March 8, 2018
Large PPC accounts can be enjoyable to deal with, however a typical disappointment is ways to control and collect insights from mountains of information. In order to make the most of stated information, you have to have the ability to quickly (and rapidly) pivot, label, group, amount, and so on. In this post we’ll stroll through a couple of choices to make your information much easier to handle.
In a nutshell: lots and lots and lots of information! How do you control it? Exactly what’s the very best method to pull actionable insights from it? Lots of concerns!
Here’s a breakdown of among our bigger paid search accounts that we’ll be utilizing as an example today.
For this specific account, the numbers above just represent one AdWords account from lots of, and they likewise run on Bing. As you can see, the numbers really rapidly build up when you integrate all the accounts.
We have to run analysis broken down by month, with the information organized by brand name vs. nonbrand, and single keyword advertisement group (SKAG) vs. non-SKAG. We ‘d like to take a look at general keyword and advertisement efficiency, in addition to quality rating.
Solution # 1– Use Filters
There are numerous methods to utilize filters to pull less information into Excel or sheets. 2 typical ones are filtering by status or filtering by classification (brand name vs. non brand name, and so on)
The pro here is that this is simple to do within a lot of user interfaces. The con is that as soon as you pull the information, you lose the alternative to utilize information that has actually been removed in the future. For me personally, I prefer to have all the readily available information to mess around with, in case I choose I wish to take on something from a various view. Returning to the user interface to re-download can be rather a time suck.
Solution # 2– Labels Galore
If you wish to put in the time to identify all your projects/ keywords/ advertisements/ and so on, then you have the alternative to utilize the Report home builder in AdWords.
This will organize all your information together by label, however you do lose some prospective information here. If you pull project labels you will not be able to see keywords. There are some circumstances where this is an excellent alternative, however once again, you’re a little restricted in exactly what you can do.
Solution # 3– Third Party Platform
This is where platforms such as Acquisio, Marin, Kenshoo, etc entered into play.
One advantage of utilizing these services is the capability to relate to numerous advertisement platforms such as Google, Bing, Facebook, LinkedIn, and so on. Reporting capabilities usually come integrated in, and a few of the control panels are quite slick.
You might read this thinking “great! Sign me up!” however hang on to your horses. The disadvantages of going this path consist of
- Price– be prepared to hand over some money for a membership
- Usability– speed can likewise be a concern here, and frequently we encounter problems when attempting to export big quantities of information
Solution # 4– RStudio
If you are getting slowed down with sluggish platforms or tools (lookin at you– rainbow spinny wheel when Excel will crash) and are comfy with a little code, RStudio can be an excellent alternative to control your information. While this isn’t really an incredibly typical tool in the PPC world– it’s incredibly flexible and PPC supervisors would be well served to utilize it for their bigger accounts.
There are numerous methods to obtain your information into RStudio,
- Have it check out a csv file
- Have it check out from a Google Sheet
- Pull straight from the AdWords API(note: this needs an AdWords designer token)
Once you reference the information, there are lots of chances to slice, dice, and evaluate to your hearts material. In addition to controling information rapidly, there likewise likewise some benefits to pulling things into RStudio that you cannot quickly carry out in Excel. This account is generally made up of single keyword advertisement groups, and we desire to quickly discover which advertisement groups consist of one keyword, label them, and then compare brand name vs. non brand name.
An easy script groups the information in an easy-to-read table:
If you choose visuals, R has some terrific choices for graphing:
R likewise has a range of analytical analysis tools (which can be convenient for landing page or advertisement tests!).
I will not enter into all the code here, however if this interests you there are lots of complimentary resources readily available online.
If you discover yourself immersed in information from a big account, ideally the options detailed above can assist you handle your information. I ‘d enjoy to hear how you presently deal with these scenarios! Do you utilize any shows language to handle your information? Depend on 3rd party platforms? Let us understand @ppchero!