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PPC commentary
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Thank you guys for your very helpful comments. I have been in PPC for a year now but aiming to improve this aspect of it. Ill surely be taking this feedback to improve my commentary
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Don’t “Data Pucking”
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Definitely agree with all of the other comments here and that your insights should tell a story. “The account did this, this may be why/this is what I did to impact the account”. Here’s an example from recent insights that I did for an account:
“The X and Y campaigns continued to account for the majority of traffic and spend. Adding a target CPA and decreasing budgets for these campaigns had a positive effect as this allowed budget to be shifted to the campaigns more focused on driving *more important kpi*”
The first comment hit the nail on the head, it’s not always going to be things that you can blatantly see in the account, there may be times where you have to do a little research. Using the home sales example, being able to go back to a client and say something like “Home sales in x area increased by 90% MOM which could indicate that this is a hotter market right now which could be a factor in your account/campaign’s performance improvement” can make you look like a rock star. In some verticals, clients are already aware of these kinds of things as they work in the industry day to day but even if us presenting that info to them is a repeat of something they already knew it makes us look good because it shows them that we’re following/staying on top of their industries trends. You can also use info like that to take a further step and make recommendations for the account “we noticed x area has consistently seen home sales increase, we recommend adding additional budget to that campaign/expanding campaign targeting to include this area”.
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