3 Forecasting Strategies For PPC Data Anomalies

My Post (7).pngCOVID-19 is impacting every area of our lives. Working for an agency, or within a marketing department, I imagine it impacted your client’s marketing budgets (or your own) for the immediate future and most likely, for the rest of the year and into next year.

I have a client that was severely affected by COVID-19 in an extremely positive way – they could not keep up with the influx of demand. This drastically shifted our digital priorities and budgets. We are now in the midst of putting together budgets for their upcoming fiscal year, and in doing so, ran into quite a few hiccups because of COVID-19 and the resulting performance and budget shifts.

As a result, I’ve found there are a few different ways to review PPC data from the COVID-19 period.

There are three scenarios I would encourage you to look at as you create new budget projections for this year:

  • Digital revenue as is (no adjustments, no normalized numbers, no accounting for increases/decreases in spend)
    • This situation focuses on revenue to dollar ratio that actually happened before, during, and continuing through the virus outbreak
  • Digital revenue with the impact of COVID-19
    • This situation focuses on revenue to dollar ratio and any compensations that were made to your marketing budget due to the virus outbreak
    • Situation two is different from situation one as situation two takes into account if you raised or lowered your digital spend due to COVID-19. Situation one focuses on maintaining everything ‘as-is.’
  • Digital revenue without the impact of COVID-19
    • The final situation focuses on throwing out data from the COVID-19 period and considering whatever performance happened as an anomaly. A line would have to be drawn at the onset of the virus to an agreed-upon date to when normalcy in performance is/was anticipated.
      • In the case of my client, it was March 15 – to date (or until demand died down to normal levels.)

Strategy One – Projections Without Adjustments

This situation is likely the easiest to account for projections. Many marketers would likely deem this situation ‘passive.’ It is putting you in a passive position where you aren’t letting external factors impact your decisions. Your marketing dollars are set and you will not shift one way or another due to performance.

To forecast within the parameters of situation one, project budgets with all metrics remaining constant. For example, all CPCs, impression share, CTR, and CVR are assumed to not change compared to your lookback window (lookback window = the time frame you are referencing performance to project future time frame, such as last year, six months, thirty days, etc.).

In the example below, you’ll see that the revenue forecast is closely correlated to changes in the cost or budget. That is because we assumed all other metrics, like CPCs and impression share, would remain constant.

Strategy Two – Accounting For Fluctuations

Situation two differs from situation one because you are accounting for any fluctuations in the budget you made due to the virus. This situation also anticipates performance taking time before it adjusts whether it is because the virus will calm down, seasonality, or general interest returns or declines. This situation adjusts for seasonalities AND anomalies.

When accounting for fluctuations due to COVID, or any other unexpected event, you are taking into account the performance from the time period of the event and including that data in your averages (or however you choose to do your forecasting). Depending on the industry, this strategy may be the most misleading in budget forecasts. – Read more

A Comprehensive Guide to Ad Testing

My Post (5)Back in the olden days, ad copy testing consisted of adding exclamation marks or using proper case. That was also when you only had one headline. Times have changed and so has the sophistication of ad testing. I’ve compiled a list of things to take into consideration for your next ad test.

Draft a Google Experiment or run test in the current ad group?

After talking to several people and clients I’ve determined it depends on your preference. Using experiments is a good way to allocate a portion of your budget to your test and decide if you’d like users to see only your test, original ad or make it random. Not to mention, if you prefer less cluttered ad groups, your experiments are housed in their own experimental campaign.  So then why would you want to run a test without experiments? Perhaps you’d like to see how Google treats your ads by using machine learning.

How to decide where and what to test?

It’s obvious to start testing where performance is poor, but which metrics should you compare? CTR and conversion rate should always be two of the metrics you should pay attention to, after all, they represent how users respond and convert to your copy. The first metric to pay attention to will depend on your goal, it could be conversions, cost/conversions, or ROI.

