What is an Insight in Advertising? Top 8 Strategies of Turning PPC Campaign Data into Actionable Insights

Today’s global economy is increasingly shifting from brick-and-mortar set-ups to the web, thanks to Covid-19. So many SMBs have collapsed due to the current economic landscape.

A recent survey revealed that 60% of SMBs in North America don’t know whether they’ll exist in the next six months.

How horrific is that?

Another independent survey discovered 2 of the most significant pain points suffered by today’s pay per click managers, which are:

i-Getting data early enough to act

ii-Extracting insights from data in an inexpensive and easy way

Are they relatable to your case?

As you read the blog post, you’ll be stunned by how you can easily mitigate the prevalent challenges mentioned above.

Every Pay per click (PPC) campaign generates data. Your success depends on your ability to process, manipulate, and ultimately translate that data into valuable insights. Ideally, you want actionable insight at the right time to optimize your campaigns.

Remember, an obsolete insight is no longer an actionable insight.

Read the article till the end to know why.

Changes happen daily. As we speak, changes are happening. Paid search marketing requires proactivity for long-term success. Proactivity is your ad campaigns’ ability to adapt to landscape changes, such as tastes and preferences, and actions of the competition.

Today’s digital marketing is characterized by the massive volume of data trying to communicate hidden messages to marketers.

Pay-per-click ad agencies should pay attention to what I am about to reveal if they want to survive the current recession due to Coronavirus.

Actionable Insights and Pay Per Click Ad Campaigns

Before we jump straight ahead to the problems in-depth, it’s crucial to recap the meaning of actionable data.

What are Actionable Insights?

Insight is the capacity to gain an accurate and in-depth understanding of phenomena.

Insights are valuable to marketers because they offer a deeper understanding of marketing’s essential aspects, such as audience behaviors, market trends, and performance-based on different dimensions.

These clues are vital in understanding how to refine strategies and if your current marketing efforts are productive or lack thereof.

That said, not all insights are created equally; some are more valuable than others.

Typical insights, which sometimes can be simply ‘noise,’ provide answers to some questions. Conversely, actionable insights answer the ‘why,’ which leads to action.

Think of an assistant or helper that provides you with the bigger picture of your journey’s status.

  1. Getting Data Early Enough to make timely and insight-driven decisions

Having a massive amount of data is inconsequential.

Why?

It’s the quality of your campaign data and how you choose to use it that counts. One of the most recurring problems among PPC managers is accessing insights timely to optimize their clients’ campaigns.

In today’s digital landscape, consumers are increasingly getting impatient.

They want immediate gratification and fast responses. PPC ad management agencies are under pressure to offer speed at scale and deliver speedier business models to react instantly to changing customer behaviors.

The focus on speed has changed everything. Not only do online brands offer same-day deliveries, but they must also move at the speed of culture. Businesses in need of connecting with modern customers require data at scale and speed.

To do that, they must digitize the entire customer life cycle and collect data at each point of their journey.

Organization silos could be one of the reasons why your paid search campaigns management agency is losing clients and revenue in the long term.

It leads to the following undesirable outcomes:

• The inefficiency of marketing spend
• Increase in the likelihood of human error and negligence
• Duplication of efforts across departments
• Negatively affects staff collaboration
• Decreases the morale of the employees

For PPC agencies to become technologically and socially agile, they are joining forces with intelligent technology partners that offer digital and consumer marketing expertise and fast dashboard reporting aligned to relevant data as it comes in.

Proactivity vs. reactivity

Pay per click (PPC) marketing is very dynamic due to changes beyond your control, such as shifts in ad platform terms, search queries,  consumer preferences, competition, or even changes as a result of the optimization you’ve already implemented’.

In other words, change is inevitable. This is where the concept of proactivity vs. reactivity comes in PPC campaign management.

Reactive management refers to a situation in which one does not plan for problems or opportunities. Instead, a person using reactive management responds to each case as it happens.

Reactivity is hectic, stressful, and inefficient. Conversely, proactivity is taking steps and measures to mitigate phenomena before it happens.

Imagine your house is on fire and you’ve called the fire department. However, the firefighting team’s delay by 20 minutes, probably due to traffic and your property razes down to ashes. They manage to show and put off the remaining fire, albeit you’ve lost your home.

