Data Storytelling

Change is good Optimisation is better

Published on Oct 27, 2014 19:00 PM

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. 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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