Report data is customisable and can be scheduled to run automatically if you regularly need to run the same report; however the process of running report data is different for AdWords than it is for adCenter. The following is a quick guide on how to run reports from each;

Google AdWords

1. Choose Your Campaigns

Once logged into your AdWords account, to run a campaign report you need to ensure you are in the campaigns tab both in the top menu and the sub menu. You have the option to create filters to view certain groups of campaigns; this is found in the ‘filter’ button just below the sub menu. Alternatively, you can run an individual campaign report by selecting the campaign you want to view from the list on the left-hand side.*

2. Choose Your Metrics

To choose which metrics you would like to be included in your report, click the ‘columns’ button (found next to the afore-mentioned ‘filter’ button), and simply add and/or remove metrics from the list and click save.

3. Set the Date Range

You need to ensure that you are looking at the time range you require, you choose this with the date ranges in the top right of the page.

4. Set Graph Metrics (optional)

You also have the option to change the metrics displayed in the graph by clicking on the graph symbol next to the columns button and choosing your desired metrics from the two drop down menus.

5. Set up Scheduling (optional) and Download Your Report

Finally, with all your settings in place, you can download the report by clicking on the download symbol, found next to the graph symbol. The menu which comes up allows you to choose your file name and format, and gives you the option to schedule the report to run automatically in the future. Once ready, click the ‘create’ button.

*You can run reports for ad groups and keywords in the same way by selecting the relevant tab in the sub menu. For all ad groups or keywords, ensure you have selected all campaigns in the list on the left hand-side, or you can run these reports based on filters or for an individual campaign as before. The dimensions tab allows you to run data by time segments, i.e. daily, weekly, monthly, yearly etc.

Microsoft adCenter

1. Reports Tab

For adCenter, reports are run from the reports tab in the top menu. Once in the report centre click on the ‘create new report’ button which will direct you to the settings menu for your new report.

2. Choose Report Type and Date Range

Under ‘basic settings’, you can choose the type of report you would like to run, for example, a keyword performance delivery report or an age and gender targeting report. You choose the time segment and date range here too.

3. Choose Your Campaigns and Metrics

Under ‘advanced settings’, you can choose whether you want the report to cover all accounts or you can select certain accounts, campaigns or adgroups. You are also able to change the columns and layout of the data tables to display the metrics you are interested in by clicking ‘change columns and layout’ and adding or removing the metrics on the menu which drops down.

4. Set up Scheduling (optional)

The final ‘templates and scheduling’ section allows you to change the name and format of your report and choose whether you want to schedule the report to run automatically in future.

5. Create Your Report

Once you have finished the settings click the ‘create new report’ button.

Summary

Both adCenter and AdWords allow you to look at analytics data within your ppc account, allowing you to see the location your visitors are coming from for example, or to see not only how many conversions there have been, but also the type of conversion completed (e.g. a registration or an uploaded CV etc).

Reporting is certainly simpler to do in Microsoft adCenter with everything in one place (which as a beginner I certainly appreciate!), it’s just a shame there isn’t nearly as much data to look at compared to in AdWords, as Google dominate the search engine market.

This video shows an update straight from the horse’s mouth about just some of the changes Google makes to its search results pages and algorithms over the course of a year to help drive more relevant search results for users.
Every year, Google implements over 500 improvements to its search algorithms. That is 500 changes to the ways in which Google will decide which websites rank, in which order and for which search queries. These changes are tested in a variety of ways before launching. They initially use ‘Raters’ who compare results pages to decipher manually which is more relevant. These changes are then tested and monitored in a live environment to learn if the feedback and findings from the ‘Raters’ translates to actual users. If this is the case, the changes are made live for all to use.

This is how Google continues to be a leading force within the search market and why users continuously return to search. However, it does mean that it can be extremely difficult for agencies to guarantee anything. Google could change their rules from one day to the next and this could have a huge impact on your websites positions as well as how and where they are displayed.

So what can agencies guarantee?
A good agency will work alongside the client to ensure that best practices are implemented both on and offsite. They should also be at the forefront of releases of new algorithms and changes to search results and keep you up to date on elements that may impact you and your business. Most importantly, they need to know their onions. This comes from experience and learning. By looking at the results that search engine marketing has generated and reporting on these in a clear, ’non techie’ way you should be able to see clear value from your agency and understand what can be done to further improve your online positioning as a successful business.