How would you feel?

Firefighting is a perfect example of reactive management.

Essentially, you respond after the damage has happened rather than formulate systems to mitigate such risks beforehand.

On the other hand, imagine you’ve installed a smoke detector to alert you of fire. More so, you have an extinguisher to put off fire, instead of waiting for the fire department to respond.

How relieving would this be?

In the scenario mentioned above, the smoke detector represents an AI-driven PPC management solution. Just like a detector, it’s always on the lookout for significant changes free of ‘noise’.

A fire extinguisher is an analogy for insight-driven decision making because it’s an equal match to fire (attributes resulting in losses in a paid search campaign)

Imagine your paid search marketing agency enjoying the benefits highlighted below:

• Save your clients and business tons of money
• Save your limited time to focus on issues of strategic importance, such as customer retention
• Grab opportunities maximally as they come
• Enjoy a strategic edge over the competition
• Provide you with long term peace of mind

  2. Extracting Insights from Data in an Inexpensive and Easy way

There was a time when seasoned pay-per-click (PPC) managers relied on their gut feeling when making decisions.

Today, the data is there, but access to it is difficult, meaning marketers are not happy. Extracting data from your Google manager account is a daunting task.

Google manager account comes equipped with an API to facilitate the extraction of campaign data seamlessly.

An ‘API’ is a piece of code that facilitates communication between two applications. You need an in-house programmer well-versed with the inner workings of the Google Ads platform.

After a programmer extracts your data, you need a data analyst to extract valuable insights.

The average salary for a digital marketing analyst with 1-5 years of experience ranges from $47,000 to $71,000 a year. Besides, it doesn’t include the cost of hiring, training, administrative overhead, and employee benefits that amount to more dollars spent on a single hire.

An in-house programmer earns between $65,000 and $120,000 depending on skills, specialization, and years of experience.

An in-house digital marketing analyst and programmer provide stability to your ad agency. However, outsourcing the tasks mentioned above to an AI-driven marketing tool seems to be the ‘sure bet’ to cut your costs drastically.

PPC managers are inundated with campaign data. They’re struggling to extract empirical evidence and actionable information to drive decisions and create meaning from it.

Data becomes valuable only when it is translated into actionable insight. However, the sheer volume of data acquired means that many of the insights that could be extracted are going untapped.

The key to dealing with these issues is clearly understanding what you want to get from your data. Savvy PPC agencies are finding ways to collect behavioral data from interactions and then extrapolate insights to improve the user experience (UX).

This data challenge is often alleviated by balancing data with insights and affordable and intelligent marketing tools.

Various intelligent pay-per-click management solutions exist that provide powerful analytics to unlock insights and deepen the brand relationship with customers.

However, there’s an AI-driven PPC management assistant that’s Affordable and Easy-to-use to small and medium paid search marketing agencies and is trending in 2021.

Stick until the end to learn about the ground-breaking marketing tool that’s capable of driving exponential improvement of 3,778% on your clients’ return on investment (ROI).

Imagine having an intelligent tool that lets you know sooner about risks and opportunities before their time and helps you stay one step ahead of your competition with data-driven decisions.

“From insight to foresight.”

What are the Top 8 Insider Strategies for Turning your PPC Campaign Data into Actionable Insights?

  1. Measure the Right Things

You can’t optimize what you don’t measure. Besides, there’s not a one-size-fits-all solution for all PPC campaigns.

Why?

Every business is different and should be treated as such. More so, paid search marketing campaigns usually have custom objectives such as: email sign-up, actual sale, or watching a video.

Let’s assume you run an e-commerce site. Ideally, you would want to know the answers to the questions below:

1. Which channels drive the most conversions?
2. Do your customers use multiple devices before buying your offerings?
3. Why are users bouncing off your website?
4. What landing pages need to be improved, and in which channel?
5. What are the look-to-buy ratios for your products and product categories?

You need to think ahead about what’s relevant to your ad campaigns.

  2. Ask the Right Questions to Stakeholders

Who are your stakeholders?

Let’s start with your most important stakeholder, that is, your customer.

How often do you go the extra mile to answer all the questions the ‘emperor of all stakeholders’ asks?

