Are you measuring what matters in your PPC account? Here’s how to avoid wasted spend and incorrect data so you can make the most of your media budget.

As paid search marketers, we have something of a love affair with data.

PPC has gotten more expensive as the years have passed, so it’s become even more imperative to understand where every cent is going and whether or it’s producing sales.

Or at least, that’s what we tell ourselves.

I’ve analyzed PPC accounts of all types for probably close to 8 years now.

Having managed of millions of dollars of ad spend in all kinds of industries, I’ve also had the opportunity to find something surprising:

All those different accounts have a lot of the same problems!

Despite our obsession with data and driving conversions, there are many search marketers who either aren’t, or are overly obsessed with it and completely miss out on the greater piece it plays in sales: marketing.

For paid search marketers who **are **data-obsessed, audits can give you a fresh way to use your data and dramatically improve your performance.

Typically one is being done to assess efficiency of spend.

The kicker is in many cases, the very data being used for decision making is flawed.

How?

The measurement isn’t set up correctly, and it creates a ripple effect on decision-making.

Here is the double-edged sword that creates inefficiency right from the start in PPC.

#marketing analytics #paid search