Using Google Keyword Planner for market analysis
Google Ads Keyword Planner is a free tool that can do more than suggest keywords. Three rules for using it for market analysis: choosing keywords, planning timing and…
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Better questions. Clearer decisions
Perspectives and practical methods for the questions on your mind.
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ETMall uses iKala CDP AI prediction to build new and returning customer strategies and lift conversions
As new customers stalled after joining as members, CloudAD combined iKala CDP audience segmentation and AI value prediction with segmented ads, lifting new customer conversion rate 19 times…
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udn shopping uses GA4 cross-platform analysis to plan precise marketing and capture conversions
With data split across website and app, udn shopping could not see the full customer journey. CloudAD implemented GA4 for cross-platform tracking and funnel analysis, growing new converting…
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Share of voice: using the 3-5-8 rule to increase brand exposure
What share of voice (SOV) is, how to apply Google's 3-5-8 rule to keyword and audience targeting (80%, 50% and 30% SOV targets), and three ways to raise…
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Google Shopping ads: reaching your most valuable customers
Three trends in online shopping behaviour, how Google Shopping ads reach potential customers across Search, the Display Network, YouTube and Gmail, and how to set up Merchant Center…
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Google Shopping ads: getting started with eye-catching product ads
Why to use Google Shopping ads, where they can appear, their six main advantages, the four steps to set them up and the 10 retailer requirements under Google's…
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SAME WORD / DIFFERENT RULES
We all call it a conversion- Ads
- Meets attribution rules
- GA4
- A defined event fires
- CRM
- Meets lead criteria
Compare definitions before comparing totals
THE QUESTION BEHIND THE NUMBERS
One meeting. Three versions of the truth
Before comparing numbers, compare sources and definitions. Understanding the differences is the first step towards common ground.
Build a shared understanding01 / COO PERSPECTIVES
COO perspectives
Data is the beginning of a better question. Notes on decisions, teamwork and everyday judgement.
- Decision making
- Teamwork
- Business judgement
02 / METHODS & TOOLS
Data insights
Make complex data something people can discuss and use: how to set up the tools and read the numbers.
- GA4
- Data Studio
- Measurement
03 / FROM DATA TO ACTION
Advertising insights
Better strategy begins with understanding people: reading audiences through data and connecting marketing to the business.
- Audience
- Message
- Measuring results