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    How to Aggregate Data Creatively to Drive Advertising Results

    If there’s anything that gets performance marketers excited, it’s data. Traditional performance metrics will give you a good idea of how your campaigns and ads are performing, but as technology becomes more powerful and more connected, marketers are digging deeper and relying on metadata to provide them with a more cohesive view of results. Metadata is data that provides information about other data. That includes headlines, URLs, images, and more.

    This metadata also allows marketers to connect metrics in ways they haven’t been able to before, namely in aggregation capabilities. Certainly, looking at ads individually can tell you a lot about if they’re performing up to standard or not. But if you’re using the same image in multiple campaigns, isn’t it better to know if that image is making or breaking your budget? Surfacing those metrics is just one of the benefits of aggregating data across campaigns. Keep reading to see what else aggregating data can help you uncover about your campaigns, ads, and the individual components that make up your ads:

    Go Deeper Than Campaigns, Ad Groups, and Ads

    By analyzing metadata, you can dig under the surface info to reveal insights that go well beyond traditional performance metrics. Most marketers only analyze at the level of campaign, ad group, and ad results. But as the space gets more saturated, finding the secret sauce to get the most out of your ads is becoming more difficult. Try evaluating things a different way and drill down on the individual elements in each ad.

    Easily Find the Weakest Link or Identify the Highest Performers

    Previously, you might report on an ad that turned out to be a low-performer, so you killed it. But what if it was just the copy that was throwing people off and the image was actually quite compelling? With data aggregated across multiple campaigns, you can more easily identify the individual elements that are dragging your numbers down and replace them with the ones you’ve found are working well. 

    You can also use aggregated data to find the elements that are performing well. Maybe the ads with the large CTA buttons are getting everyone to click through. Once you realize that, you can confidently swap them for the ads with a smaller CTAs that aren't performing well.

    This way, you can retain the elements that are working, and replace the ones that aren't. The secret to good digital advertising is iteration and testing. Making big changes may sometimes be warranted, but when it comes to improving performance, finding the right combination of elements is likely a better strategy.

    Understand Results More Cohesively

    Standalone results on individual ads will certainly help you uncover some insights, but getting to see the performance of individual elements across multiple ads will help you make decisions more confidently. With aggregated data across multiple campaigns, you’ll have a more wholesome look at a component’s performance rather than how it was received in one or two ads. Since time is a big factor in results, you are better off testing different ad concepts at the same time than trying to compare them one after the other. What happens in June is likely not the same as what happens in December. 

    Deliver More Robust Info to Clients and Stakeholders

    With the explosion of martech tools, marketers at all levels are becoming more data driven. If you go to a client with a recommendation, they are likely going to want to understand how you arrived at it (and that means backing your recommendation up with data). You don't want to sit in a client meeting debating if it was the headline or the blue background in the image that people didn’t like. Use software, like AdStage, that allows you to bring up the aggregated data to make your case, with a few clicks. Clients will be amazed at the level of data you can provide, and more importantly, the recommendations you can make based on that data. 

    A Closer Look at the AdStage Group By Feature 

    Because AdStage collects, stores, and normalizes metadata, customers can use our dashboard and Report product to create reports they won’t have access to anywhere else. 

    One supercharged reporting feature that metadata makes possible is called “Group By.” Group By is a next-level feature for analyzing the performance of any piece of an ad even if it’s running in multiple campaigns. And you can aggregate all that information without ever building a pivot table. 

    Group By allows you to roll up data to any level or attribute. You can use it to group ads that use a certain image in order to see how the images performed in aggregate. It works the same way with search ad headlines. If you’re using the same headlines across multiple audiences you can roll up the data to see how certain headlines perform without spending time looking at each individual campaign or building pivot tables.

    How Do I Run Reports Using Group By?

    1. Log in to AdStage
    2. Click on Report
    3. Click on Dashboards at the top 
    4. Click on Edit Widget for the dashboard you’re interested in

    1. Click on the Filters & Group tab

    1. Scroll down to Filter by Metrics section

    1. Select the metric you would like to Group By
    2. Click Save

    From there, you can filter additionally until you’ve drilled into the data you’re interested in. 

    Instead of relying on surface performance metrics when you’re trying to go deep on reporting, you can use Group By to perform powerful analysis you won’t find anywhere else. If you’re not already using AdStage to manage and optimize your paid media campaigns, join our 14-day free trial. And read more about AdStage Report and how it can help you measure performance faster with real-time data from Google Ads, Facebook Ads, Yahoo Gemini, Google Analytics, Salesforce, and HubSpot. 

     

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    Breanna Lambert

    Breanna has 10+ years’ experience in marketing, though the tides & trends have pushed her almost exclusively into digital. She lives in the hills above Boulder, CO and spends her downtime outside exploring with her husband, son, and pup.