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There is not a company thriving today that does not collect and analyze business data from multiple sources.
Data fuels the Digital Age. It provides valuable context to what’s happening behind your marketing strategies. Even intangible, hard-to-measure items can be tracked and quantified with data.
Any data analysis example aims to transform the raw information into a relevant and actionable insight. These are helpful clues that inform you about your current performance and how to improve for the future.
Unfortunately, insights are rarely easy to extract. Your raw data is complex, voluminous and always changing, which creates many problems.
This article will look at what are the data analysis techniques to help PPC marketers manage their campaigns. We’ll look at data analysis examples and techniques that you can apply to your own strategies by using a special tool “PPC Signal”.
In today’s marketing world, data and insights guide decisions and teach professionals how to improve their business and/or marketing strategies.
Insights provide the essential evidence and context behind all those raw numbers and figures.
Marketers can no longer rely solely on gut feelings, guesswork or assumptions. This is especially true in the competitive PPC advertising space.
To help improve your data management processes, let’s look at data analysis techniques for effective PPC marketing.
The problem that prevents many businesses from consistently generating insights is the size of their data. This is where the term “big data” originates.
Your business produces mountains of data regularly. Even if you operate a small company, you’re still neck-deep in data.
Sadly, not all data is equal. The challenge is filtering out the less valuable data, leaving only the stuff that matters.
The trick is to focus on your key performance indicators (KPIs). These are the metrics that closely align with your goals and can be tied directly to your business success.
All of your various PPC campaigns have set goals, whether it’s to create more site visitors, generate more email registrations, increase sales or otherwise.
You need to focus on the metrics that further these goals first.
It’s impossible to develop successful marketing strategies without intimately knowing your customers. After all, you plan and design your tactics to serve your customers!
Your data teaches you who you are marketing to and how to improve your strategies to meet their needs, preferences and current attitudes.
You need to know what data analysis techniques further your understanding of your audience. What do they like? What do they not like? When are they active?
You need to know everything about your customers.
This includes what channels they use. You don’t want to put your marketing messages in places where your customers are not active.
Keywords are the foundation of PPC marketing. These are the single most crucial part of your campaigns.
Being the important component of your strategies, keywords always dictate the performance of your entire campaign.
Keywords control who sees your ad, and how much you pay for each click. Thus, any successful data analysis example incorporates keyword data on some level.
You need to think critically about which keywords are helping progress and which are hurting it.
Understanding your keywords will also help you learn what topics and questions customers are interested in most.
This enhances your understanding of the customer and allows you to develop more relevant experiences for them. PPCexpo Keyword Planner is one of the recommended tools by experts which help finding the right keywords with similar suggested keywords as well.
Remember, the goal of any data analysis technique is to transform your raw numbers into actionable insights.
In PPC marketing, an actionable insight instructs you on how to improve your campaigns and even your web pages.
If your analysis doesn’t yield actionable information on how to improve your campaigns and websites, then you need to investigate further.
How does PPC data help you improve your website? Imagine a data analysis example where you discover a campaign with high clicks but low conversions.
This signifies that people are finding your ads compelling, but the landing page experience is lacking. It isn’t enticing visitors to convert.
With this basic insight, you know to improve this landing page to facilitate more conversions.
ROI is one of the best ways to evaluate the overall health and performance of any strategy. Return on investment is a simple ratio of what you’re spending versus what you’re creating as a result of that money.
Maximizing your ROI means achieving the most results for the money you’ve spent on your campaigns. Optimizing your ROI means achieving the best results for your budget.
Since PPC has a paid element involved with your clicks, it’s crucial to look at ROI data analysis examples. You need to ensure that your campaigns are working for your bottom line, not against it.
ROI is also helpful because it’s a universal measure.
When you have to present your campaign results to stakeholders or clients, they may not be familiar with the metrics and lingo, but they will know what good ROI means.
Before moving forward, it’s essential to discuss the difference between data and insight.
Data is raw statistics, metrics and other information that has not been filtered, cleaned or otherwise prepared in any way.
Insights are the result of your data analysis. It’s the information that furthers your understanding of your data. Insights provide actionable clues on how to use the data to improve your strategies.
That said, not all insights are equal; some are more valuable than others. To determine the best insights, here are some criteria to consider.
A good insight is like a good meal. You need the proper ingredients — you need the right data.
