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By Manu Malhotra, AMO-Consultant, Adobe

Edit: This post has been published as a Knowledge Base Article for Adobe Media Optimizer and can be viewed here yes

Analysis Made Easy: Advertising Insights

I am consulting an international apparel and accessories brand which is a leader in its space. Often times, I am asked to improve customer experience, better the ROI and adjust spending levels to achieve the targets. Raising the game, day on day is a norm. Many of you, my fellow passionate Digital Marketers might resonate with it, right? This is what most of us are engrossed with.

However, for all this to manifest, we do tons of information download in excel and csvs of the world. God forbid, at times it gets to zipped files and txts, pivots and charts and then the presentation gets curated to be served in a way that makes the pitch impactful.

Are you going to hug me if I said that certain pieces of checks and analysis that we do on a regular basis is available on a click of a button in Adobe Media Optimizer? Yes, that’s right!

Advertising insights is a very interesting and impactful tool at the behest of a Search Engine Marketer.

Day of Week Spend

Do you find yourself managing optimal spend levels by Day of the Week? If yes, this is one stop destination to determine day of the week targets.

Match Type

I am sure you are interested in knowing whether broad keywords drive irrelevant traffic. Also you would like to quantify it, right? Match Type analysis helps the user gauge the bearing of recent account work on portfolio performance. It reports cost and revenue share of each match type over time.

Campaign Caps

You won’t mind checking the portfolio settings at regular intervals to achieve best possible return on investment, would you? Campaign caps report helps you check if the media spend is limited by budgets.

Portfolio Pre/Post

So, you made well thought out adjustments and carried out optimization tactics, and now is the time to evaluate them. Get your hands on this section – it gives you a quick comparison of portfolios that you select, up to five in one go, and reports their performance over two time periods.

Quality Score

In checking the overall health of account, quality score and its effect on CPC plays an important role.  This tool returns an analysis of portfolio's impression-weighted Quality Score trend over the last 90 days. The presentation provides a grid view of keyword counts in good, average and poor quality score brackets along with weighted revenue in each bracket.

Mobile Optimization

Mobile Bid Adjustments, custom creatives, mobile landing pages…you have done it all. But you still want to check device performance and gauge the current settings of mobile-specific optimization features. This is where you get more insights.

Settings Audit

Don’t miss any of the alarms – learning budgets set more than 10%, cost model half-life and revenue model half-life set beyond recommended levels, undesirable impact of constraints, and unassigned campaigns, all this and much more in a click of button is made available to you.

Location Target Performance Report

Reporting on clicks, cost, and weighted revenue for each location target in a portfolio is available in the Location Target Performance Report.

Perhaps, these tools will come handy as you plan and execute the digital marketing strategies to improve RoI and achieve digital marketing objectives for your clients.

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This article may be reproduced without my permission as long as it attributes in full and includes a link to this piece. (https://manumalhotra.in/2016/08/23/analysis-made-easy-advertising-insights/)