How Can Automation Help Interpret Marketing Data? - Programming Insider

It's not uncommon to hear digital agencies say that "charts are for clients, what we need is a Google Sheets file with marketing data to crunch those numbers".

Make no mistake, there is a good place and time for Google Sheets, Supermetrics, or Google Data Studio to be used as means to manage marketing data. But what happens next? How does one decide how to adjust one's strategy, budget, or creatives? And is there a way to automate the decision-making process itself?

Let's look at three user profiles, and how they would tackle this challenge.

The "trust the process" guy

Look, about 99% of all Google Ads campaigns run using Smart Bidding Strategies. This means that (in theory) you should set up your campaign and let Google itself figure out how to hit your KPIs. And, truth be told, sometimes it does!

But most often you'll receive performance recommendations that burn up your budget even faster:

• Upgrade your existing keywords to broad match
• Set a target CPA to capture upcoming traffic increases
• Adjust your budgets

This means that even if you use any of Smart Bidding Strategies, you still must follow up and adjust your campaigns based on your analysis and your KPIs. Unfortunately applying Google Ads built-in recommendations will not help you hit your KPIs, simply because you know your business, strategy and goals better than Google does.

The Analyst

Anyone who works with analytics of large datasets and spreadsheets knows just how challenging it can be to explain key findings to a non-technical colleague. It can get even more challenging to explain it to a business owner who must juggle 100 different business decisions daily.

Often those involved with managing and analyzing digital campaigns resort to graphs or charts to explain and interpret data. Unfortunately, charts of marketing data merely visualize the situation as it is now, leaving many questions or action points unanswered.

For example:

1. What exact elements of the campaign must be changed, how and why?
2. What is the financial impact of failing to implement the correct adjustments?
3. How to scale a campaign profitably, and what exact steps must be taken?

This means that while charts and graphs are excellent means of communication among technical and non-technical people, they do not offer actionable items, or propose solutions to whatever data points they represent.

The Specialist

Instead of relying on Google Ads automated recommendations, graphs, or charts, paid ad specialists and business owners can automate the decision-making process entirely.

The team at Roibox has created a data-tech solution that automates Google Ads performance analytics and generates exact recommendations that are built around the chosen strategy, budget limitations, and goals. And, yes, it's free.

With Roibox digital marketing specialists and teams can discuss and implement adjustments to paid ad campaigns quickly and efficiently. On average Roibox helps reduce up to 65% of time spent on manual performance data analytics by PPC specialists, thus allowing agencies and business owners to focus more on strategy and new content.

Conclusion

Digital marketing and paid advertisement space will inevitably continue to grow. With more advertisers coming in, and more campaigns launched across an ever-growing number of channels, the space will get more competitive.

Those who automate marketing data interpretation now will have a competitive advantage tomorrow.