Using ROAS as our goal, we can see in the table below ad 4 has the highest ROAS and highest CTR, great so we’re making money AND the copy resonates with users. However, if we also take into consideration conversion rate and CPT, ad 3 is the clear winner. We’re still making money; the copy converts at a higher rate AND we’re saving money with a lower CPT.

Example of 4 ETA results with important metrics.

Great, now you have your winning ad, make it your control. Now decide if you’d like to conduct your test in the headlines or description lines. If you decide to conduct your test in the headlines, make sure it fits within headlines 1 & 2. Headline 3 is known to show less often which can skew your results. So, what do you test? Add a unique value proposition, exude brand authority, or try dynamic keyword insertion (DKI). There are so many possibilities, but hold on, you don’t want to add too many variables to your test. Then you won’t know if it was the personalization of DKI or your unique value proposition that worked.

A table explaining how to conduct a test using the headline fields.
A recommendation of how to test headlines. – Read more

Google Analytics – Beginners Guide

My Post (4)Google Analytics is one of the best web analytics tools on the market today. More than 50 million websites worldwide trust this powerful and robust application.

Any website can use Google Analytics to get a better understanding about what visitors are doing on the site. This free tool makes it easy to track and analyze crucial data.

There are dozens of different reports you can access using GA. Some of these are simple, while others are a bit more complex.

As a beginner, I’ll explain which reports you should be using to get started. This guide will also walk you through the process of installing Google Analytics on your website.

What is Google Analytics? Why Use it at All?

Google Analytics is a free website analytics application that helps webmasters analyze site traffic. It’s one of many tools provided by Google for website metrics.

In short, the platform gives you a complete picture related to your site performance.

GA collects a wide range of data and generates insightful reports. You can use those reports to learn more about your website and its visitors.

Some basic information collected by GA includes how many visitors your site gets, where those visitors come from, how they navigate through your site, how long they spend on each page, and much more. The list goes on and on.

Why do you need Google Analytics?

Your website is the nucleus of your online presence. Whether you operate personal blog, small business website, or international ecommerce company, your website plays a crucial role in your success.

By using Google Analytics, you’ll have a better understanding of how effective your website is as a marketing tool. You’ll learn valuable information, such as which digital campaigns are driving the most traffic to your website.

Tracking traffic patterns and visitor behavior allows you to measure the effectiveness of your website, combined with your overall digital presence.

Where are your website visitors located? Which marketing channels are driving the most traffic to your site? What are the most popular pages on your website?

All of these questions, and more, can be answered with Google Analytics.

The Most Value You’ll Get: Seeing Your Traffic Volume

Everyone who uses Google Analytics loves it. I fall into that category as well. Any time I create a new website, the first thing I do is install GA; it’s become second nature.

While Google Analytics has seemingly endless capabilities, the vast majority of GA users just use it to monitor their traffic volume.

As a beginner, this is the most valuable information that you’ll get from using this tool. Traffic is one of the most critical data points for running a website and business.

Seeing your traffic go up or down by the day, week, or month is extremely beneficial.

Even at a basic level, you can learn a lot about your the performance of website by monitoring the traffic. If traffic is increasing, something is working. Is traffic decreasing? Something is wrong or needs improvement.

For newer websites, seeing your traffic increase is a major validation metric. It helps keep you on track and motivated that you’re doing the right thing.

2 Other Useful Reports

Most of you will install Google Analytics, use it to quickly check your traffic, and then log out. While that’s totally fine, there are a couple of other useful reports you review.

  • All Pages
  • All Traffic

Even as a beginner, you’ll want to check these out.

All Pages

The All Pages report is located in the “Site Content” section of the “Behavior” menu on the left side of your GA dashboard.

The report displays all of the pages on your site that people have looked at over a certain time period. It’s helpful in determining what visitors are interested in when they land on your website.

