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Analytics shouldn’t be a numbers game; spotting and sizing up trends is far more effective.

 

In an earlier post about key metrics, we said that absolute numbers are often not as important as trends. This is something we feel strongly about, so much so that we decided it deserves its own post.

Before we go into trend spotting, let’s take a step back. When you started your digital marketing campaign, you had targets in mind. To increase online sales by 20%, maybe, or grow visitor volume by 35%. You then went about to put together a campaign of ad groups, keywords, sites, locations and the like.

A major campaign can have thousands, if not millions, of such segments. Each segment contributes to your overall results but every segment performs differently and is measured differently. Looking at absolute numbers won’t give you the big picture perspective you need. Looking at trends will.

Is your campaign moving in the direction and at the speed you want? Trends will tell you that and more. They point out which segments are really producing the results and how they are changing with time and with the optimisations you implement. These are powerful insights.

To give an example, imagine that your account went up by 5% in the span of a week. It’s highly unlikely that this happened because everything in your account rose by exactly 5% across the board. What probably happened is that your key drivers increased significantly and pulled up your overall result. You’d want to know which segments are doing this and why. The converse holds true too—which segment is dragging you down? How can you fix it?

This is why we find that having a clear understanding of the segments that are trending the most is really useful. We came up with the Trend Spotting Nugit to bring this to your attention.

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These are all important questions that you should ask yourself each time you spot a new or changing trend. To stay on top of things, we’d suggest keeping the Trend Spotting Nugit close. Check it out now; it’s in your Nugit Stream.

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The world doesn’t stand still, so why should your digital marketing campaign?



About a third of the changes you make to your digital marketing campaign are actually making your account perform worse. Should you stop? No way.  

We find that managing a digital marketing campaign is a bit like managing a stock portfolio. Smart managers that apply informed optimisations are likelier to get greater returns than the average wait-and-see investor. You’re your AdWords campaign, for example. Like an investment analyst, a good AdWords manager is constantly reviewing their keyword portfolio against their business goals. They gather data about the marketplace, develop and test new strategies and tweak their levels to get the best bang for buck. As far as the optimisation lifecycle goes, we think that’s your best bet: to test, learn, refine and repeat. [pods name=”post” slug=”How do you manage your optimisation lifecycle?” template=”Analytics fields”] So whether it’s new copy, revised keywords, budget changes or something else, there should be movement in your AdWords campaign every week. That’s the easy part.

The tough part is figuring out how effective your optimisations have—or have not—been. With so many moving bits, how do you isolate a segment of your account to see the before and after results of an optimisation? We’ve put our heads together and came up with the Optimisation Lifecycle Nugit.
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Being smart about your AdWords bidding and buying strategy could win you better results for less. 

 

When people think of the Pay Per Click (PPC) advertising system, Google AdWords tends to come to mind. But the PPC story actually began sometime in 1998 with CEO Jeffrey Brewer of Goto.com (a small startup that would later become Overture and an integral part of Yahoo! Search Marketing). His proof-of-concept paper at the 1998 TED Conference gave us the first PPC model, with much credit going to Goto.com founder Bill Gross.

Google may not have invented the PPC system but it has certainly made it work. We welcomed Google AdWords in 2000 and its PPC system in 2002 and we’ve never looked back. It was the catalyst for the advent of biddable media—a game-changing concept that seeks to level the media-buying playing field.

For all its imperfections, biddable media has given us a world where the size of your brain can have a greater impact on your advertising rates than the size of your wallet. So even if your budget is a small one, there’s nothing to stop you from getting the same (or better) rates as the big boys—as long as you invest in your bidding and buying strategy, find smarter insights and execute better, you’ll save money and gain an edge over the competition.

A targeted bidding strategy starts with segmenting the visitors you want to attract. Within your Paid Search account, you’ll find substantial differences in competition, and likely cost, for each of the segments you’re buying. The biggest example of this is Branded words (like your own brand name) versus Generic words (like a type of product or service). Arguably, someone who searches specifically for your brand is likelier to be converted into a paying customer. This is in contrast to someone casting his search net much wider, as he’s probably still in the information-gathering stage.

To effectively formulate your bidding strategy and AdWords budget, you’re going to need data—or rather, insights from data. You’ll want to understand how each keyword or group of keywords is performing in relation to your campaign objectives. Follow their performance carefully. Higher-performing keywords deserve a bigger slice of your budget pie. Under-performing keywords, on the other hand, should be reviewed and refined until you’re getting what you want out of them.

By strategically setting bids this way, you’ll be able to divvy up your total budget in a way that ensures that your most profitable segments are getting the right attention. If all you have is one bid for every segment, we’d strongly suggest you optimise your strategy now.

Visit your Nugit stream to review our campaign-specific recommendations.

Related Links:

These 10 Analytics Reports Will Improve Your AdWords Results
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Good work is always a good enough reason to celebrate. 

 

We work hard in digital. So much so that sometimes we’re so busy focusing on today that we forget to look back and see how far we’ve come. At Nugit, we’re all about celebrating good work. It doesn’t have to be champagne and caviar; just a pat on the back can really make someone’s day. It’s the recognition that counts.

True story. Back when I was running an ecommerce account, I would set up alerts in Google Analytics and Google AdWords. One of the alerts was to inform me when a client hit $1 million in monthly sales. I was probably being optimistic but fast forward eight months. I get an email from Google Analytics telling me the target had been reached. I had completely forgotten about it and moved on to another account. But I wasn’t about to just dismiss it. We got a chocolate cake, stuck a ‘1 Million Dollar Month’ topper on it and headed over to the client’s office.

Now, we’d figured that $1 million in sales is a major milestone. There were 20 odd people in the digital team and we knew how hard they work. So imagine our surprise when we got there and found that not a single person knew they had hit $1 million! Celebrating the achievement didn’t take much time or effort but it sure did make everyone feel good about themselves.

This is why we made the Achievements Nugit, which is also our favourite. Every day, our cloud data scientist reviews our user’s digital marketing activities looking for new records, achievements and accomplishments to celebrate. Once it finds something, be it their best ROI in a week, the most sales in a month or 10,000 Twitter followers we immediately generate a Nugit. The user also gets an email with all the details of their achievement and something to help celebrate.

What does it take to get on the Achievements Nugit’s radar?
  1. We look at accounts with at least three weeks of data in the last 3 months.
  2. Each achievement must be significantly better than the previous milestone. That means the account metric must beat the previous best by at least 5%.
  3. Other major milestones like 10,000 (or 100,000!) Facebook fans will not go unnoticed.


What can you do with the Achievements Nugit (besides feeling good about yourself)?

  1. Frame it up. Place it somewhere prominent and be proud of it. Let it be a reminder of why you do what you do. Some of the most effective forms of external motivation are visual.
  2. Spread the love. Share it with everyone who helped, in one way or another, and congratulate them too.
  3. Put it on your CV. The achievements are a great testament to your abilities. Don’t be shy about giving yourself credit where credit is due.


Great results come from good work so if you’re optimising your campaigns effectively, the achievements are sure to follow. For more , find out the why, what and how of optimisation.

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