As well as being time consuming, a strategy that works one day can fail the next.

This is why so-called ‘experts’ such as myself have a job optimising and analysing masses of data, trying to recognise changes before they occur.

One of the most challenging aspects to deal with when running a PPC campaign is trying to recognise seasonality trends. One of the hardest industries to recognise such trends in detail, is the travel industry.

Working alongside various travel organisations, it’s interesting to see they have years or even decades of data, collected to formulate their marketing plans. With that said, it’s really no surprise that Google spent $700 million dollars on Travel data aggregator ITA software INC.

On a basic level, if a travel company focus’ on selling holidays to summer destinations, then you could think seasonality is easy. People want to go away during the summer months, so your peak months for sales are going to be during the spring and the months running up to the summer.

However, from past experience, there is also a massive peak of interest in January this can be seen with any search using ‘Insights for Search’ for travel related keywords.

Studies also show that people are more likely to make travel purchases on a Monday or Tuesday. Day parting so all your money isn’t spent on the weekend can therefore, massively help with this.

The travel industry is also one of the main industries where people do not make impulse purchases. On average, 40% of online holiday transactions are made on a different day to when a user initially conducted a search. Industry averages show that a user could actually visit your site twice before making a purchase.

When running reports and attempting to analyse data for clients, this is a huge factor. There have been several times where I have formulated a strategy based on the previous month’s data, only to run the same report, a few weeks later, and discover that the conversion data looks like a completely different set of results!

Why? Well it can take up to 29 days between the first time someone searches for a holiday, to when they actually make a transaction. So, if a user visited a client’s site in January, but didn’t make a purchase until February, conversion tracking would assign the conversion figure and value back to January’s data.

So what does the future hold?

Search is always going to be one of the fastest moving industries in terms of development. In 2010 alone we saw the launch of Google Instant, Google Previews, the revamp of Google Places and the start of meta-search functionality with live pricing.

With the introduction of a number of great new features such as remarketing functionalities, Google has enabled advertisers to target users in an even more direct way on the Display Network.

With industry studies showing that up to 95% of users are only on your site to ‘browse’, Re targeting allows you to make highly targeted ads that can appear when that user is looking at another, completely unrelated site. Seeing an ad from a familiar site that they have already visited has been shown to increase the chance of a user making a purchase by up to 70 percent. What makes this statistic even more important is that 50% of these retargeted users have then spent MORE than they initially would have* (study carried out by Criterio, 2010).

As already stated, search is changing. More and more of my clients hear the word ‘Social’ and realise that they are missing out on potential market share that their competitors could be taking advantage of. Many remember when they first started seeing their competitors appearing in the Sponsored Listing search results back in the early 2000’s and don’t want to get that same feeling again!

Although, on its own, Social Media is never going to be enough to generate sufficient sales, the fact that the travel industry relies so heavily on recommendations and user experience (as do all industries), makes it a marketing practice that can’t be ignored. With the advent of ‘Social Search’ (such as Google’s + 1), which allows users to directly influence their friends search results, times are definitely changing!

We also can’t ignore the importance of mobile devices in the travel industry. ‘Mobile Consumer Trends’ predicts that, in 2012, there will be more than 25 million mobile internet users (aged 18-64 years) in the UK. In my experience, it has only been until recently that the clients I have worked with have begun to understand the importance of having fully rendered ads that appear across ALL mobile operating systems.

One statistic that usually peaks interest for those still unsure of optimising their websites for Mobile, is that of July 2010; 11 percent of those that go online through their Smartphone, have made a purchase. You may also be interested to know that research has found that Mobile traffic reaches its highest levels during lunch breaks (1- 3pm), and just after work when people commute home. From my experience, when adjusting mobile bids to be more competitive during these times of the day, we have seen significant increases in conversions.

This is only a blog, so it’s only the tip of the iceberg when it comes to analysing how seasonality can affect a campaign. There are a huge number of other factors that can come into play such as competition, pricing, and even changes to airline tax that can affect those in the travel industry.

What is a PPC management tool?

It can be as broad as it sounds. There are multiple tools both online and downloadable which offer a variety of services from keyword generation and automated ad copy creation through to bid strategy optimisation and  analytics. The challenge I have had over my 8 years of working in the search market is a simple one, nothing offers me what I need! They can sometimes offer too much and cost an arm and a leg, or they only have strengths in one area or another. I didn’t think my wish list was that demanding but perhaps it is?

