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You wouldn’t go fishing without a rod and reel, nor would you sit down to write a letter without pen and paper.
Similarly, you shouldn’t utilize Google Ads without the proper marketing analysis tools to help you optimize your efforts.
To truly optimize your Google Ads campaigns, you have to make sense of complex marketing data to make fast, accurate decisions. Neither is attainable with manual analysis alone.
Modern marketing tools utilize machine learning algorithms to help campaign managers understand the big picture of their accounts. With a complete view of the data, marketers can learn what’s working, what isn’t and how to improve.
This discussion will explore the impact of marketing analysis tools and the many advantages of having one of the best PPC optimization solutions.
Let’s get started.
The job of a marketer has grown and evolved in the Digital Age, as is the case with many business roles.
The increasing needs of a digital marketer require new tools and techniques to adapt and thrive.
Marketing analysis tools are no longer a recommendation but a necessity. Without them, you won’t be able to turn a solid profit, or any at all, in Google Ads.
There are several reasons why marketing analysis tools, especially automated ones, are crucial to PPC users.
Arguably the most significant reason to utilize marketing tools is to overcome the challenges of your data.
PPC campaigns create mountains of data. A moderately sized Google Ads account can easily consist of thousands of targeted keywords. Each one needs to be monitored consistently to detect potential changes, whether positive or negative.
To make matters more overwhelming, these changes occur constantly. Every interaction or non-interaction with your ads provides valuable information that you need to leverage to make corrections to your strategies.
You also have to contend with the many types of marketing metrics that help measure your PPC campaign performance. While your key performance indicators (KPIs) are critical to consider, it’s not as simple as just maximizing one or two metrics.
For instance, if your primary goal is to increase site traffic, low-cost clicks and CTR are obvious factors to watch. However, it’s not that simple.
You also have to watch bounce rates, time-on-site numbers and many other angles to see the big picture.
Marketing analysis tools simplify these challenges and enable you to easily measure your performance from all angles.
Metrics alone only show you part of the story behind your data. For example, if a keyword receives 100 clicks, you need to know who’s behind these interactions.
When did they click? What device are they using? Where is the user located?
These are known as dimensions and they create thousands of possible combinations that you can explore.
Let’s say you wanted to measure these clicks across three device types (desktop, mobile and tablet), 24 hours of the day and in 25 locations.
That’s around 1,800 combinations for just one metric. The numbers get enormous when you start adding additional metrics or increasing the dimensions.
Oh, and that’s just one keyword.
Analyzing every combination for each keyword and your most valuable metrics is not possible without the right marketing tools.
The endless combinations make your spreadsheets mind-numbing to look at and can severely hamper your analysis efficiency.
Through marketing analysis tools, you can alleviate this overwhelming nature and not restrict your analysis efforts.
You can investigate all combinations, instead of just the ones that you have time to explore.
Aside from alleviating data-induced headaches, marketing analysis tools also free up valuable time by streamlining your workflow.
In marketing, time is one of the most valuable resources and one of the hardest to manage. You have lots of responsibilities and only so many hours in the day to accomplish all of your tasks.
With automated marketing analysis tools, you can remove certain tasks from your to-do list.
When you’re able to automate time-consuming, low-priority and low-impact tasks, it frees up your time.
You can allocate the hours you would otherwise spend on these activities to higher priorities.
Time also impacts the speed you react to changes to your campaigns. The faster you can respond to notable changes to your campaigns, the better.
If you have a keyword experiencing rising click costs, you want to know early on so you can pause the keyword and not let these high costs drain your budget for the month.
Similarly, if you notice an emerging trend or PPC opportunity in your data, you want to act before the competition discovers the same information.
Reacting quickly to opportunities in the PPC marketplace raises another advantage of utilizing marketing strategy tools.
Google Ads is a hyper-competitive space. No matter the size or focus of your business and its advertising needs, you are going to face tough competition across digital channels.
When your competitors alter their PPC strategies or introduce new campaigns, it can directly affect your own efforts.
Marketing analysis tools will not only help you stay one step ahead of the competition in tapping new opportunities, but they also enable you to counter competitor strategies.
You can also argue that investing in marketing analysis tools is a matter of staying competitive. After all, your competitors are likely using these solutions. You don’t want to let them reap the benefits while you’re dragging your feet with the manual analysis approach.
As we’ve hinted at throughout this discussion, the best marketing tools are ones that offer automation.
This section will look at using marketing automation tools to produce the best results and most profits for your account.
You don’t want to invest in the first automation tool you find. Many tools promise lots of value and perks, but deliver very little.
