An initial analysis report can mean a report discussing things combined with the following -
- An analysis on a business's offerings, potential target markets/geographies, target demographics etc.
- Analysing ROI from existing marketing channels
- Analysing most suitable campaign types and other strategies with AdWords so that ROI goals of the business in question can be subjected
- Giving a proposal to the client in question to establish the suitability of AdWords. Showing them the potential of AdWords... making them understand the what's, why's, how's etc.
In all, analysing business goals and aligning them with AdWords in order to advise a business how AdWords can meet their advertising goals more effectively and efficiently. It usually consists of several researches and analysis.
However, if a business is already advertising with AdWords, initial analysis report can better be called audit report wherein performance of the existing campaigns are analysed and the client is presented with an audit report discussing where and how things can be optimized for better performance.
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