The Products

The Bid Optimisers

If only you could automatically apply bid strategy changes based on targets and goals per keyword. Well this is what these tools offer. Set your CPA, ROI, CPC, for example and these tools will apply CPC changes to your account on a keyword level to meet these targets. However without someone who understands the account and the goals looking to be achieved, these tools can be misused.

Often these tools only apply strategies once a day due to API costs and restrictions and in some cases can end up being less effective than a manual optimisation process. The benefits however would be where multiple keywords are running in many different campaigns all with separate strategies and goals. The retail sector can definitely benefit from these types of tools as the variety of product keywords which perform well based on completely different metrics. Some of the algorithms of these tools have been developed by high end data analysts and that is where the benefit comes.

The Reporting Suites

These tools allow you to generate and automate graphical representation of data to make the reporting process for agencies simpler and much faster. Normally these functionalities are partnered with one or more of the others to compile a tool that adds value over and above simply reporting.

If you can set up automated reports which are sent to you and your clients every week showing them data they need to see that can save huge amounts of time which may currently be spent formatting custom reports. However this will also restrict the variety of reports available to you.

The Analytics

About  5 years ago many analytics tools started jumping on the search wagon. Realising the massive growth in search as well as the need to see integrated reporting of all online marketing this seemed like a logical step… if done well. Some have done it well whilst others failed miserably.

Alongside this many PPC tools worked to integrate analytics into their offering to enable a platform to report on all online activity not just PPC. This is where the SEO and PPC offering became much closer as agencies could run and report on both alongside each other.

The key with these tools is normally you have unique tracking codes or redirects which allow you to track all online activity on your website. This makes it easier to integrate Social, banners, SEO, PPC , email data in one place and also manage and report on your whole online presence.

One big problem remains, you change tool, you have to change the code. For some businesses this means hours of developer time spent removing current code on the webpages and replacing them with new tracing code. This can sometimes influence the choice of sticking with your current supplier or changing to a new one due to the work involved in changing.

The Management tools

The other offering is the management suite, built to help save time. One interface, one login, one password with access to all your accounts. Bulk upload changes to all the major search engines in one go. Make multiple keywords, ad or campaign changes. Essentially these tools were built for agencies to make their day to day tasks more efficient allowing more intelligent strategies and creative ideas to be applied to clients’ accounts.

This can be a great time saver as some functionality of Yahoo and Microsoft are weak and take a huge amount of time, with one interface this makes things much simpler and quicker.

On the down side the tools are only as good as the access they have to the search engines. Google is a classic example – how many changes have they made to their AdWords tools, settings and reporting over the past 6 months? Quite a few, and to keep up with the developments 3^rd party tools need to keep developing and amending their tools to access the new functionality from Google – and that is based on Google allocating them access to do so via the API.

There will always be settings you need to make via the search engines themselves and sometimes if these tools are not ahead of the game they become dinosaurs within a few months with dated technologies and functionality.

So which PPC tool is the best?

Well with the wide array of solutions currently in the market and the variety of services they all offer it is difficult to pin down one. In fact none offer me exactly what I want, there are always the wish list function that are on the agenda but never seem to come.

A revert button to change any actions you have implemented back to their original state. This would save so much time. Or an advanced ad copy testing tool which truly makes sense of the adcopy performance and how to determine which ad’s perform ‘Best’. Or even a tool where you pay what you use, many of my clients don’t need all the functionality of Google AdWords free tools let alone the vast suite of products that are actually rarely used. Even these technologies sales teams themselves avoid functionality in the demo’s because it is either dated, irrelevant or was only built initially for one big client with huge budgets.

I am not an expert on all these tools however I have had my share of experience. Being influential to developing the concept for the functionality and display within DC Storm  – No guesses what the DC stands for? Digital Clarity also became the first UK agency to champion Omniture’s Search Center, not only reselling the product and managing the tool but also working with the product development team to really enhance the functionality and robustness. However neither of these tools fit the wish list. Every demo and trial and review I do there always seems to be at least one element missing which leaves me in disappointment.

However, there is a lot of worth in using the right tool as long as you have the right people driving it.

Google have recently been developing more functionality to auto optimise your bid strategies, a/b test strategies and ads as well as reporting on more data than ever before, and they are free.

