WARNING - Noob question!!!!
I am still climbing the steep curve of entering the
PPC arena.
Everyone (who seems to be anyone) speaks of the importance of tracking results over time, and regularly analysing that data to get smarter about what is working and bringing into better focus the 'why?"
Yet, in the textbooks I have to hand (Marshall etc) or on line, no one provides meaningly examples of how to do it.
Google Report is an obvious starting point, but even that data needs to be massaged to surface meaning.
I am reasonably analytical in my approach, so the measurability aspect of PPC holds a lot of appeal. I come from an advertising background in my more tender years, where the prevailing dictum was "I know half my advertising budget is watsed; I just don't know which half!"
So my question is this, has anyone found a good methodology or developed one that they are prepared to share?
Daryl