By: Charley Brennand, Founder, PPC Academy
Ever feel like your Google Ads data is telling you one thing, while your client or boss is seeing something completely different? Welcome to the KPI conundrum! These days, we're drowning in data. But more data doesn't always mean better insights. If you're struggling to make sense of conflicting metrics and align your Google Ads campaigns with real business outcomes, this post is for you.
Here's what we'll cover:
The problem with conflicting KPIs and how it impacts your Google Ads performance.
Why storytelling is crucial for making sense of complex data and driving better decisions.
How to craft a compelling narrative that aligns your Google Ads data with business goals.
Three actionable steps to overcome the KPI conundrum and achieve better results.
We live in a world where everything that can be tracked is being tracked. This leads to an overwhelming number of KPIs, often creating more confusion than clarity. It's like trying to listen to a choir where everyone is singing a different song.
This "KPI conundrum" can manifest in different ways:
Conflicting data: Your Google Ads reports might show soaring conversion rates, while your client's finance team reports a drop in revenue.
Attribution chaos: Different platforms attribute conversions differently, making it difficult to understand the true value of your campaigns.
Overemphasis on vanity metrics: Getting caught up in clicks, impressions, and CTRs while neglecting the metrics that truly matter to the business.
This conundrum can lead to frustration, wasted ad spend, and missed opportunities. So how do we overcome it?
Humans are wired for stories. We use stories to make sense of the world around us, to find meaning in chaos, and to connect with others. Stories are also incredibly powerful for communicating complex information.
In the context of Google Ads, storytelling isn't about creating fairy tales. It's about crafting a narrative that connects your data to your business goals. It's about explaining what's happening, why it's happening, and what you're doing to achieve the desired outcomes.
A good story in Google Ads needs three key elements:
A protagonist: Your "true north" metric, the single KPI that matters most to the business (usually net revenue).
Conflict: The discrepancies and inconsistencies in your data.
Resolution: How you're addressing the conflict and aligning your Google Ads strategy with business objectives.
Here are three actionable steps to overcome the KPI conundrum and craft a compelling Google Ads story:
Agree on Your True North Metric: Identify the single most important metric for the business and align your Google Ads strategy accordingly. This is often net revenue, but it could be leads, store visits, or another key performance indicator.
Understand the Conflict: Dig deep into the data to understand why different platforms are telling different stories. Are there discrepancies in attribution models? Are you overemphasizing vanity metrics? Identifying the root cause of the conflict is crucial for finding a resolution.
Focus on Trends Over Snapshots: Don't get distracted by daily fluctuations in your data. Instead, look for long-term trends to gain a better understanding of your campaign performance.
The next time you find yourself drowning in a sea of conflicting metrics, remember: your job isn't just to analyze the data, it's to tell the story. By crafting a compelling narrative that connects your Google Ads data to your business goals, you can drive better decisions, achieve better results, and demonstrate the true value of your work.
Charley Brennand is the founder of the PPC Academy and an active PPC consultant who’s worked with household names such as JD Sports, Domino’s & Debenhams.
You can find her on LinkedIn