Build the dash using the Manual and answer questions like:
- Are we hitting our targets for pipe gen / campaign influence to meet forecast targets?
- Are our leading indicators at TOFU and MOFU trending and pacing the right way?
- Are our lagging indicators trending and pacing the right way?
- Should we increase / decrease / maintain budget?
- If we notice problem areas or positive indicators - what next? How do we dig a layer deeper to start diagnosing next steps or determining next steps?
Key takeaways:
- Build your dashboard with reports that show leading and lagging indicators for all paid search campaigns.
- On a daily basis, review your dashboard for anomalies in the data (PRO TIP an anomaly is where the spend doesn’t match the resulting KPIs)
- Follow the anomaly down the lifecycle (the life cycle is comprised of each funnel stage and the corresponding KPIs)
- If you see green flags through the lifecycle
- Efficient Spend to KPI attainment -> Consider adding spending or reallocating spend to other programs
- Opportunity conversion rates and sales follow up rates are high - time to high five your BDRs
- Drill down into keyword groupings and keywords to see if there are standouts carrying the group. If so, cut the others and see how those keywords do with the original budget.
- If you see the following red flags readjust spend or stop spending altogether - DIG IN!
- On line charts, one campaign is barely represented or one campaign has big spikes in the chart
- Metrics look disproportionate to one another (like impressions to pageviews, CPC to bounce rate) or if metrics are well below the table average.
- You don’t seen any data related to your campaign in Uniform (time to pause)
Action on the green or red flags every 4-6 weeks. That said, if you see something, say something. No need to waste spend if it’s obviously a dud.
