This session is called “top 10 customized search analytics reports”But, I have a problem with thatMy problem is that I think reports sucks
- Here’s a little visualization about what I’m talking about- Reports suck, because they don’t make you money!- Search marketing is 1% data and 99% Optimization- Reports are just a means to an end
As a search marketer, reports make me cryThe process is incredibly tedious when you think about itWe have to gather, organize and report on data all BEFORE we get to the real meat:Analyzing and Optimizing Our AccountNothing in those preparatory steps helps your business. Every minute you spend costs you money.Conversely, every minute you spend analyze and optimizing makes you money.Our goal is then obvioius – Remove Barriers to Analysis by Minimizing and Automating preparationAnd toShorten the Analysis & Optimization Gap
Today, I’m going to show you 4 ways your reports suckand how to fix them
My name is Alex Cohen, I’m the Senior Marketing Manager at ClickEquationsWe are The First Intelligent Paid Search Platform. Check us out at ClickEquations.com. I tweet as digitalalex
The first problem is that reports often require too much thinking
This is an advanced conference. We’re all smart enough to focus on KPIs – the critical metrics that drive our business. Let’s use a simple example of a lead generation site. Here’s executive level data you might look at regularly. I like to think of these metrics like our vital signs. But, just like real vital signs, they don’t have value in isolation. They need context.Without it, we all have 1 big question.We need to replace subjective intepretation, with objective context.
One of the most insightful ways to add context is to contrast your progress vs. your own goals (assuming they’re realistic, of course). Pacing reports are the ultimate dashboard: everyone can understand them, they give you a pulse of your campaign health and you can spot problems before it’s too late.It starts your basic data. You can quickly ad context by adding your goals. Each time period (say, a week), you report on that week's performance against those KPI's. Then, you add the context of results-to-date vs. those goals. You roll up the time period and results to date. Next, and most important, you project the likely performance for the end of your time period (say, a month). Start with the simplest projection. Take the average daily results for each KPI (ex: 10 leads per day, $200 spend per day) and multiply it by the number of remaining days in the month.
Visualization can convey a lot more thank spreadsheet. Bullet graphs are a great example.By their nature, pacing reports work well at the summary level. It's much less common for PPC managers to have segmented targets. If you have enough account history, however, you might be able to set goals at the campaign level. In that case you might consider using a bullet graph in your analysis. You can easily scan and find underperformers with the additional context.
The 2nd reason reports suck is that your data is lazy
My favorite example of lazy data is top reports. How many people look at these reports or send them to clients?What I mean by “lazy” data is that it rarely moves. You keep creating the same reports, but there’s nothing new in them. Let’s take an example: here’s sample top 10 keywords for a sample client, sorted by cost for 2 recent months. 6 of the top 10 overlap. Looking at this data over and over again is going to atrophy your brain.
This problem is even more startling when you think about the account as a whole. This client has 25 brand keywords, 202 head terms that drive 80% of their revenue and then over 190K more keywords in their account. How the heck can top 10 reports do anything to help you with the long tail?
Avinash, whom many of you know and who is on our Advisory Board, has a great quote on this topic.
How to whip your lazy data in to shape
There’s no excuse for not trying this. Free plug-in.
The 3rd problem is that your data has no direction in life
What I mean by “no direction” is that there’s no sense of priority .Let’s use the example of Impression Share. If you don’t know what IS is, see the link at the bottom. Here, I’ve graphed the Impression Share Exact match, which Google reports at the campaign level. Blue shows the Impression Share Exact we go, Red is what we missed. So where do you even begin to analyze and optimize? We could pull some abitrary average and start with the campaigns with the lowest IS Exact.But, that’s too far from business results.
Instead of just taking the data as is, we can add another layer by PROJECTING what we could have gotten…You can clearly see there are 2 key campaigns where we’re leaving the most opportunity on the tableOpportunity Cost is rarely discussed in paid search, but it can be a powerful prioritization tool.
The 4th and final problem is that your data is terribly lonely
Quality Score is the classic example of lonely data. Most of us look a Quality Score at the keyword level. It’s easy for us to know when QS is low, because it has a defined range: 1-4 is poor,5-7 is OK,8-10 is "great“. It’s easy to know whether Quality Score is impacting a keyword, but how much is it impacting your account?
The difference between looking at QS at the KW level vs. the account level is like the difference between looking at a microscope and a mapA microscope is hyper analytical and hyper focusBUT: A map helps you easily understand the overall issue and context.
Distributions can be a great map of QS. Here’s sample data I pulled from one client. You can clearly see that they’re doing a pretty good job overall. Almost half is at 10, and most of the rest is at 7. There’s room for improvement, but you don’t need to obsess.
It’s even more powerful to look at this distribution and pair it with actual business outcomes data. You can clearly see what’s working and not working.
About me About ClickEquations Housekeeping – slides will be available after the presentation, phones are on mute, please ask questions in the chat box More free resources
4 Ways Reports Suck (And How To Fix Them) - Alex Cohen - SMX Advanced London 2010
Top 10 Customized Search Analytics Reports<br />@digitalalex<br />
4 Ways Reports Suck<br />(And What To Do About It)<br />Alex Cohen, Senior Marketing ManagerClickEquations| @digitalalex<br />
ClickEquations: Intelligent Paid Search Platform<br />ClickEquations enables you to manage all aspects of your accounts more easily<br /><ul><li>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</li></ul>www.ClickEquations.com | @digitalalex<br />
1<br />#<br />Requires Too Much Thinking<br />
Replace The Subjective With Objective<br />1 Big Question:<br />Is This Good or Bad?<br />
Pacing: Is Your Account On Its Deathbed?<br />Awesome<br />Expand Campaigns!<br />Be More Aggressive!<br />
Bullet Graphs for Instant Interpretation<br />http://clck.it/bullet-graph<br />
Listen to The Master<br />"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. <br />One effective strategy to deal with this purely data problem is to focus on what's changed." <br />-Avinash Kaushik<br />Author, Web Analytics 2.0Advisor, ClickEquations<br />
Whip Your Data Into Shape!<br />There are three parts to building an effective What's Changed report: <br />Segment: Campaign, ad group, keyword, text ad, etc. <br />Metric: Pick the data points whose change you care about. <br />Time period: You two time periods to define a change. <br />3 Key Tips<br />Start with ad groups and keywords<br />Focus on KPIs like Gross Profit, ROI, or CPA<br />Use Week/Week and Month/Month comparisons<br />
Try It TODAY: Free Google Analytics Plug-In<br />http://clck.it/whats-changed<br />
Microscope vs. Map: Quality Score Distribution<br />
Microscope vs. Map: Quality Score Distribution<br />
www.ClickEquations.com/Analyst<br />ClickEquations Analyst Excel Plug-In<br />1<br />1 – Integrated Within ExcelDirectly access or update any PPC data from inside of MS Excel<br />2 – Full Data Access<br />Pull any metric for any element of your accounts for any timeframe<br />3 – Refresh or Modify Data<br />One click update of existing data or choose to change dates or even accounts and pull new data down<br />2<br />3<br />