Similarly, you don’t want to invest in marketing analytics tools that are highly complex and hard to use. You’re investing in a means to alleviate complexity and stress, not add to them.
The best approach to choosing the right automation tool is to think about your needs. In other words, what do you want to automate?
To answer this, you need to think about all of your daily tasks, particularly those that take up a lot of time.
Next, you have to see whether automating this task is possible. Automation has come a long way in recent years, but there are still some tasks that you simply can’t automate because of technical limitations.
If automation is possible, you have to ask if you should automate it. High-impact responsibilities you may not feel comfortable automating.
For instance, you probably wouldn’t want an automation tool deciding your budget.
The best implementations of automation in marketing tools are the ones that combine the strengths of machine learning algorithms and your expertise as a human marketer.
Almost every automated marketing analysis tool you find promises to provide “actionable insights.”
An actionable insight is valuable, relevant information that leads to direct action.
For example, you discover that your clicks are decreasing. You explore different metrics to get to the bottom of why this change has occurred.
You start by looking at impressions and find that they haven’t declined. So, it’s not just your clicks that are falling, but your CTR.
After analyzing more data, you conclude that the issue is with your ad copy. This is an actionable insight because you have a direct activity (editing your ad copy) that will help improve performance and react to the data.
The best marketing analysis tools do much of this legwork for you. Ideally, you want a solution that delivers action-ready insights because this limits how much analysis you have to conduct yourself.
Machine learning algorithms can only work with the data they are provided. In terms of Google Ads, this means your account and various campaigns.
To maximize the value and actionability of your data insights, you have to ensure that your campaigns are properly set up, structured and using the best settings.
Poorly created campaigns will result in lackluster insights.
You invest in marketing analysis tools to help measure the performance of your campaigns and strategies. That said, don’t forget to analyze the tool’s performance as well.
We often believe that machines can’t error and that data is indisputable. The reality is that machines can make mistakes and data is not always as accurate as it first appears.
You don’t want to approach machine learning and automation with a closed eye, especially in the initial implementation phase.
In fact, you want to watch it like a hawk and scrutinize any results heavily. This will help you detect bugs and mistakes early. Once corrected, these issues shouldn’t crop up again.
Eventually, you’ll reach a point where you can trust the tool to do its job with little-or-no mistakes.
The best uses of automated marketing tools are when they empower your own expertise and intelligence as a marketer, instead of replacing it.
Automation should help you make better decisions to steer your campaigns in the right direction. Remember this as you evaluate the value and performance of any marketing analysis tool.
There are many marketing analysis tools available to Google Ads users, but PPC Signal is the best when it comes to optimization.
To help showcase how this tool improves your PPC campaigns on a daily basis and increases your advertising returns, let’s look at a real-life example.
John is a small business owner that owns an up-and-coming wristwatch store. John understands the value of selling and advertising online through search engines, so he launches multiple PPC campaigns through Google Ads.
For the first few months, John manages his Google Ads account manually. He quickly finds himself spending too much time tinkering with his Google Ads data that other projects and responsibilities aren’t receiving enough attention.
So, he opts to start using PPC Signal, an automated PPC marketing analysis tool.
PPC Signal helps John make better and faster decisions regarding his Google Ads campaigns by providing actionable insights based on the latest data.
When John accesses the PPC Signal dashboard, he sees every active signal currently impacting his account.
As you can see in the above screenshot, John has 21 active signals in his account. Each signal represents a shift, trend, outlier or anomaly in your campaign data. This change may be negative (a risk) or positive (an opportunity).
John’s concern is his user engagement. So, he looks for signals that involve clicks.
Now, his 21 signals shrink to 5, a more manageable amount. John can choose the first one that piques his interest.
Even before opening the signal with the Explore button, John can already glean many details about this change from its description. He can see which parts of his account are affected, when the change began and how significant the change is.
The small trendline chart (also known as a sparkline chart) allows him to see how his click data is behaving directly. Once he opens the signal, he sees an interactive chart of the data.
With this expanded chart, John can compare the data to other metrics to try and find the causes and impacts of this decline in clicks.
The more metric comparisons John makes, the easier it is for him to understand the full extent. He’s now ready for action.
Using the Take Action button, John can immediately act on the data. PPC Signal will even suggest a follow-up activity if John doesn’t know what to do.
In just a few minutes, John receives a fresh, previously unknown insight and can swiftly analyze and act upon it.
The above scenario helps you see how PPC Signal works and the type of results it provides to marketers.
The PPC Signal system is full of key advantages that Google Ads users of any size can benefit from.
