4 Ways Reports Suck (And How To Fix Them) - Alex Cohen - SMX Advanced London 2010

by Alex Cohen on May 18, 2010

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Search marketing is 1% data and 99% action. But, we all spend a lot of time on reporting. This presentation shows you 4 ways PPC reports suck and how you can fix them.

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Search marketing is 1% data and 99% action. But, we all spend a lot of time on reporting. This presentation shows you 4 ways PPC reports suck and how you can fix them.

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4 Ways Reports Suck (And How To Fix Them) - Alex Cohen - SMX Advanced London 2010 — Presentation Transcript

Top 10 Customized Search Analytics Reports
@digitalalex

Visualization of Why Reports Suck

Reports Make Search Marketers Cry
- $ £ €
Minimize & Automate
Gather
Organize
Report
Analyze
Optimize
Shorten The Analysis/Optimization Gap
+ $ £ €

Automate The “A Ha!” Moment

4 Ways Reports Suck
(And What To Do About It)
Alex Cohen, Senior Marketing ManagerClickEquations| @digitalalex

ClickEquations: Intelligent Paid Search Platform
ClickEquations enables you to manage all aspects of your accounts more easily

Campaign management with bulk editing and easy-to-use optimization
Powerful bid management createdwith experts from the Wharton School
Best in class analytics for advanced and automated reporting
And ClickEquations makes it all easy through Segments, Adviser, and Analyst

www.ClickEquations.com | @digitalalex

1
#
Requires Too Much Thinking

Replace The Subjective With Objective
1 Big Question:
Is This Good or Bad?

Pacing: Is Your Account On Its Deathbed?
Awesome
Expand Campaigns!
Be More Aggressive!

Bullet Graphs for Instant Interpretation
http://clck.it/bullet-graph

2
#
Your Data is Lazy

Top 10 Reports Are Lazy
March ‘10
April ‘10

Lazy Data Makes the Long Tail Cry

Listen to The Master
"While we obsess about our brand terms and our top ten key phrases the reality is that the long tail of search means that our organic and search campaigns focus on tens of thousands or hundreds of thousands of keywords.
One effective strategy to deal with this purely data problem is to focus on what's changed."
-Avinash Kaushik
Author, Web Analytics 2.0Advisor, ClickEquations

Make Your Data Move: What’s Changed?

Whip Your Data Into Shape!
There are three parts to building an effective What's Changed report:
Segment: Campaign, ad group, keyword, text ad, etc.
Metric: Pick the data points whose change you care about.
Time period: You two time periods to define a change.
3 Key Tips
Start with ad groups and keywords
Focus on KPIs like Gross Profit, ROI, or CPA
Use Week/Week and Month/Month comparisons

Try It TODAY: Free Google Analytics Plug-In
http://clck.it/whats-changed

3
#
No Direction In Life

Impression Share Exact Match
http://clck.it/impression-share

Prioritize with Opportunity Cost

4
#
Your Data is Lonely

Hyper Focused on Quality Score

Microscope vs. Map

Microscope vs. Map: Quality Score Distribution

www.ClickEquations.com/Analyst
ClickEquations Analyst Excel Plug-In
1
1 – Integrated Within ExcelDirectly access or update any PPC data from inside of MS Excel
2 – Full Data Access
Pull any metric for any element of your accounts for any timeframe
3 – Refresh or Modify Data
One click update of existing data or choose to change dates or even accounts and pull new data down
2
3

ClickEquations – Alex Cohen
www.ClickEquations.com
acohen@clickequations.com
484-362-1321
www.AlexLCohen.com
@DigitalAlex

4 Ways Reports Suck (And How To Fix Them) - Alex Cohen - SMX Advanced London 2010

by Alex Cohen on May 18, 2010

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4 Ways Reports Suck (And How To Fix Them) - Alex Cohen - SMX Advanced London 2010 — Presentation Transcript