In the world of PPC, data is king. You need it, you use it, and it guides every decision big or small. Yet, wrangling your data is like climbing a mountain. It often requires immense effort, specialized tools, and the grit to see it through. Lacking any of these is a recipe for disaster, but often it’s not until we’re halfway into our climb that decisions made during the planning stages can start to impede our progress.
We’re often in a hurry to get our data into reports and into stakeholder’s hands. Sometimes we lack the technical expertise or money or both for the solutions that would best serve us. Often we simply lack the time to carefully understand our problems and vet possible solutions. This can lead to poor product fit for the problem we have and wasted time.
But, it doesn’t have to be like this. No matter your resources the first step is understanding your needs and taking the time to consider what solution might work best for your situation. Note that I did not say the best technical solution or the most expensive solution. Often we get enamored with tech wizardry and forget to consider our own abilities and resources leading to a fancy solution that doesn’t actually work for us.
So how do we arrive at a plan and figure out possible solutions? It starts with understanding the problem you are trying to solve.
Anyone who has worked in PPC long enough is well versed in the amount of data that is present and the struggle to make sense of it. You’re in a constant battle of exporting data from multiple sources (Google, Microsoft, Facebook, LinkedIn, etc.) and trying to make sense of it in some type of reporting format. Often it involves you trying to store it in some place like a spreadsheet or database.
Getting the data, storing the data, and reporting on it are usually constant struggles at all places small and large. Ad networks go down, spreadsheets crash, and reports run slow leading to many headaches all around.
Seeing the frustration and the wasted time that comes from these issues, teams often see a problem and want to find new solutions. This is often a good idea, but a team needs to know its own capabilities, resources, and priorities when figuring out solutions.
In short, they need the proper mindset. – Read more