Data quality is best determined by accuracy.
Accuracy is the overall trustworthiness of your data. If your data isn’t adequately audited and cleaned of errors and inaccuracies, it could lead you to the wrong decisions.
When decisions are made based on flawed data, it can be even worse than relying on gut feelings.
Data-driven decisions are often made with high confidence because data is thought to be infallible.
That’s rarely the case. Data can certainly be wrong if it isn’t accurate.
Arguably, the purpose of your analysis is to add context to your data. It’s about understanding what’s really going on behind that spreadsheet full of numbers and categories.
Aside from accuracy, you also have to consider the completeness of your data analysis. It’s easy to jump to the first conclusion you find, but is that the whole picture?
Often, you need to incorporate data from multiple sources to extract an actionable insight from your raw metrics successfully.
The more angles you view your data from, the greater your context.
You obtain context in data analysis in a variety of ways:
The more context you have, the more complete the picture you have of the insight.
The best insights are actionable ones. This means that the information you learn from your data analysis helps fuel a positive change in your strategies.
In other words, your analysis leaves you with a specific action that you can take. This action is revealed as a result of your research.
For instance, a data analysis example of PPC data may uncover new keywords to bid on or how to allocate your budget to achieve better results.
Insights require ample context to become actionable. Thus, uncovering actionable insights can require substantial time and more analysis than insights that are solely informational.
What are data analysis techniques without discussing the benefits? We’ve spent ample time discussing the challenges of analysis and how to improve the process.
Now, we need to look at the advantages of adopting a data-driven advertising approach. Proper data analysis techniques yield several powerful benefits for your business.
Marketers need to make constant decisions, whether deciding on how to allocate budget, what type of language to use in copy, or something else.
These decisions need to be accurate to ensure that progress continues forwards. Wrong choices, on the other hand, create adverse outcomes that slow progress down.
In the past, marketing decisions were largely based on trial and error. You tested different strategies to see which ones resonated with customers.
Thanks to the big data boom, marketers can abandon these outdated practices and replace them with data-driven decision-making.
Analyzing your data to find actionable insights leads to improved decision-making. It’s concrete evidence that guides your marketing and enables you to select the right option consistently.
Improving your decision-making leads to overall more effective marketing. By consistently making better and more accurate marketing decisions, your campaigns will always move in the right direction.
Proper data analysis technique uncovers previously unknown opportunities worth capitalizing on to improve your performance. You’ll learn about your customers and how to market to them more effectively.
It also helps you detect risks that are potentially damaging performance. The sooner you locate possible issues in your strategies, the less damage they’ll cause.
It creates an unbeatable approach when you can consistently steer your marketing strategies towards opportunities and away from risks.
With your marketing analysis teaching you details about your customers, you can develop better customer service strategies.
PPC campaigns can teach you a lot about the offers, products, models, language and other details that best resonate with your customers.
For example, let’s imagine that you’re managing a Google Ads account for a clothing boutique. Customer interactions with your PPC ads will help you measure which products they search for most frequently and when.
These insights teach you what styles are most popular for each season. This knowledge is valuable outside of your advertising. It can be used by sales, service and other customer-facing teams to create more relevant methods.
With the volume, speed and complexity of your marketing data, analysis is rarely a quick or painless endeavor. To fix this, you want to know what data analysis techniques are efficient.
If you can efficiently analyze your data, you’ll streamline your entire marketing operation.
You’ll quickly be able to make strategic, data-driven marketing decisions while competitors struggle for hours on the same type of choice.
Plus, you’ll have a deeper understanding of your customers, competitor strategies and the market itself in the present setting.
It’s all a matter of how efficient you can make your data analysis process.
Now let’s discuss about a tool which can help in analyzing your PPC data in an efficient and significant way.
Automation is exactly what marketers need to make data analysis more efficient. PPC Signal is a perfect example of artificial intelligence in marketing. It perfectly blends human management with machine learning algorithms.
The system is designed to handle the more tedious parts of data analysis. It automatically detects noteworthy changes to your campaign performance. It’s like an alert system for your Google Ads account!
Each alert, or signal, is like a complete insight that allows you to make improvements to your account consistently and efficiently.
The purpose behind PPC Signal is to make data analysis easy and approachable by all marketers.
You no longer have to struggle with sifting through your data and mindlessly monitoring your campaigns for changes. PPC Signal does it for you.
