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Stats Only Scratch the Surface: Digging Deeper for Meaningful PPC Data Insights

Stats Only Scratch the Surface: Digging Deeper for Meaningful PPC Data Insights

Want to know a secret that most PPC companies won’t tell you? Creating Google Ads is easy. Anyone can start a Google Ad (or AdWords Express) Account and launch a campaign in just a matter of hours. But we don’t withhold that information to trick you into working with us. It’s for your own good.

While creating Google Ads is easy, so is spending a lot of money on them with little to show for it. Most business owners we’ve worked with who previously handled their own Google Ads have known they were getting clicks on their ads but weren’t sure how that translated to building their business. Even those with engaging ad copy, strong keyword lists, and excellent landing pages struggled to tell how well, or even if, their Google Ads were working.

Metrics Matter

When we take over a Google Ad account, we don’t start with the ads. Before any campaigns are created, we set up the account to give us as much data as possible, beginning with Google Analytics to ensure that the accounts are properly linked, goals are set up, and the goals have been imported into the Google Ad Account to track conversions. We then set up call tracking to determine who’s calling the business from their website and how those callers got to the website.

But all the data in the world won’t do you any good if you don’t know how to interpret it. The old adage “it’s all Greek to me” resonated with a lot of our clients when they reviewed the metrics in their account. But when we came onboard as translators they could see for the first time how a click became a lead.

Digging Deeper

Basic reporting is essential for giving you a snapshot of how your ads are performing, but to gain deeper insight you must dig below the surface. Recently we were reviewing the call tracking software for one of our clients and saw that a significant amount of people who called the store after clicking on a Google ad took between 1 week and 1 month to call after having clicked the ad. Looking beyond the simple monthly call volume in this way allowed us to determine that our ads are driving serious potential customers. They take time to consider their options and then they take action. We can also infer here that the customers may have been shopping around and returned to our client after reviewing their other options. Without drilling down further into the data, we never would have known that our ads led to this consideration.

Rethink Reporting

We challenging you to rethink the way you look at your PPC reporting. If you’re only measuring clicks, or even conversions, it’s time to dig deeper. Need help digging? Contact us to schedule a consultation with one of our PPC Specialists today!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office