‘Extra mile’ is an analogy that denotes how you can tap into the stakeholder’s aspirations and challenges by asking the right questions. I mean problems that are aligned with your online business.

The right questions can help you get a view of your campaign in relation to macro variables, such as competition, technology, and changing tastes and preferences.

2021 is the year of asking the right questions, agreed?

In case you’re asking the right questions, what tool are you using to make sense of the answers you are getting?

  3. Use Segmentation to Drive Action

Segmentation is the quickest way of deriving actionable insights from your massive campaign datasets.

Start by grouping visitors with similar attributes together based on the overall goal of your PPC campaigns.

Identifying segments will significantly enhance your understanding of customers’ behavior. You can use this information to assemble an optimization plan.

  4. Use Clear Visualizations to Convey your Message

How you present your data makes a massive difference in the overall outcome.

Do you find presentations with numbers and words impressive?

Remember the proverbial phrase ‘a picture is worth a thousand words’. Data visualization appeals to the human subconscious more than mere numbers and words.

It’s essential to articulate a data story with as much ‘what,’ ‘how,’ and ‘why’ behind it. This will turn your data into insights and profitable business decisions.

  5. Discover the Context of your Dataset

Everyone has got data and their data-driven insight. In most cases, a superior understanding of context leads to the best decisions.

Make sure to establish context for the data you are seeing.

• What do these numbers mean?
• Are they important?
• Does it affect the business?
• How is the data collected?

Data without context isn’t that meaningful and can lead to bad business decisions because of misconstruing it.

  6. Build a Proactive Optimization Plan

Use the “Define Measure Analyze Improve Control” process (DMAIC) to improve your business.

It’s one of the Six Sigma concepts you can directly apply in your situation.

In short, it comes down to:

• Define the problem or hypothesis, stakeholders, and scope of analysis.
• Measure relevant data and conduct fundamental analysis to spot anomalies.
• Analyze with your statistics and visualization skills to work to establish correlations and patterns
• Improvement: Implement solutions based on insights
• Control the change by deploying (A/B) tests and monitoring KPIs.

  7. Construct a Relevant Hypothesis for Objective Analysis

An articulated hypothesis is the start of any “analysis.” It should have the potential to drive action.

Come up with your hypothesis. Take a look at the examples below:

• I believe we will earn $250,000 in sales revenue at the end of 2021. (This is the hypothesis)
• If I am right, we will earn $250,000 in sales revenue this 2021. (This is the insight-driven qualification).

Formulating the statements above is indeed a daunting task, but you’ll save a ton of resources, such as time.

  8. Integrate your Data with Emerging Innovations

Think about integrating campaign data with emerging technological solutions, such as Artificial Intelligence (AI) and machine learning (ML). Mining your campaign data will enhance your customer understanding and can deliver great insights.

What’s the Trending PPC Tool that can Help Turn your Online Business’ Fortunes Around – 2021?

In light of the 2 (TWO) problems mentioned above, you agree that anything that puts you ahead of the pack is the gold.

Why?

In today’s digital marketing landscape, speed, agility, and insights are the central differential between successful PPC managers and failures.

Why Use third-party data-driven PPC management tools?

You can manage PPC using only Google Ads online interfaces. However, your campaigns will miss out on the insight-driven recommendations for optimization.

Meet an intelligent pay-per-click application called the PPC Signal tool that has been designed with PPC managers in mind.

Let’s revisit the problems mentioned earlier and discover FIRSTHAND how PPC Signal alleviates them.

“Getting Actionable Data Early Enough to Make Timely and Insight-Driven Decisions”

Information is most valuable when it is fresh. The faster you respond to a new opportunity, the less competition you face over resources.

Often, the first organization to notice an opportunity is the only one to profit. PPC Signal updates faster than any human operator could manually generate them.

You remain informed of data changes instead of receiving a report the day after a significant shift.

PPC Signal tool provides your ad agency with ‘this minute level of insight’ to ensure you’re creating value for your esteemed customers.

STOP and imagine your business enjoying the benefits highlighted in this post.

Then ask yourself, “Is it essential to choose the right PPC management application?”

You don’t have to miss the key insights to optimize your ad campaigns. Using an insight-driven tool tailored to your PPC business’s needs will keep you looped with real-time actionable data to improve your clients’ ad campaigns.