Viewing the All Pages report will tell you which pages need to be updated or improved. Pages with the highest level of interest should be optimized for conversions. If an important page isn’t getting much attention, you can make adjustments accordingly. – Read more

The Best Keyword Research Tools You May Not Be Using

My Post (3)Recent survey results from SEMrush reveal that 91% of marketers in 2020 are utilizing content strategies as part of their marketing efforts. The breakdown of the types of content that marketers prioritize shows blog posts continue to top the list with 86% of content strategies leveraging blogs.

To date, over 4 billion websites exist. Combine this with constantly changing search algorithms, and it’s understandable why it’s challenging for blog content to rank in search. However, it’s important to remember your website isn’t competing against all 4 billion sites.

First, we can reduce the number of websites to rank against from 4 billion to the ones within the same niche as your company. By narrowing the scope of goals to focus on a company’s KPI’s, you create consistent, measurable analytics you can track monthly. This will help ensure that your website is ranking for the right search queries.

Implementing SEO best practices, which includes incorporating targeted keywords, is a crucial part of an analytics-backed content strategy. Each blog post is an opportunity for a web page to appear in a search query. By tracking how web pages rank in search for impressions, clicks, time on page, and conversion, companies can gain a clearer idea of how potential and current clients are engaging with content. Some KPIs to consider are measuring the number of conversions on specific landing pages, how many people followed up and called to learn more about your services, or emailed and scheduled an appointment for a demonstration.

Another critical aspect of a strategic content marketing plan is creating unique content that adds helpful information and contributes to the conversations within your industry. If you answer the same question that your competitors have already explained, why would someone click your blog post link? When you take the time to extend the conversation, you can help people generate additional ideas, encourage more in-depth discussions, and position yourself as a thought leader within your industry.

In order to leverage the right content at the right time, SEO best practices include conducting keyword research. When you know which industry keywords have the highest search volume, you can begin to create a content calendar that focuses on specific content topics you know your clients and potential clients are already reading.

There is a difference between identifying a broad topic by the search volume and narrowing the subject matter further by researching specific phrases, otherwise known as a long-tail keywords. When you pair search volume with a keyword difficulty range, you will identify the best topics to feature that fit what your buyer persona is searching for, and that also highlight your company’s services and products.

For example, let’s say your broad keyword term is “commercial property.” Depending on the real estate market, the long-tail keyword phrase could either be “short sale commercial property” or “best investment commercial property.” Writing the wrong blog post could make you seem out of touch with current events and cause your clients to question whether you understand the commercial real estate market.

Which Keyword Research Tools Should I Use?

There are a lot of options when it comes to choosing a keyword research tool. Many of them offer a free trial period or give you minimal information unless you pay a fee. The thing to know about these tools is that most of them are gathering information from the same source – Google. So, you could end up paying multiple sources for the same data sorted in different ways. That’s why it’s great to have a variety of free sources that look at keywords from different angles.

First, it’s important to make sure that you connect your website to Google Analytics and Search Console. Take time to review data such as Behavior Analytics and see which content is most popular with the people who already know about your company or follow you on social media.

Additionally, you should use a tool such as SEMrush, Serpstat, or Google AdWords to pull a list of broad keywords by volume. This will help you confirm you are on the right track for your buyer persona. Now it’s time to dig into finding those long-tail keyword phrases and also figure out which questions are trending when it comes to your industry keywords.

The Best Keyword Research Tools You May Not Be Using

AlsoAsked.com

AlsoAsked.com takes a search term and maps what other questions “people also ask.” The algorithm presents a visual map grouping how each sub-question topically stems from the overarching topic. AlsoAsked.com allows you to sort by Term, Language, and Region. – Read more

When To Test Google Ads Portfolio Bidding

My Post (2)Automation is a feature that isn’t going away anytime soon and Google continues to offer additional features. Portfolio bidding has been around for a while, but it’s something I’ve just recently started experimenting with after having a lot of success with automation at the campaign level. In this post, I’ll break down portfolio bidding and 5 scenarios when I tested it.

