Fake News in PPC? Numbers That May Mislead

Online MarketingOnline marketers are playing a numbers game when it comes to strategizing and implementing their advertising campaigns. They gather and analyze data from different sources to identify the markets to target specifically and how to convert them. However, not all metrics may lead to success.

Experts on search engine optimization from SEO Werkz in Utah cite the following metrics that may mislead even the most experienced marketers.

Lack of Benchmarking

The numbers of your client’s e-commerce site may have grown a good 20% of a certain unit in a specific category. That percentage seems like an excellent number, especially if you compare it to other metrics shown by that product over the last few months or even years. However, this can be misleading if you don’t account for the benchmarks set by the competition. The latter may be gaining numbers of more than 30% or more of sales growth.

When you want a clearer view of the big picture, consider the niche you’re in, its historical growth rates and the competition. Solely relying on your own success may mislead and can reduce the efficiency of your future campaigns.

Skewed Baseline

Choosing only a particular timeframe can also skew your campaign’s perceived success. Some marketers use growth numbers for just one week and compare them to the company and industry’s historical numbers. This may mislead one to believe that the products or services in that category are performing better than they actually are. You’ll have to control for seasonal fluctuations and look at the percentages yearly, instead of focusing on just one timeframe.

Percentages without Context

Simply showing high percentages such as 50% growth, 60% of market share, or 70% conversions may not tell the whole story or it’s simply a presenter trying to keep his or her job. When trying to analyze numbers, check the context and look for its equivalent to a year-to-year comparison.

Numbers aren’t enough; there are ways to manipulate these to mislead and create an illusion of success. Always consider context, historical comparisons, and industry fluctuations to get a clearer view of the big picture.

Posted on by Tsfp6 in Digi-market

Comments are closed.