1.Top 10 Customized Search Analytics Reports
@digitalalex

2. Visualization of Why Reports Suck
3. Reports Make Search Marketers Cry
- $
Minimize & Automate
Gather
Organize
Report
Analyze
Optimize
Shorten The Analysis/Optimization Gap
+ $
4. Automate The A Ha! Moment
5. 4 Ways Reports Suck
(And What To Do About It)
Alex Cohen, Senior Marketing ManagerClickEquations| @digitalalex
6. ClickEquations: Intelligent Paid Search Platform
ClickEquations enables you to manage all aspects of your accounts more easily

Campaign management with bulk editing and easy-to-use optimization

7. Powerful bid management createdwith experts from the Wharton School 8. Best in class analytics for advanced and automated reporting 9. And ClickEquations makes it all easy through Segments, Adviser, and Analystwww.ClickEquations.com | @digitalalex
10. 1
#
Requires Too Much Thinking
11. Replace The Subjective With Objective
1 Big Question:
Is This Good or Bad?
12. Pacing: Is Your Account On Its Deathbed?
Awesome
Expand Campaigns!
Be More Aggressive!
13. Bullet Graphs for Instant Interpretation
http://clck.it/bullet-graph
14. 2
#
Your Data is Lazy
15. Top 10 Reports Are Lazy
March 10
April 10
16. Lazy Data Makes the Long Tail Cry
17. Listen to The Master
"While we obsess about our brand terms and our top ten key phrases the reality is that the long tail of search means that our organic and search campaigns focus on tens of thousands or hundreds of thousands of keywords.
One effective strategy to deal with this purely data problem is to focus on what's changed."
-Avinash Kaushik
Author, Web Analytics 2.0Advisor, ClickEquations
18. Make Your Data Move: Whats Changed?
19. Whip Your Data Into Shape!
There are three parts to building an effective What's Changed report:
Segment: Campaign, ad group, keyword, text ad, etc.
Metric: Pick the data points whose change you care about.
Time period: You two time periods to define a change.
3 Key Tips
Start with ad groups and keywords
Focus on KPIs like Gross Profit, ROI, or CPA
Use Week/Week and Month/Month comparisons
20. Try It TODAY: Free Google Analytics Plug-In
http://clck.it/whats-changed
21. 3
#
No Direction In Life
22. Impression Share Exact Match
http://clck.it/impression-share
23. Prioritize with Opportunity Cost
24. 4
#
Your Data is Lonely
25. Hyper Focused on Quality Score
26. Microscope vs. Map
27. Microscope vs. Map: Quality Score Distribution
28. Microscope vs. Map: Quality Score Distribution
29. www.ClickEquations.com/Analyst
ClickEquations Analyst Excel Plug-In
1
1 Integrated Within ExcelDirectly access or update any PPC data from inside of MS Excel
2 Full Data Access
Pull any metric for any element of your accounts for any timeframe
3 Refresh or Modify Data
One click update of existing data or choose to change dates or even accounts and pull new data down
2
3
30. ClickEquations Alex Cohen
www.ClickEquations.com
acohen@clickequations.com
484-362-1321
www.AlexLCohen.com
@DigitalAlex