PPC stuff that you forget. All the time. 14 Aug 2012
Ok, so I write an article all the time with randoms tips and do’s and don’ts in your work. I typically do my best to bring all of the tips to you that we forget about all the time, and not the ones that we hear about all over the place.
Don’t ditch your Lag Conversion Attribution Model.
So maybe it takes your customers 5 minutes to get from your ad that they clicked to the conversion. Maybe it takes them 2 and a half days. Typically, you can keep track of this, so you can adjust according to your lag. If you ignore this, it could cause more harm to you than you think, and will make you look worse that you could, as well.
For example, if you know you have a long lag, perhaps a few weeks, and you see a rise in conversions in March, then you know to go back to what you were doing in February. If you don’t know this information, then you may make the mistake of repeating action taken in March, which may not work.
Forecasting Monthly Reports
Usually in all of your reports, the forecast for the next month is always missing. Doesn’t this strike anyone as odd? I would think you would want to know what to expect based on Conversion Rate Optimizations, tests, etc. Forecasting gives you a real idea what is possible and what to expect. I would expect you to have internal expectations as well, but it is important to take this into account when you are meeting with the client halfway through the month, and he is giving you a Whiskey Tango Foxtrot type question.
I hope these two tips help you out in the future. It is obvious stuff that we all don’t do as often or at all, as we should, but it could make a significant difference.
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