I guess the key is determining which functionality is important and what value it ads to your business. Until there is a pick and mix pricing option or tool which is suitable for all clients the decision of which tool’s to use will always be a challenge.

SURVEY REPORT

I am planning to compile an up to date report on the available tools on the market and very keen to get some feedback on the tools below in regards to cost, functionality (what intelligence they offer over and above human optimisation ) and support (customer support to troubleshoot and guide on functionality) out of 10 marks, 10 being the highest. All feedback is greatly appreciated.

When running a display campaign, first you build it; then Google recommend the following:

‘’Leave it alone, let it run for two weeks with a decent budget so you can determine where the most suitable traffic will come from’’

Make sense, but being the cynic I also think that means:

‘’Let it run for as long as possible on with as much budget as possible, and DONT alter it.. Then we can take as much media spend on irrelevant sites as possible – No questions asked!’’

Once the GDN campaign has run for its 2 week ‘introductory’ period, the next process is to have a look at which sites on the network generated the most bang for your buck – i.e. the most conversions.

Once these are identified, add them to ‘Managed Placements’ and ensure the GDN campaign is running on ONLY Managed Placements in the Network settings tab.

Great in theory, but how do we determine which sites across the network have performed well and should be kept? The most obvious way if you have conversion tracking is to see which site generated the most conversions – Any sites without a conversion get deleted.

Simply tracking number of conversions and using that as a measuring stick to determine the effectiveness of a site is pretty basic. Of course, you’re going to want to know what sort of revenue those conversions have generated; Especially when working with clients with very specific Profit Margins.

And here lies the problem; Using the MCC, we are only able to see the Total Revenue generated from a GDN campaign, NOT the revenue generated per site.

That’s great if we want to know if a GDN campaign is effective (i.e. profitable), however, we literally have no idea using the MCC which sites on the Network are responsible for that profit.

Without going into detail, one of my clients had 12 conversions in a week period on one particular site – looks fantastic, until we eventually found trawling through analytics that the 12 conversions had generated a smaller revenue than media spend on that site. Luckily the rest of the GDN campaign had performed well!

Since this happened, I’ve spoken to Google’s own Display Network team and no one there knows why the Revenue per site/placement is not available? They gave me the company line of ‘we are making changes all the time’ – which I pretty much read as ‘can you get off the line so I can speak to people who want to spend money with us, not poke holes in our platform’.

So if Google do eventually allow revenue per placement available on the MCC, you now know where they got the idea from!!

In every review, audit or consultancy I have done on a Google AdWords account I have always been asked by the client ‘What should my Click Through Rate be?’, ‘How can I improve my CTR’ or ‘Is my CTR good for my industry?’.

Now these questions do not have a straight forward answer. This prompted me to look into the influences of CTR and hopefully identify how you can try and gauge if your CTR is good, bad or indifferent.

What is CTR?

Click Through Rate is the percentage of clicks you have received from a number of impressions.

E.G. If my AdWords ad had 500 impressions and 50 people clicked on my ad my CTR would be 10%.

This is one way to measure the relevance of clicks based on the keywords you are using. By delivering a strong ad to capture people’s attention, which also clearly reflects your products and services on the website, the more likely you are to achieve a good CTR. In some cases though you may want a lower CTR to show you are deterring irrelevant users from clicking.

E.G. If you sell Skiing holidays and have the keyword ‘Holidays in France’ your ad copy is the only thing conveying that you only sell Skiing holidays. By making this prominent in your ad copy you can prevent clicks from those users looking for sunny holidays in France and hence you’re CTR may be lower.

What is in your control?

So when you are optimising your account to try and improve CTR what can you change to influence your CTR percentage.

• Keyword Selection
• Keyword Match Type
• Ad Copy
• Negative keywords
• CPC bid price

Keyword Selection

Be conscious of which keywords you select to use. The more generic the keyword the broader the range of meanings. If you are looking to run a very tight, specific campaign with a high CTR choose long tail keywords which are very specific to your products and services. This will allow you to get a much higher CTR but can restrict the exposure and volume of traffic and conversions you can look to achieve.

Generic keywords will often overlap into other market sectors, meaning the keyword is relevant but it depends what the user is looking for. This is where generics are great for drawing in the users at the research stages, i.e. before they have refined their search, however they may not be the keyword to show conversion to sale.

