PPC specialists have been using custom columns for many years to make it possible to view specific aspects of the Google Ads data. Custom columns can be helpful when you want to merge columns that are important to campaigns, ad groups, and keywords. When used properly it can minimize your time spent on reporting and will show relevant insights at a glance.
Custom Columns Have Gotten a lot Better
With the latest revamp of custom columns Google added more metrics and functionalities. This means a lot of new stuff to play around with. The results are new ways to get better and custom insights into your Google Ads accounts. During his session at Hero Conf London, Koos Hoeijmakers, Head of SEA at Greenhouse, will share examples of new insights and how to start implementing them.
Source: Google Support
Did you know you can add custom columns in custom columns? You can do this with the following metrics if they are available; spends, clicks, impression shares, conversions, ROAS, and so on. The possibilities are endless!
Some key takeaways that you can expect:
- Understand what’s newly added to the custom columns
- Some great examples of new insights you can create with custom columns
- What you should and definitely should not do with custom columns
- A how-to guide on creating those same custom columns yourself
- How to setup reporting with your new custom columns
If you are not using custom columns right now, you will afterward.
“Measuring is easy”, said no one ever
Understanding the role that each touchpoint plays in a conversion is crucial for budgeting, allowing devotion of funds to the most effective touchpoints while diverting funds away from ineffective channels.
Multi-touch attribution models have been proven ineffective for two reasons:
- the platforms are sealed off from each other in terms of attribution;
- the models are not good at tracking the real-life, messy-middle, customer journey and thus provide unreliable feedback.
At Booster Box we have built “MMMMachine – Marketing Mix Modeling Tester”, a terrific weapon to combat this, accurately measuring the value of different marketing efforts.
The cookieless wasteland
Source: Vyshnavi Bisani, Unsplash
The advertising world must face the change that the cookie apocalypse is bringing. As of now, almost half of open web users’ actions are untraceable on Firefox and Safari. This number is bound to increase with the upcoming loss of third-party cookies.
Faced with this situation, it is essential to safeguard the performance of marketing campaigns and limit any disruption to tracking and revenue. Unveiling the real path to conversion through Marketing Mix Modeling (a.k.a MMM) is a viable, ready-to-use solution in a landscape of new privacy norms.
Understanding incremental value
Source: Booster Box Photoshoot
Ad budgets don’t grow on trees or fall from the sky. Therefore, investing in ads where customers would have converted anyway, and/or investing in non-converting campaigns is a huge mistake and waste of resources.
Marketing teams who are keen to allocate capital efficiently are always at the frontline in the battle to understand incremental value, cross-channel impacts and marginal returns.They make data-driven ad spend decisions accordingly.
Not a pipe dream
A marketing team’s main ambition is to be able to forecast the likely outcomes when deploying a specific set of tactics, thus reducing any deadweight loss by reallocating inefficient spend to the most effective touchpoints. This can be achieved: with a lot of science, data analysis and modeling- three areas Booster Box excels in.
Come and see me present on this topic in more detail at Hero Conf London.
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