Remember, the client is King. The lifeline of your PPC ad agency depends on whether your customer sees value in your services.

What’s value?

For you to attract and retain your customers, you have to maintain a profitability track record.

Using an intelligent PPC application to compliment your skills and experience is the missing piece to your profitability puzzle.

Let PPC Signal handle PPC management of your client accounts so that you can focus on strategic issues, such as attracting new customers, keeping a close watch on competition, or crafting a long-term plan.

Managing your clients’ ad accounts does not have to take all your time. There’s an affordable, intelligent Pay per click (PPC) application designed to cut the cost of extracting campaign data from your Google manager without having to hire extra pairs of helping hands.

Think of a PPC management tool that can outperform a programmer and a data analyst combined by more than 200% at a fraction of cost. A well-optimized PPC campaign means more conversions for less money.

Essentially, you don’t have to spend on hiring and onboarding JavaScript (JS) programmers and digital marketing analysts if you choose to work with the only affordable insight-driven PPC management tool in the market right now.

PPC Signal limits the room for human error and brings accurate, data-informed, and tested insights and opportunities right to your screen.

PPC signals scan your ad campaign’s data and send two alerts: risk (red) and opportunity (green color).

Risk factors can be an increasing cost per click parallel to falling conversion value. Ideally, you want a lower CPC and higher conversion to break-even in your campaign.

An excellent example of an opportunity signal is when your performance metrics, such as CPM, are already high, but your CPC is growing.

The opportunity in this scenario is conserving or re-allocating your ad spend to 20% contributors of your 80% success.

This implies that you get first-hand insights to optimize your account in a very EASY way.

Scanning for problems consumes all of your time and pushes you to a loss. Sign up for the PPC Signal trial because you have everything to gain and nothing to lose.

At the PPC Signal dashboard, select the conversion rate from the metrics and get an automated signal in the middle of your screen using your campaign’s latest data.

You can further explore the signal to dig more into it.

When you can click on the explore button, you can get the graphical data of your campaign that helps you check-in details from how long your conversion rate is going downward.

You can also check the data in tabular form to narrow the other campaign metrics affecting your campaign conversion rate.

PPC signal as shown in the above screenshots serves as the early warning detection system for your PPC campaign, informing you it’s time to go in and make a change.

The insights generated by the decision engine application can benefit your PPC management agency in the following ways:

1. Save tons of money in overhead costs
2. Conserve your ever limited time by almost 80%
3. Maximize emerging opportunities ahead of your competitors
4. Make your clients’ happy and retain them by creating value for them

Wrap Up

It’s crystal clear even without probing further that the TWO of the common recurring problems that every pay per click (PPC) manager face are:

i-Getting actionable data early enough to act

ii-Extracting insights from data in an Inexpensive and Faster way

Getting actionable data early enough in today’s digital marketing landscape is the common differentiator between a winner and a loser.

Real-time insights that help you to maximize opportunities or mitigate upcoming risks in your Google Manager are GOLD.  Speed in pay per click (PPC) data analysis is critical.

Detect issues in their infancy because opportunities are short-lived.

Secondly, you don’t need to incur extra labor costs in onboarding programmers and data analysts to extract data from your Google Manager EASILY and INEXPENSIVELY.

There’s an AFFORDABLE and EASY-TO-USE tool that comes free of human negligence and subjectivity. It’s no longer about trusting intuition or experience my fellow PPC managers. Today’s global economy is highly data-driven.

Whether you are: analyzing data, identifying new opportunities, tracking changes, making daily improvements, or just performing simple management activities, it all takes more time than you have in a day.

It doesn’t have to be this way.

There’s an intelligent decision engine designed to HELP you mitigate the aforementioned paid search marketing challenges.

At its core, PPC Signal is about making this task of managing and improving campaigns easier and less tedious. By automatically detecting shifts, trends, and outliers in your campaign performance data, PPC Signal quickly alerts you to potential and noteworthy changes that need your attention.

Besides, it dramatically reduces the time and effort required to find ways to improve campaigns and unlock new opportunities for gains.

The sooner you know, the more time you’ll have to react.

Do you want double conversions in a few weeks?

Just try the PPC signal today and sit back.