Being experts in PPC advertising requires understanding tracking data whether from Google Conversion Optimizer, Analytics, DoubleClick, DART Search, Marin, Kenshoo or other third party tracking systems.
Data on it’s own doesn’t mean very much, but in a proper context, data can tell us how well our online advertising and website engagement is working. Data can also be manipulated to say what we want.
When working with direct response* clients, we start with conversion confirmation and back in to the data. Making sure there are no impediments to conversion and optimising to leverage more conversions within target or maximum CPAs.
If we look at the data below, the Competitor campaign has almost the lowest CTR, bad average ad position, and a low impression share. Since it’s a campaign targeting competitor brand terms, the QS is low with no chance of improvement as far as Google’s concerned and it’s costing €900 a week. Based on this data alone, it looks like a campaign that should be stopped so the spend can be reinvested in a better performing campaign.
While we must follow Google’s guidelines in order to advertising with them, sometimes Google’s best practice is too conservative an approach especially in highly competitive sectors. In this case, with campaigns incurring single CPCs as high as €26.78 for keywords that are getting 99% share of voice resulting in only 9 clicks per week, looking outside the box is imperative.
Looking more closely at the Competitor campaign and looking all the way through to conversion, we actually see this campaign drives the third highest amount of conversions, well within our target CPA of €25 partly because the CPC for competitor terms is less than half of the average CPC.
What we found at iCommunicate was a client who was focusing on comparison keywords rather than on competitor terms because competitor campaigns tend to be more expensive and far less successful – but with a competitive offer and well written ad copy, searchers can be intercepted and re-routed to a different brand. (This is also why defensive advertising for your own brand terms is imperative in competitive markets.)
While this is a very simple example of how data can be misleading and misinterpreted, the more complex the data, the more opportunities there are for optimising campaigns that drive the data rather than focusing on what matters most. Key performance indicators, are just that – indicators – they are not what really matter. Sales matter, consumer engagement and satisfaction matters and KPI’s merely reveal how users are flowing into and out of your website.
To understand more about online conversion data or to discuss appropriate tracking for you website and digital advertising, email firstname.lastname@example.org or call 086 772 8672.