What Is Portfolio Bidding?

Portfolio bidding allows you to group campaigns together under one bidding strategy. This gives you the opportunity to feed more data into Google’s AI and ultimately drive better performance.

There are some other smaller benefits too. You can save time by managing multiple campaigns at once and set maximum bid limits on Target CPA and Target ROAS campaigns. If you’re seeing success with those strategies but are plagued by high CPCs, this could be an option to help mitigate those risks.

How to Create a Portfolio Bidding Strategy

These are all saved in the shared library under the bid strategies tab. Here you’ll have the opportunity to create new strategies and check on performance. You can find details under each strategy along with useful tips that should yield better results.

If you’ve set up an automated bidding strategy in the past, you should be well familiar with the process and what strategies work best for you. Keep in mind, picking the right strategy is still important (maybe more important). The larger amount of data isn’t going to offset the wrong choice.

When To Test Google Ads Portfolio Bidding

Based on my experience, I recommend using the underlying intent of each campaign to guide which campaigns get grouped together for portfolio bidding. Oftentimes, campaigns are over-segmented based on other account goals: controlling budget, match types, devices, audiences, etc. Portfolio bidding allows us to unify those campaigns while keeping some of that segmentation in place.

Here are a few Google Ads account scenarios when I’ve tested portfolio bidding.

Campaigns Segmented by Location

This was one of the first scenarios in which I tested portfolio bidding. For one brand, campaigns were segmented by location between the brand’s home state and other high-value areas. This allowed the brand to allocate more budget to its closest audience but also slightly tweak ads to people living further away.

The underlying objective & theme of the campaigns were the same which prompted the test.

Campaigns Segmented by Audience

We expect remarketing audiences to perform better and we can use that to our advantage in a unified strategy. If you have the budget, you can use a Target CPA or Target ROAS strategy to offset more expensive conversions at the top of the funnel from the remarketing audience.

Campaigns Segmented by Match Type

While I’ve been moving away from breaking campaigns out by match type, it still makes sense in some instances or if restructuring hasn’t been a priority. Utilizing portfolio bidding will allow you to combine those campaigns from a bidding standpoint. – Read more

5 Effective Ways to Improve Your Click-Through Rate

My Post (10)What is a Click-Through rate?

So, you have added PPC in your digital marketing strategy? That is a smart move! Your SEO efforts, combined with an exceptionally performing PPC campaign, can make wonders happen for your business. Prepare yourself for a consistent stream of traffic on your website.

Firstly, you must examine how well is your PPC campaign performing. Is it interesting enough to encourage people to click on it? How will you know?

Answer: Click-through rate, or CTR.

If you are entering performance marketing, CTR is something you need to have a complete understanding of because it tells you a great deal about your PPC campaign’s performance. So, let’s dive right into it and get to know what CTR is and how you can improve it to boost conversions on your website.

Understanding the Click-Through Rate

CTR is one of the most important performance metrics that help you track the performance of your PPC ad campaign. To calculate these performance metrics, you have to divide the total number of people who clicked your ad, the number of clicks in simpler words by the number of times the ad appeared, known as impressions.

Click-Through Rate (CTR)=(Number of Clicks)/Impressions

A low CTR is an indication that your ad is not engaging. A high CTR tells you that your ad is impressing the viewers and encouraging them to click the ad. However, a high CTR and low conversion rates are an indication that your ad is not giving out the right message to your audience.

Improving Your Ad’s Click-Through Rates

Five Tactics for Success

Every business owner wants to get more clicks on their ads, you want that too, right? Well, it is time that you step up your PPC game and boost its CTR and increase the traffic on your website. The more traffic your website gets, the higher are the chances of conversion. Not only this, but a high CTR means a drop in the per-click cost.

The question is, “how do you get more clicks on your ads?

