Campaign Restructuring in Corvidae to Allow Actionability

By Corvidae Team 31 August, 2021

What actions can be taken from using Corvidae data?

We know that every Paid Search account is built in a different way – however, Corvidae attributed revenue and conversion data allows you to take intelligent, and decisive action to reduce cannibalised wastage of budget across your campaigns, as well as identifying where you can make campaign changes to drive incremental ROI.

Ensuring accurate data collection for Corvidae

The first step to ensuring data is usable and accurate within Corvidae, as covered in the tracking guidelines, is to apply the correct tracking parameters within Google Ads.

We recommend utilising tracking parameters from within Google Ads platform.

When correctly setup this will ensure that all final URLs have the appropriate accompanying tracking values that are required to deliver actionable insight from the Corvidae Platform.

Tracking templates can be placed at the account level, campaign level, adgroup or ad level where the lowest level (e.g. ad) will supercede the highest (e.g. account).

A standard tracking template that is required for Corvidae to deliver accurate data collection is as follows:

{lpurl}?utm_medium=cpc&utm_source=google&matchtype={matchtype}&utm_term={keyword}&qc_adgroup_id={adgroupid}&qc_campaign_id={campaignid}

Parameter values enclosed within { } are dynamic valuetrack parameters and further information and guidance can be found at https://support.google.com/google-ads/answer/6305348?hl=en-GB.

Using Corvidae insights to drive action in PPC

Using the Paid Search report allows you to make intelligent decisions based on data to reduce wastage of spend or maximise the potential revenue and ROI.

When using the Paid Search report, there are key metrics that are useful to look at:

  • Attributed Conversions: This metric is key to understanding the impact your campaigns are having on the overall channel mix. Compare this attribute to ‘Platform Conversions’ – this is the data that comes directly from Google Ads. You can directly gauge whether a campaign or keyword is delivering conversions as an assister or directly. From this information you can then make budget adjustments from within your account to maximise performance.
  • Attributed Revenue: This is the revenue that the campaign or keyword has directly assisted with achieving within the overall channel mix. Again, comparing this to platform revenue can help you understand the true return on investment from a paid search campaign or keyword and allow you to make optimisations towards improving performance.
  • First Click Revenue: This metric allows you to compare how well a keyword or campaign is performing on a first click basis – e.g. as an introducer to conversion. We’ll often see keywords that drive zero revenue or ROI on a last click basis, and the majority of the time they get turned off. Sometimes, a keyword can be crucial to introducing customers into your purchasing cycle, so by understanding the revenue impact a keyword has higher up the funnel allows you to take smarter decisions at maximising impact across other touchpoints. Looking at this metric as well as the Attributed Revenue can give you a true sense of how a particular search term is performing in the overall channel mix.
  • Last Click Revenue: Most Google Ad accounts and Google Analytics data is largely based on last click models, we’ve included this metric to give you a sense of how a particular search term or campaign is performing as a last click converter. It can be useful to compare this metric against your attributed revenue to understand the difference between the two to incorporate into your optimisation decisions.
  • Attributed ROAS: This metrics allows you to see how well a keyword or campaign is performing on an attributed return on ad spend. If, for instance a keyword is delivering a 10.0 ROAS from platform and a 5.0 attributed ROAS, then we would suggest a recommendation that the bids or budget be reduced as other channels are picking up the revenue. Alternatively, if a keyword is generating a 5.0 ROAS from platform and generating a 10.0 attributed ROAS, then it suggests that search term has potential to drive significantly more revenue and would suggest increasing bids and budgets.
  • Context: this is in reference to making campaign structures more granular for better actionability – breaking out big campaigns into smaller ones targeting performing aspects of the bigger campaign so you can grow the budget and have a seperate attributed view of performance; also how to structure shopping campaigns to simulate normal paid campaign structures for optimisation; also naming conventions to make it easy to understand what you are doing with the campaign when you are viewing it in Corvidae. It’s all focussed around Paid.

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