This week we check in with Pointers on their biggest pet peeves in Advertising..
Poorly Structured Accounts
- In order to easily make optimizations, identify what’s converting and what’s not, and report on results, you want your account to be well organized and intuitive.
Libby Shaker, Senior Client Manager
Last Click Attribution Model
- Measuring success is the most challenging part of digital advertising, and often the most neglected. My biggest pet peeve is definitely when advertisers put the horse before the cart and invest in digital marketing before establishing a multi-channel measurement framework agile enough to evaluate a wide range of digital channels and their contributions to an end goal.
Evan Barocas, Director of Display
No Conversion Tracking
- If you are trying to get a user to take a valuable action on your page, you should track it. This will help your search marketing team optimize to these goals.
Sarah Kraynik, Senior Client Manager
No Google Analytics
- Without Google Analytics it is really hard to evaluate user behavior.. It’s very important to know how users are interacting with your site once they click through an ad via bounce rate, time on site, pages per visit etc. You also lose the ability to remarket in a more sophisticated way, and optimize towards certain demographics.
Allison Danforth, Client Manager
Advertisers that don’t see the value in bidding on Brand keywords
- The initial logic seems sounds – why should an advertiser pay for Branded searches that could just be picked up for free via Organic? But studies show us it just doesn’t work that way. Google has performed lift tests that demonstrate that up to 80% of paid search traffic isn’t captured by Organic when Branded PPC keywords are paused. Bid on those Branded keywords and see better Quality Scores, lower CPCs, push out your competition, and take up more real estate on the SERP!
Maddie Cary, Director of Paid Search