Why eCommerce brands need the right Paid Search reporting infrastructure
In order to be useful for marketers, reporting and analytics should be structured in a way that can quickly answer key questions. For digital marketing, and media specifically, two of the most important questions advertisers should be asking are: “Where am I wasting spend on non-performing placements?” and “What are my top performing placements where I could invest more?”
For eCommerce brands that advertise on thousands of products or more, answering these performance questions becomes much more difficult due to the volume of data that must be processed. Not too long ago, I was speaking with a marketer whose paid search program had over 6 million keywords. I asked them one question: “Which of your keywords are you spending the greatest amount of your budget on?” This advertiser was using a best-of-breed paid search tool, and it took the tool 6 hours to process the information due to the volume of data associated with millions and millions of keywords.
This degree of lag time would make it impossible to identify optimization opportunities and act on them promptly. For this reason, brands with paid search accounts that have this degree of high-volume complexity must use a paid search technology that is built on a big data platform. That is the only way to handle these types of performance questions and provide answers quickly.
Sorted, granular data analyzed at scale provides insights for advertisers to make better decisions, faster. It’s also essential to have a reporting and analytics infrastructure that supports analysis for more specific questions by using filters. For example, eCommerce brands should have campaign naming conventions that allow them to drill into performance for specific categories, geographies, promotions, and more. With the right naming structure and a big data platform that can filter millions of data entries in seconds, marketers can quickly understand and identify key performance drivers and take advantage of them to scale success.
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Rise Interactive is an award-winning digital marketing agency, specializing in media, analytics, and creative & development. The agency is a strategic partner, helping marketing leaders make smarter investment decisions, grounded in data insights. Rise manages enterprise-level campaigns and analytics across all channels of digital marketing.