings | Estimated ad budget saved due to schema-driven organic clicks and impressions. |
| Incremental Click Value | Difference in clicks between the current and previous year, attributed to schema implementation. |
| Cost Per Click (CPC) | The amount advertisers typically pay per click in Google Ads for that keyword. |
| Impressions | Number of times content appeared in search results. |
| Clicks | Number of times users clicked the content. |
| Avg. CPC Source | Google Ads’ most recent CPC data, pulled from about a week before the report generation. |
Calculation Methodology
Let’s break down how the Potential Cost Savings are derived:
Step 1: Determine Incremental Clicks
Compare clicks between two periods:
| Keyword | Clicks (Last Year) | Clicks (This Year) | Incremental Clicks |
|---|---|---|---|
| Green Earth | 25 | 75 | 50 |
| Mother Earth* | - | 100 | 100 |
*New keyword added via schema
Step 2: Use Latest CPC Values
| Keyword | CPC ($) |
|---|---|
| Green Earth | 2 |
| Mother Earth | 1 |
Step 3: Calculate Savings per Keyword
| Keyword | CPC ($) | Incremental Clicks | Savings ($) |
|---|---|---|---|
| Green Earth | 2 | 50 | 100 |
| Mother Earth | 1 | 100 | 100 |
Step 4: Total Savings
Overall Potential Cost Savings: $200
Tips for Agency Success
- Use this report in QBRs or new client pitches to highlight the tangible value of schema markup.
- Position this as a justification to increase schema investments.
- Present CPC benchmarks for the client industry to strengthen the value proposition.
- Combine this with click-through performance to tell a full ROI story.
Audience Guidance
This report is particularly useful for:
- Account Managers & Client Success Teams: Demonstrating schema ROI in financial terms.
- SEO Strategists: Supporting data-driven schema recommendations.
- Paid Media Specialists: Collaborating with SEO to reduce ad dependency.
- Executives & Budget Owners: Understanding the cost-efficiency of schema efforts.
Use during:
✅ Quarterly reviews
✅ Budget planning discussions
✅ Schema expansion proposals