Precision starts with good data followed by time-tested algorithms pitted against real world experiences.
Good Data In
The data source matters because the stronger the data source, the more accurate the stats or trends will be, leading to better decisions and more predictable outcomes. Good data requires:
High Frequency: Frequent/heavy monitoring is key. Paid search ads, for example, change with every new search, by geo, and even time of day. To get the most accurate view requires intense high frequency keyword monitoring, in varying geos, at randomized day parts. The Search Monitor queries keywords multiple times per day up to hourly, from different regions. Other vendors, usually the cheaply priced ones, do not maintain this level of crawl frequency. The result is that they miss advertisers and over or under-shoot impressions leading to highly unpredictable accuracy.
Click & CPC Data: Click data is the key to calculating ad spend accurately. Let’s look at the ad spend formula for CPC ads: Ad spend = clicks x cost per click. The Search Monitor gets click data from actual users through a very large sampling of Internet volunteers provided to us by our partner comScore_Inc. No one else has an accurate source for click data and therefore must guess at an advertiser’s click volume.
Time Tested Algorithms
The Search Monitor relies on our VIP clients (all volunteer) who validate our calculations on an ongoing basis. This allows for adjustments as the market changes.
As marketers, we often accept lesser data sources because of a false belief that better data simply doesn’t exist. Well, it definitely does, and we are proud to have it.
Stop relying on bad data that leads to poor decisions. Get the only tool that brings the industry’s most accurate data together in one place.