Keyword Match Type

By choosing your match type you can influence how specifically you’re ads are matched to a search. Again the more volume you are looking for the broader you should match. If you are looking to refine your search terms and improve CTR it is recommended that you use exact match to appear only when someone searched for your exact keyword. This will limit the number of impressions you achieve and in turn clicks. However if you have selected your keywords to be specific and you’re keywords are on broad match you should get a higher volume of clicks from your impressions and a higher CTR.

Ad Copy

Your ad copy is the door to your landing page. It needs to tell the user what they are going to find on the next page they click to. Therefore by selecting the right keywords, match type and reflecting these searched in your engaging adcopy, this can influence a higher CTR. Try using pricing, incentives, USP’s within your ad copy and make sure they include your keywords.

Negative Keywords

Prevent the wrong clicks by using negatives. If you are on broad or phrase match then negatives are essential. Keywords like ‘Free’ and ‘Images’ are often top of the list to make sure irrelevant searches are not leading to clicks and wasting your budget. Without negatives you may see a lower CTR because you are not promoting ‘Free’ products in your adcopy for example. In order to increase the CTR, make sure the people searching are the ones you want to be clicking.

CPC Bid Price

It may not seem obvious that your CTR is influenced by your CPC however it can be. Position one on Google will often receive the highest volume of clicks and the highest CTR as it is the first listing that people see when they search. Often users will click the top ad without even reading it. Equally if you are half way down the page you are going to get a great deal less clicks but still a high volume of impressions generating a low CTR. By increasing your cost per click bid, you are likely to see an increase in CTR, however all of the above still apply to making that CTR as strong as possible. It is best to experiment with the best positions and CPC’s for the results you are hoping to achieve.

What is out of your control?

There are many influences outside of your control which may affect your CTR and this is important to take into account when optimising your AdWords campaigns.

• Google’s algorithm
• User behaviour
• Seasonality
• The Weather
• Breaking news
• Google instant
• Competition
• How Google report on CTR’s

So what is a good AdWords CTR?

I use a general rule of thumb when running accounts however there are always exceptions to the rule as that is the nature of Google and search marketing in general.

Break your reporting into 3 sections:

• Brand terms
• Generic terms
• Specific terms

From here I allocate an ideal CTR based on experience and results I have seen over the years as well as current trends and performance. This is not going to work for all industries, countries, campaigns, times of day and budgets, however it gives a ball park figure or bench mark which you can gauge your campaigns to, maybe just as a sanity check. If you feel you are not getting the results you expect from your campaign you should contact your account manager to discuss what options there are.

Expected Estimated CTR

• Brand terms – 10 – 100% CTR
• Generic terms – 0.5 – 5% CTR
• Specific terms – 2 – 15% CTR

You will often see that the generic keywords generate the majority of your clicks. Therefore on average you will notice your overall CTR will tend to follow the trend of your Generic terms. Remember, Google reports on the CTR for a keyword and its ad copy at any time of day. The averages can therefore vary dramatically just on one keyword. This is accelerated when you start to implement optimisation changes however the overall collective average may not reflect this.

Hopefully this gives a little clarity to a complex metric that can help you to improve the performance of your account or simply a better understanding of the reporting you are provided by your PPC specialist.

1. Default columns – When you download specific reports, you will find that you cannot change or remove certain columns as they are highlighted in grey. This occurs on the majority of the different report types available for example; when I am downloading a keyword report into excel, my default columns which will always appear will be max CPC, status, ad group, campaign and keyword. Not only do I not need some of those columns, the ones I do are always in a skewed order and not to my personal preference; how they use to be. I would like to be able to have the ability to choose all columns that I implement into the report I am generating.

2. Weekly reports – When on the Dimensions tab, if you are creating a weekly report you are unable to do generate reports starting from a day during the week, it has to start with Monday and end on Sunday in order to receive a summary total of the performance. It would be less time consuming for me if I can choose the days I can start the weekly report, as per the old AdWords reporting.

3. Comparing periods of data at once – The Google AdWords interface has never had the ability to compare two periods of data at once, like Google Analytics can. It would make comparing AdWords results in the interface much easier for instance, if you are trying to compare results for this month against last year, it would be clearer to see from the graph displayed at the top the difference in performance if displayed two sets of lines. The ability to compare two periods of data at once would make analysing data easier.

4. Emailing reports – Having the option to receive an email with the report selected within the body of the email, instead of having to click on the link and download it again from the interface. By having the report data within the email body means you can quickly read over the data if you cannot access the Google AdWords account.