1. Know Your Audience

The first step in every marketing campaign is to understand your audience. If you do not know your audience and do not have a clear customer persona in your mind, your ads will most likely attract the wrong audience. Imagine selling customized cupcakes, and getting traffic of people who want to eat pizza. You see, this is how important knowing your audience is. It will help you choose the right keywords, the perfect images, and you can hit the right pain points.

Want to get ahead with your paid advertising? Start by thoroughly researching your audience.

2. Use of Countdown Timers

Do you know what works best in provoking an online surfer to click on your ad? Sense of urgency.

You need to instill a sense of urgency in your ad. To do that; you can use countdown timers. Instilling a sense of urgency is what the world terms as “FOMO,” which stands for Fear of Missing Out. The ads with a countdown on them, perform much better than those without a timer. The factor of FOMO is what triggers your potential customer to click your ad. If you have aligned your ad with your business’ definition, it will help you shorten the conversion funnel.

With countdown timers, you can boost the CTR by 32%. The best thing about these timers is that they do not require you to be computer-genius. All you have to do is add “[=” in your description or headline and just set the parameters. It is that simple!

Who knew improving the CTR would be so easy, right?

3. An Engaging Ad Copy

One of the essential factors in PPC ads is, of course, the ad copy. You need to provide value to the viewers in your ad copy. A short but engaging ad copy is what takes the win here. Users want to see is the value your products or service can bring to their doorstep. – Read more

How to Address Low Search Volume Keywords in Google Ads

My Post (5)You’ve done it! You built your first Google Search campaign after many hours of planning, projecting, and strategizing. The ads and keywords are all uploaded and visible in the interface, and you are performing your final QA. But then it hits… you open the campaign only to find out that Google has flagged many of your keywords as ‘low search volume’ and won’t trigger ads for them. Have no fear! This is a common situation for Search advertisers, and there are several ways to address it.

How is a Keyword Considered Low Volume?

A Google Ads keyword is considered low volume when Google associates very little search traffic with it, which shows that the keyword is irrelevant to most customers’ searches. When a keyword is flagged, Google will not trigger ads for this keyword until volume projections increase above a certain threshold.

The first test you can do is upload your keyword build into the Google Ads keyword planner to get volume projections. This will help inform potential monthly impressions/spend for your keyword set, and you can adjust prior to uploading if needed.

Google Ads Keyword Planner in UI

Before we jump into how to address this, it’s important we review how to avoid this entirely by understanding how keyword match types function in the world of 2020 Search advertising.

How Can I Avoid Low Volume Keywords?

Close variants were expanded in July 2019 in Google Ads to give Google freedom to expand a keyword based on misspellings, singular/plural, stemmings, abbreviations, and accents. Gone are the days of specific keywords misspellings and super long-tail keywords. Here is an example where the bolded keyword will cover all the non-bolded queries through close variants:

  • “swimming suits”
  • “bathing suits”
  • “swim suits”
  • “suits for swimming”
  • “swimnig suits”

As a whole in the industry, we are moving towards Google having more control and advertisers lose control, and this is a prime example of this and how to get in front of it.

Broad match modified keywords are a common culprit of low search volume. The functionality of these keywords is often misunderstood when included in a campaign build. Let’s say you’re in the education space and sell certification courses for a trade of some sort such as HVAC. You build the following keyword set to show ads for how you expect a user might search for this:

  • +hvac +technician +certification
  • +hvac +technician +certification +courses +near +me
  • +hvac +technician +certification +classes +Indiana
  • hvac +technician +program  
  • +hvac +technician +program +near +me
  • +hvac +technician +program +Indiana

The bolded keywords will capture any searches that the non-bolded keywords might capture, so essentially the non-bolded keywords are redundant and likely the ones flagged for low search volume.

This brings up the point that keywords that are broader are likely more expensive because you’re competing for more available queries, which puts you in a rough spot of choosing between bidding on expensive keywords with intent that’s difficult to gauge or keywords that might not even show. Which brings the question…

My Product/Service Is Super Specific, and I Can’t Avoid Low Volume Keywords. What Do I Do?