PPC Signal’s machine learning algorithms detect any noteworthy changes in your PPC data, whether a trend, shift, outlier or anomaly.
Each type of data pattern holds vital details that will help you navigate the ever-changing landscape of your marketing campaigns.
The sooner you detect these patterns, the faster you react to emerging opportunities or potential risks impacting your account.
That means you can act before your competition does!
Today’s businesses strive to be data-driven in their decision-making. This means applying data-backed evidence to decision-making scenarios that help you choose the best option.
Marketers have to make hundreds of daily decisions regarding their campaigns. And, many of these decisions involve several potential options, making decision-making hard.
With PPC Signal’s automated marketing analysis tool, you always have fresh insights to explore and next-step actions to take. This keeps your decision-making process constantly moving.
PPC Signal is the most comprehensive marketing analysis tool to decide what’s working and not in your Google Ads account.
Thanks to PPC Signal’s insight filters, you can quickly check the status of your KPIs.
These filters are a lifesaver if you operate an expansive Google Ads account. You may have hundreds of signals active at one time. Filters allow you to get right to your most important data.
Whether you want to measure clicks, CTR, CPC, conversions, Quality Scores, impressions or any other KPI, PPC Signal makes it easy.
Changes to your top metrics will never catch you off guard.
You don’t have to be told twice about the value of time. After all, time is money. It’s also finite; you only have so many hours in the day to manage your marketing campaigns.
That’s why automated marketing analysis tools are so crucial to the success of your campaigns and your business as a whole.
You don’t want to waste countless hours fussing over your raw PPC data, especially when PPC Signal can do it for you.
Whenever you’re able to automate time-consuming tasks, it saves time that you can spend on higher-priority tasks.
We’ve talked a lot about the speed and efficiency of the PPC Signal system. It’s also more effective at managing your PPC data.
With your Google Ads producing mountains of complex data, manual analysis is slow and tedious. By the time you extract a complete insight, the data has already changed and shifted into something entirely new.
Not to mention, you can’t be actively monitoring your data all the time, meaning some insights will fall through the cracks.
PPC Signal is a 24-7 watchdog for your campaigns that instantaneously analyzes new data to discover insights as early as possible.
Often, marketers need to report their findings and results to others, such as managers, stakeholders, clients or team members.
PPC Signal assists you in reporting your data findings thanks to its detailed insights. You’ll always have accurate results to present, as well as new opportunities or risks that require action.
You can even use PPC Signal to justify your efforts to others by demonstrating how many signals you’ve resolved in a given time frame.
Through PPC Signal’s insight filters, you can focus specifically on cost-related metrics.
This approach allows you to eliminate sources of wasted spending before they hurt your ROI.
You’ll swiftly detect leaks in your marketing budget that may be drying up your reserves and preventing you from seeing consistent results.
PPC Signal also helps reduce your costs by reducing the human capital required to manage your PPC marketing. With an automated system, you don’t need to hire outside specialists or agencies to assist you.
Saving money is always an advantage! So why not to try PPC Signal?
Google Ads optimization is the process of analyzing campaign data to discover ways to improve performance. Optimizing an advertising campaign is achieved through tactics like adjusting keyword targets, improving ad copy and landing pages, developing tighter ad groups and more. Anything you do to enhance your account is considered optimization.
A Google Ads optimization tool is management software or another type of solution that makes detecting ways to improve your PPC campaigns easier. With the right Google Ads tool, you can find areas where your account is underperforming and receive recommendations on improving your PPC campaign performance.
The best Google Ads optimization tools use advanced business AI technology to automate much of the process. With a marketing analysis tool like PPC Signal, you can quickly discover what’s working and what isn’t across your account from a single dashboard. This makes it exceptionally easy to improve your ads and make them more profitable.
In the ever-changing marketing landscape, making decisions or campaign changes that aren’t backed by data is like navigating an infinite maze without a map.
There are too many possibilities and routes you can take to continue forging on ahead without the right tools.
The bottom line is, if you want to increase your Google Ads profits, you have to consult your data. And to do this, you need the right marketing analysis tools.
Marketing tools need to add value to your business by alleviating daily struggles and allowing you to become more efficient and effective in your management activities.
With PPC Signal, you can save time, improve accuracy, reduce costs and make smarter decisions regarding your Google Ads account.
Thanks to its automated system, you no longer have to manually analyze your spreadsheets or obsess over your Google Ads dashboard.
Every notable change is tracked, analyzed and presented as a complete insight. All you have to do is decide how to act.
That’s the beauty of having one of the best marketing analysis tools!
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