Why is data from many other ad monitoring tools imprecise?
Many other tools get their data from sources that are not focused on quality data. The stronger the data source, the more accurate the stats or trends will be, leading to better decisions and more predictable outcomes.
- Small Sample Sizes: Most data sources don’t use a large enough sample population
- Low Frequency: Most vendors do not sample keywords with enough frequency, and therefore, they don’t see all of the advertisers. Accuracy in advertiser identification requires intense daily keyword queries. Most vendors only query keywords once per month. Lighthouse queries keywords multiple times per day. Lastly, infrequent querying of keywords leads to inaccurate predictions of rank and ad copy variations. Without an accurate prediction of rank and ad copy variations, you cannot compute ad spend, which requires an adjustment to CPC as rank fluctuates and as ad copy relevance fluctuates.
- Inaccurate Click Data: Most vendors use a data source that cannot provide accurate click data. In order to compute essential metrics like budget, you have to capture clicks. Ad spend = clicks x cost per click.
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Posted in: Monitoring & Capturing Data, Why Work With The Search Monitor