When you access the system, you’re shown your main dashboard. This includes all of your active signals.
Each signal is a significant change that the system has detected, analyzed and presented as a complete data insight. It includes what metric is changing, by how much, when the change started and more.
You have all of the information you need to take action — no additional analysis is required.
As your Google Ads account grows, you have more campaigns, ad groups, keywords, etc., to track and analyze.
For these larger accounts, PPC Signal will detect many active signals because there is more data to analyze.
To make it easy to highlight the changes most relevant to your campaign and business goals, PPC Signal has several filtering options.
These settings allow you to search for alerts that fit certain criteria. You can search for changes to a specific campaign.
Alternatively, you can elect to only view changes to a specific metric. If your campaign goal is to drive site traffic, you can look for signals affecting CTR or clicks.
These options allow you to focus on the most relevant data changes and quickly make decisions that progress your goals.
Every signal includes a sparkline chart that maps the journey of that data. This allows you to physically see the performance change and how significant it is compared to previous data.
The Explore button opens an expanded view of the alert.
Here you get a more detailed look at the chart. You can zoom in on the chart from this screen, add other metrics to the display, adjust certain chart components and more.
Adding additional metrics to the chart is a phenomenal way to obtain that all-important context.
Since one change to your metrics will often cause a ripple effect that impacts other components, it’s a great feature to see the complete picture of every dip or peak in your performance.
This menu also allows you to view the data as a table and export it.
Agility is a significant factor in successful advertising. The faster you can respond to trends, the more potential value those actions have.
The automated PPC Signal system presents real-time changes to your Google Ads data. You’re always in the know about the latest shifts, trends and anomalies affecting your various campaigns.
This allows you to take swift action on any relevant insight PPC Signal presents. You’ll capitalize on opportunities and mitigate risks earlier than the competition.
This will have a profound impact on your success and the growth of your strategies. Consider the sample insight from earlier.
Where you used to be spending $57.60 per conversion, you’re now paying $798.30. This is a substantial spike that needs to be addressed sooner, rather than later.
Based on the data, this spike has been occurring for 5 days now. If you were able to detect this spike on day 3 or 4, you could pause the campaign and mitigate these high costs and potential waste of your budget.
The same is true with positive changes to your performance. An opportunity is only valuable until competitors begin swooping in to take advantage. By then, the value of that opportunity is greatly diminished.
With PPC Signal, you can react to real-time changes well ahead of others, thereby maximizing the value of any resolved opportunity or risk.
Overall, PPC Signal offers what every marketer wants: a competitive, unbeatable edge over competitors.
Marketing is steeped in competition. Even if you operate a very niche business, you have competitors that you need to overcome.
With faster, real-time insights, you have the perfect tool to establish your edge over these competitors.
PPC Signal allows you to consistently improve your strategies, thereby growing your campaigns and strategies exponentially.
You’ll also tap into emerging trends before competitors even know these opportunities exist.
Essentially, PPC Signal provides a shortcut between data and insight. In a world driven by data, that’s an unbeatable advantage.
Data insights represent the deeper understanding that you gain from performing an analysis. Actionable insights mean that the knowledge gained from your analysis project leads to a specific corrective action. In other words, actionable insights provide you with intel on what’s happening and a means to take advantage of the information.
Data is raw and unprocessed information, figures, numbers, etc. You create insights by analyzing that raw data. Businesses have tons of data at their disposal, but few insights. Not all data is insightful, but all insights are created from data.
Data analytics tells digital marketers what’s working, what isn’t and the techniques to improve. Every interaction that prospective customers have with your marketing strategies creates data. Digital marketers need to use this data to improve their marketing tactics and better understand the customer and their needs.
What are the data analysis techniques that improve your PPC campaigns? The answer is easy — automated ones.
There are plenty of data analysis examples that end in stressed marketers overwhelmed by the sheer volume and complexity of their marketing spreadsheets.
That’s not the case with PPC Signal users.
It’s the best data analysis tool because it streamlines your workflow with steady insights to improve your campaigns. You’re never left wondering what’s next or how you can improve your campaigns.
With PPC Signal, you can immediately respond to the ever-changing market and adapt to the latest customer behaviors.
Automation allows you to put all your time into taking action, instead of hunting down insights that tell you how to act.
Make the most of your time and your PPC strategies with PPC Signal.
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