This is all too common especially for smaller advertisers that have small budgets, niche products, and are competing with mega-brands that have seemingly unlimited spending power. There will always be a more broad keyword that will fit your service. The trick is to be creative with the audience side of Search advertising in conjunction with your keyword/ad copy strategy to improve ad spend efficiency and ultimately performance.

RLSA (remarketing list for Search ads) and ALSA (audience list for Search ads) are both common strategies that tells Google “I want to bid on a keyword but only deliver the ad if a user falls within a particular audience”. Think of it as layered targeting where you are setting two qualifiers for the user to be eligible to be served an ad. These strategies are your ticket out of the hole of low search volume. – Read more

Earn more from your ads

My Post (4)In today’s environment, managing a digital ads business is complex. You have different types of content, deals, auction rules, even technology solutions. To extract the most value from your sites and apps, you need to be able to take all of these things into account at the same time. So when a user clicks on an article, presses play on a video, or opens your app, they’ll be served the ad that generates top dollar for you, while receiving a first-rate user experience.

With Google Ad Manager, partners can manage and optimize their direct deals and auctions across all of their inventory, including inventory sold with third-party advertising technologies, from one powerful platform. Our yield management solutions are designed to help publishers streamline their processes, so managing a variety of demand sources is not just simpler, but additive.

Let’s take a look at some of our direct, indirect, and yield management features that can help you make the most revenue from your inventory.

Perfecting the direct deal

Direct deals are an important aspect of nearly every publisher’s ad business, so Ad Manager allows partners to strike them in a variety of ways. While we’ve long had the capability to help publishers facilitate traditional reservations, we are seeing strong adoption of our Programmatic Direct deal types, particularly Programmatic Guaranteed.

Programmatic Guaranteed

In 2019, 85 of Ad Manager’s top 100 global publishers transacted Programmatic Guaranteed deals. And according to internal Google data from 2018 through 2019, the number of Programmatic Guaranteed deal orders placed increased by over 65 percent.

The Programmatic Guaranteed deal type simplifies the reservations workflow by combining the precision and control of direct deals with an automated media buying process, helping secure inventory for advertisers and revenue for publishers. The deal workflow also helps eliminate cumbersome and manual processes, such as exchanging tags, troubleshooting discrepancies, overseeing billing and reconciliation, as well as delivers performance benefits for advertisers.

According to a recent Google sponsored white paper from Harvard Business Review, top publishers embracing automated reservations like Programmatic Guaranteed have freed their direct sales teams to develop more strategic client relationships with their advertisers while offering a wider variety of deal types across their entire portfolio.

A better environment for indirect demand

After fulfilling your most premium campaigns through reservations, Ad Manager can help you earn more with solutions to manage all your programmatic demand sources. When it comes to ad auctions, a lot of things need to happen in a short amount of time. Subtle differences in how you connect your demand sources, configure your auctions, and deliver ads across your sites, apps, or channels can have a meaningful impact on how much revenue you’ll earn. Below are a few solutions that we’ve developed to ensure that you make optimal revenue, while also delivering first-class experiences for your users.

Open Bidding (formerly known as Exchange Bidding)

Open Bidding allows you to invite multiple third-party exchanges and ad networks to compete for your ad inventory in a unified, real-time first price auction. This solution reduces operational complexity and minimizes latency helping you achieve a higher yield on your ad inventory without sacrificing your user experience.

Open Bidding works across all your inventory, including web and app, display and video. It also provides customized tools, unified reporting, simplified billing, and complete auction transparency.

App Mediation

App Mediation, also referred to as mediation, increases mobile app revenue by calling a series of third-party ad networks in order of highest expected yield, based on static prices set by partners, or pulled from third-party ad networks periodically, to fill an ad request. It maximizes yield and fill rates by passing the request along in sequence. So if one ad network doesn’t fill the request, the next ad network in the sequence gains an opportunity.

