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If you think you’re ready for pay-per-click (PPC) analysis, think again.
Surprisingly, there’s a lot more to a data-driven PPC analysis than what meets the eye. In order to conduct a successful report, there are a series of steps, procedures, and preparations you must take.
You’re in luck. We’ve compiled everything you need to know in a neat and comprehensive mini-guide. Take your PPC advertising to the next level by following these professional instructions.
Before we jump into any sort of analysis, you’ll need to properly prepare yourself and your campaign.
The preparation process will enable you to conduct a stress-free and smooth analysis, with full focus on the aspects that need more attention.
Before the analysis, make sure you have enough data to draw insights from. This involves gathering enough campaign and ad group performance data. Once you’ve compiled the data, all you need to do is organize and define the metrics and parameters for your goal measurements.
Your campaign goals are what determine the type of performance analysis you should run.
The goals of your PPC campaign should be:
With these goals in mind, you should consider measuring the most relevant parameters and attributes for analysis. For instance, look for targeting parameters such as device type, demographics, location, time and day of the week.
After you’ve prepared your analysis plan, it’s time to choose which approach you should take.
Depending on your preferred analysis purpose, you can choose one of the following ways to run a PPC account analysis.
This type of PPC analysis requires collecting and observing numeric data in order to draw out specific trends. Statistical analysis belongs in the category of business intelligence (BI).
This type of analysis is used to determine patterns and trends within a structured data set. For instance, statistical analysis can be utilized to determine your performance based on keyword and device type trends, to name a couple.
This type of analysis involves further drilled-down categorized characteristics of a single data set. In other words, it explores the analysis of keyword performance by time, day, device types, etc, even more.
It can also provide a performance analysis of a single metric-based parameter such as call-to-action (CTA), impression share, cost-per-click (CPC), etc.
The associative analysis involves related attributes and metrics. This is where marketers can gain valuable information.
During this PPC analysis, the user is able to measure the number of clicks by the number of impressions on different keywords, which will boost clickthrough rate (CTR) and conversion rates.
This type of analysis focuses on determining the patterns and trends of PPC campaign elements, based on their previous performance.
By studying past performance, marketers can effortlessly focus on the best and worst-performing elements and then choose to opt-in or out of those elements in the future.
Furthermore, from analyzing historical data, you can identify negative keywords, which will help you filter out irrelevant traffic to optimize your PPC campaign for better results.
The comparative analysis helps in determining the issues based on data comparison over two different time periods.
The current and past period comparison is used to highlight the performance differences of the various metrics. This is essential for determining the issues you’re likely to experience.
Visualizations are likely the easiest and most effective way of presenting sets of data — they can be in the form of bar charts, line charts, Sankey, funnels, etc.
It’s vital your business come equipped with the means and methods for professional data analysis — especially for large-scale PPC advertising campaigns. Statistical and numerical data tend to be complex and confusing, which can lead marketers to make poor decisions.
By taking advantage of data visualization, marketers can present their findings in a way that stakeholders are able to understand with ease. It’s not only easy to process these charts, but it makes for a more effective and engaging way to professionally capture the sheer magnitude of the results.
Data-driven PPC analysis can help you in many ways, throughout your campaign and marketing duties.
Here are some of the advantages you can enjoy:
Data analysis serves up plenty of opportunities for advertisers, however, there are no guarantees of success. In fact, a careless misstep in the wake of data analysis may result in serious losses for your business.
There are a few reasons for this, which highlight the potential drawbacks of PPC data-driven analysis:
According to the current market, adaptation is essential in PPC advertising.
Acting on the insights you gain from your professional analysis will help improve your ROI and conversion rate. The trick is to use Pareto’s principle to guide you – data-driven ppc analysis will enable you to spend only 20% of your time on data analysis, and 80% of your time on action.
You can only reap the benefits of PPC analysis if you take the actions required to optimize and strengthen your campaigns. Instead of becoming overwhelmed with the flood of metrics and information, choose to specify which metrics you want to measure and the factors you’re looking to improve.
With PPCexpo insights, wisdom and tools by your side, you’ll be ahead of the game — and will stay ahead.
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