5. Summary reporting – To be able to see an overall summary of the data you have selected from the AdWords report. This means if I am running a report, for example over December 2010 to January 2011, I want to be able to see the top line data as a total and not as a monthly breakdown – how it is currently defaulting too. I would like to be able to see an overall summary of data from the date range I select and not broken down into months, years or quarters.

This video explains how it works and what the benefits are. We are currently running tests with some of our retail clients to review how successful the results are. We will keep you posted!

This is a great tool for PPC advertisers looking to get a better idea of how their campaign can be optimised further. The following should give you an idea of the benefits of the tool:

• Real-Time Testing – Gives you valid measurements regardless of changes in competitor movements or other sales and marketing activity that can complicate traditional before-and-after measurement approaches.
• Several strategy experiments – You can apply most optimisation strategy changes to Campaign Experiments.
• Control and monitor – Cleary results to analyse and easy to control.

It’s worth noting that with every tool there will be cons and Campaign Experiments is no different:

• Only AdWords interface management
• No Reporting or Analysis

The first question you should ask before setting up ACE is ‘What would I like to test?’, let’s have a look at what you can experiment with on AdWords Campaign Experiments and what you can’t.

What CAN I experiment on ACE?

• Campaign/Ad Group structure
• Keyword match types
• Keyword/Placement bids
• Keyword Expansion/reduction
• Ad copy

What CAN’T I experiment on ACE?

• Campaign Settings – CPC V’s CPA
• More than 1 experiment at a time per campaign

With any optimisation test you do, whether it is keyword bids, match types or ad copy, you will have to duplicate the keyword/ad group/campaign depending on what test you will be running, in order to activate Campaign Experiments. This then allows you to run the controlled and the experiment alongside each other allowing easy monitoring, real time testing and most importantly, you will be able to see clear results from the experiment.

Find out how to set up AdWords Campaign Experiments on Google’s demo video.

Some pundits and experts foresee that Cost per Click pricing (CPC) will rise as competition increases on PPC platforms. However with the increase of new product launches such as  Google Instant along with new changes to search functionality, search is likely to become more complex than it already is.

So what impact will this have. One thing is clear, search queries should become more intelligent. This may influence CPC’s across different layers of keywords and actually influence a similar average as generic terms become cheaper and more specifics become more expensive.

We have also seen over the years that as users became search savy, they also started using multiple keywords within their search queries.

In order to review things fairly lets break the question down:

What are we comparing the cost to and what does expensive mean?

When advertisers review their paid search advertising there are several metric they might look at. How much is it costing? What is the return? Does the return warrant the cost?

On the face of it PPC allows you to see exactly how much you have spent and if you are using a tracking solution, how much you have made in return. It should therefore be a fairly simple process to define if PPC is ‘working’ for you or not. Does the return warrant the cost?

However if you look at a monthly period, the last 30 days for example, how much revenue did PPC account for? Now run the same report again in a months’ time, how much did PPC account for now?

The point I am trying to make is that dependant on the data being analysed, the time frames and the success metrics, sometimes the data can be hiding some of the facts. However, look at a longer period of time and you will see returning users, trending data can show times of day and days of week that are performing and you can review the average number of days it takes a user to convert. Add this to the click attribution analysis, did the user convert based on a click initially made on PPC but the deal was closed from a natural search click, or did a banner ad drive a user to the site initially but then PPC re-engaged and made the conversion? Click attribution is becoming more and more important, by ignoring the fact that all online (and offline) advertising influences an individual’s online consumer habits could mean you are cutting budgets from areas that are actually doing the hard work of keeping users aware of your brand and your website.

Reporting and analysis is becoming more complex even for some of the more intelligent bid portfolio optimisation tools. Therefore human analysis and understanding of how humans behave and how data can be reviewed means that more and more strategies are becoming apparent. By leaning from the data that technology is tracking, advertisers and agencies should be making PPC cost effective by understanding what works and what doesn’t. What costs are involved in the whole online journey and how to attribute conversion data to demonstrate a more accurate analysis.

Only by doing this on top of your standard PPC optimisation will you truly know how cost effective PPC can be, and this can be one of the most cost effective and measurable platforms of advertising. We have seen the results and by implementing integrated online campaigns across multiple channels, each platform can influence the other to complete an effective online marketing strategy.

Maybe what we should be asking is - Is it more costly not to do PPC?