Are Averages Killing Your Marketing Campaign and Costing You Ad Dollars?

Don’t forget the outliers. We're so focused on the average that we forget to consider the outliers, what they mean, and how they can be used to inform us of the changes that we need to make to our campaigns.??

What’s the average CPC? CTR? What’s our average cost to generate a lead? All these things should be considered but all too often we see?the average, tell ourselves that it’s where it needs to be, and our focus stops there.??

However, what about the outliers??

What about all those points scattered above and below the average line on your scatter graph? What do those tell us??

Stop allowing the average to be your benchmark of good enough. Are there keywords that are driving up the CPC that aren’t attributing to conversions? Are they driving up your cost per lead or sale? Even if you are, or even better than, benchmark? Likewise, are there keywords or audiences that are attributing to a better average that you can double down on? What about your creative? Placements? Landing pages??

Remember to always reply to that little voice in your head that says, “it’s good enough” with an “Is it though?”?

Stop allowing a benchmark to be your focus, there is no reason you couldn’t beat it. Afterall, the answers are all right there in the outliers. What are they telling you??