PPC can be complicated in itself don’t we know it, and that’s just the start! You’ve done all the fiddly bits, done the account set up and had things running for x amount of days. What’s next?
Reading the data of course – analysis! Some people are great at managing the accounts but fall at the hurdle of being able to complete a great analysis of the reports. Others shy away from the latter, even the word analysis can make those little hairs on the back of their neck stand up.
It doesn’t have to be that way though. Even if reading data isn’t your thing, here are some tips to help navigate through your insights.
Sort first, pull after
Getting the data can take a significant amount of time, more so the fact you don’t want to do it again. Before you start pulling data from the relevant sources, there are a few things you need to consider. Scope such as data sources, time frames etc. Metrics, think about what numbers you need to complete the analysis. What about dimensions? What kind of segmentation will you need? Also, consider structure, does the data need reshaped for any reason? On top of this, you should also have a general plan of how you approach the problem. What tools are you using to manipulate the data? Excel? Plan ahead – have a rough idea of the steps you are going to take because it will be worth spending time preparing in the beginning.
Have a goal from the get go
Referring to my first point about being prepared, I can’t stress more about the importance of setting your goals and objectives from the start. It will help to give you more direction with your analysis and make your time a bit easier if you have a specific question in mind that you need an answer for. Where are we wasting money? Why is our budget draining so quickly? What times/days of the week should we allocate more spend to increase conversions? That sort of thing.
A treat for the eyes
It is so easy to tire yourself out weeding out the data, numbers can start to look the same and merge together completely, a very headache inducing task indeed! When looking for insights, graphs can be incredibly useful in both finding answers and displaying your findings. As humans, we are very visual and are designed to look for patterns which are hard to find when scrolling through an Excel sheet. Using tables, graphs and charts you can take away data a lot quicker and clearer, add some excitement into the exercise!
Use pre-existing tools or automate
This may seem obvious to some, but if there’s a solution available which is built to help you with the task in hand, go for it! There’s no point trying to do things the harder, longer way when you can spend your time on something else worthwhile. There’s a lot of free resources out there as well as paid services that also have tools built in at your disposal. You can literally take an existing tool and simply modify it to fit your needs.
Of course there’s a lot more in depth, time consuming, nitty-gritty bits and pieces that come with a full PPC analysis, but I think each point can significantly help guide you when tackling all your data. By practising analysing the data, over time you will get your own feel about what works out best for you and how you can do things more efficiently.
With all that said, you should always check out all of your available options before making any decision.