Advanced analytics drive keyword strategy
What do you do if ad spend of individual clients is insufficient to draw conclusions about keyword, search term, headline and description performance? Pain-Free Dental Marketing specialises in a single vertical and that allowed us to identify industry trends with an n-gram analysis.
Comparing Google and Microsoft ads side by side
Search term n-grams
Why pain-free dental marketing needed
A custom solution
Pain-Free Dental Marketing gets results for dentists who advertise on Search, Display, Social, and Video. But ad spend of individual client accounts was often insufficient to draw conclusions about which keywords, search terms, headlines and descriptions were performing best. There simply was not enough data per account to make solid predictions using conventional techniques.
The intuitive frontend UX is a custom-built Google Data Studio dashboard that makes it easy for non-technical users in the agency to play around with the data. Slides and drop-downs are intuitive and account managers can choose between analysing search terms, headlines and descriptions. Choosing one or multiple accounts is as easy as clicking and selecting them. The ease of use has allowed Pain-Free Dental Marketing to restructure the keyword strategy for all of their clients, and effectively allows them to optimize even the smallest clients as if they had the data of the biggest!
How do n-grams work? Search term n-grams break down each search term into groups of words (that’s the “n”). So if we take the search term “best dentist near me”, the 2-grams would be “best dentist”, “dentist near”, and “near me”. Breaking terms down like this allows a much wider level of analysis, as 2 and 3 grams are much more likely to appear across multiple search terms (thereby aggregating data) but still tend to indicate similar levels of intent.
By narrowing down which search terms and keywords actually drive conversions across the dental industry, the team can focus the budget on the keywords that matter.
Pinpointing the best performing words (n-grams) in the headlines and descriptions across the portfolio allows the team to create more effective ad copy.
All agency data unified in a managed advertising data warehouse.
We give clients access to a purpose built Shape Enterprise ADI advertising data warehouse. Shape’s ADI is much more than a data pipeline. Among other things the solution makes it incredibly easy for us to pull data from various channels into a purpose-built advertising data warehouse and to normalise it to run cross-channel or agency-wide reporting. In this case allowing analysis of the Dentistry vertical for Google ads, but it is easy to pull in advertising data from Facebook, Instagram, Twitter, Linkedin, Youtube or Microsoft as well.
It is a purpose-built data warehouse for digital marketing agencies hosted on Google BigQuery which translates to massive processing power and automatic data replication for disaster recovery. It helps that storage and queries are incredibly cheap. This is an amazing setup for advanced analytics use cases that go way beyond n-grams, like running machine learning models.
We pushed the data out to a custom built Google Data Studio dashboard because it is easy for non-technical staff to use. With a Shape data warehouse it is just as easy to push the data out to Google Sheets or any data visualisation or business intelligence platform, whether you use Looker, Tableau, Domo or Microsoft Power BI. That is simply a matter of preference.