For mobile app, we’ve designed mediation and Open Bidding to work well together. Ad Manager first selects the highest paying bid from Authorized Buyers and Open Bidding buyers and inserts the winning price in order into the mediation chain. This way app partners get a unified mediation chain, that’s optimized for yield and inclusive of real-time bids.  – Read more

Data Discrepancies in Google Analytics: What Can Go Wrong, Why, & How to Fix It

My Post (3)Google Analytics shows 104 conversions. Your CRM shows 123 new leads. Heap reports 97. And so on.

It’s easy to get frustrated by data discrepancies. Which source do you trust? How much variance is okay? (Dan McGaw suggests 5%.)

For most companies, Google Analytics is a—often the—primary source of analytics data. Getting its numbers aligned with other tools in your martech stack keeps results credible and blood pressure manageable.

This post covers discrepancies between Google Analytics and your:

  1. CRM, CMS, accounting, or other back-end software.
  2. A/B testing tool, personalization tool, or some other analytics tool.
  3. Google Ads.

We’ll show you what causes those discrepancies with Google Analytics data and how to resolve (or, at least, minimize) them.

But before you diagnose a “discrepancy”…

Before you start comparing different data sources and looking for discrepancies:

1. You need to know how each tool operates. That includes how each one defines and measures sessions, users, conversions, etc.

Some tools from the same company, like Google Analytics and Google Optimize, have reporting discrepancies. (Google Analytics and Google Ads also have differences.)

Not surprisingly, differences are greater in tools from different companies. For example, “conversion rate” in Google Analytics is conversions/sessions, while in VWO and Optimizely it’s conversions/unique visitors.

Drilling down further, Google Analytics and VWO limit a conversion to once per session or visitor, while Optimizely allows you to count every conversion.

2. The comparison date range should be long enough to include a decent amount of data, and it shouldn’t be from too far in the past (because something might have changed in the setup).

In general, the previous month or last 30 days is a safe pick.

3. Don’t choose metrics that are similar but not the same. There’s not much point in comparing sessions to users or unique conversions per user to total conversions, etc.

4. When identifying a discrepancy, get as granular as possible. Knowing that you have a 15% difference in overall transactions doesn’t tell you much—knowing that 100% of PayPal transactions are missing is much better.

And before you try to fix one…

After figuring out what could be broken, go through the funnel yourself and make sure that certain events are indeed missing or broken or that something else is off.

In most cases, fixing discrepancies requires some work by developers, analytics implementation specialists, or other experts. Don’t start editing, adding, or removing tags or snippets without proper knowledge of how those tools work.

Otherwise, it’s easy to turn a small discrepancy into a massive issue—one that torches year-over-year data comparisons and just about all of your quarterly (even annual) metrics. – Read more

How To Eliminate Wasted PPC Spend

My Post (5)As we all know, times are crazy right now. Whether you have had to pull back spend drastically, or your business is thriving during these uncertain times, avoiding wasted spend is a main priority for almost everyone. I am going to walk through some tips I have learned while working in Digital Marketing that will help find and eliminate wasted spend in your accounts.

DDNT

DDNT stands for Device, Demographic, Network, and Time. These are settings you can check either on an account level or on a campaign level. These are easy to miss, but can have a big impact on your account. You can place bid modifiers on all of these settings to either increase or limit spend where you are seeing the most traffic. For example, if you are seeing that most of your conversions are coming from females in the age range of 18-24, you can put a positive bid modifier on females and that age range so Google knows to show people who fit that criteria, therefore eliminating spending money showing ads to people who are less likely to convert.

Non-Converting Keywords

Another easy win is taking out all the keywords that are spending but not converting. If you look at the past 60 or 90-day date range and apply a filter for keywords that have not converted, you can remove those from your account and cut down some of that spend that isn’t producing any conversion actions. – Read more