The Road to the Best PPC Campaign Through Associative Analysis

If you’re wondering what associative analysis is, and how it impacts pay-per-click advertising, it’ll probably surprise you to learn that you’ve been using it for years. When you understand more about it, you can use it to create the best PPC campaign you’ve ever had.

Imagine this:

You open Google, and search for “best office chair”. When the results are displayed, you’ll get a list of relevant websites, images, videos, and an array of other content.

This is level one of the customer journey — better known as ‘discovery’. As you continue searching, you’ll use more specific, highly-targeted keywords to learn more about the best office chairs, the key features, and the best brands.

This journey helps you build up a clear picture as you piece all the information together to get a solid idea of the perfect solution. This is associative analysis in action.

For marketers, this form of analysis is extremely useful when you want to create the best PPC campaign possible.

How Associative Analysis Helps Diagnose PPC Campaign Issues

Advertisers can consider the different levels in the PPC life cycle to build context from related information. Whenever you analyze data points and key consumer information in a logical sequence, it’s possible to create a story that tells you something new about the data, and your audience.

This type of analysis is useful as it helps companies identify key issues that may be hampering their PPC campaign. The primary goal of the associative analysis is to discover key relationships in large data sets, which you can then use to gain a competitive advantage.

Quite often, advertisers pick keywords that aren’t aligned with user intent. When this happens, your ads attract irrelevant clicks, and your ideal customers rarely land on your site. With proper in-depth analysis, it’s possible to refine your keywords list so your ads only appear in relevant searches, which will bring you more qualified traffic.

If you want the best PPC campaign, you must make an analysis of a regular habit. Once you do, you can tackle some of the biggest problems in pay-per-click advertising, such as:

High Traffic but Low Conversions

For anyone who is relatively new to PPC advertising, it’s not uncommon to find yourself dealing with a PPC campaign that gets lots of traffic, but little to no conversions. It’s a frustrating situation and one that can deter many people from pursuing paid advertising.

By employing associative analysis, you or your PPC campaign manager can study the issue and the click data to find out why your leads are converting. This will provide some actionable insights that can help you begin to attract more qualified clicks.

Low-Quality Scores

A lot of people misunderstand the Quality Score metric. It is very important, as Google uses it as a barometer of trust and reputation. As such, it’s a wise move to invest some time and effort into improving this metric. You can use associative analysis to identify factors that are damaging your Quality Score.

Poor Landing Pages

Are you happy with how your landing page is impacting your PPC campaign? Could it be better?

The only way to find out if your landing page is properly optimized is to conduct a thorough analysis of the PPC life cycle. Through associative analysis, you’ll soon be able to pinpoint any friction in the customer journey. Once these matters are smoothed out, your landing pages will be more effective in driving conversions.

How PPCexpo can help you:

It’s not easy for marketers to establish a clear picture of an audience, and their specific interests and purchasing habits based solely on offline data. However, when you’re working with online data, the game changes.

Through associative analysis, you can bring together key data points and evaluate everything in relation to each other. This makes it easy to build up the context and discover relationships in the data. Over time, with more data, and solid analysis, you can get a holistic view of your audience. This makes it much easier to target them in your PPC campaign.

PPCexpo is a pioneer of interactive PDF (iPDF) technology, which makes it easy for marketers to perform associate analysis in interactive PDF documents. Some key features include:

• Smart navigation — a user-friendly interface that makes it simple to discover data relationships, and easy to understand how information is connected.
• Drill-down — by changing one metric in the report, you can see how it impacts other related information in the PPC campaign.
• Readability — the logical structure provides quick insights at a glance, which is far superior to lengthy text-heavy PDF documents.

If you’re ready to learn more about your audience and create the best PPC campaign, you should visit the PPCexpo Reports Library now to use our free analysis and reporting tools.