Down The Rabbit Hole - Optimizing Programmatic Campaigns
Read on for 8 tips that you can implement when analyzing the performance of your programmatic campaign.
All right, you don’t have to stop right this minute, but sometime in the next 24 hours. I promise this is going to be to you and your account’s benefit! Whether you’ve been in PPC account management for a few years or a few months, anyone can overlook specific analysis of metrics other than ROI/ROAS/revenue/conversions given the vast array of data that is available. Think of this as a reminder list to check in on these metrics even if they aren’t performing poorly. There’s potential to learn more when there isn’t something wrong because it’s purely analytical thinking, with nothing looming that needs an immediate fix.
Further, some of the metrics covered in this post cannot be tracked historically in the PPC interfaces (i.e. Quality Score), so you’ll want to download reports on your keyword/ad group/campaign/account-level data occasionally. This will give you the ability to see your progress (good or bad) on these metrics and pick out potential issues or wins.
The following 10 metrics may not be directly correlated to your key performance indicators, but all of them contribute in some degree and will be responsible for account improvements if given the attention and TLC they need. In no particular order:
I have all the faith in the world in our PPC Hero readers, so I’m sure every one of you just rolled your eyes and said, “Duh, Kayla…of course I check X. Thanks for the help. GEEZ!” However I would also venture to guess that at least one of those ten caught your eye and made you think, “Wait, when was the last time I checked that?”
I would also highly encourage you all to set goals, if even just for yourself, for all these metrics. I’ve had conversations with clients before who don’t particularly care about performance changes in CTR, for example, unless it’s a drop at the same time conversions fall off. I find the increases in CTR to be incredibly valuable, specifically when that rise doesn’t correspond with a greater volume of conversions! Nonetheless, setting supporting metric goals almost forces you to pay attention to the previously mentioned data points, even if it’s not something you regularly report to your team or client. Improving performance on any of those numbers is going to be good for your account, so give them a portion of your optimization focus whether they need attention at the moment or not.
Tell us what you think! Did any of the metrics on the list jump out at you as a potentially ignored area of account performance you need to look in to? Any other metrics you’ve found yourself ignoring recently to add to the list? Share your thoughts, ideas and experiences in the comments section below!
Feel like you need some PPC Hero help with looking in to similar metrics, reviewing your account and analyzing performance? Let us help you prioritize a list of optimizations at Hero Conf in Austin this April! We’ve got a 1-on-1 workshop planned for day 3 and we’d love to see you there! Check out the Hero Conf site for more details on the workshop, the entire conference and registration info!
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