Adobe released a new analytics tool for paid search that helps its customers stop thinking about vanity metrics and stressing over Excel spreadsheets and simply focus on their ROI.
Called Advertising Analytics for Paid Search, Adobe’s new feature integrates with Google AdWords, Yahoo Gemini and Bing Ads to better visualize attributions for search campaigns. The tool shows impressions, clicks and cost as well as average position and quality score. For Adobe’s customers, the tool helps them monitor campaigns across search platforms rather than just see each platform’s reports and do the calculations themselves.
“Paid search is easy to measure in a silo, but it’s difficult to understand how that impacts loyalty, retention and customer value. We’re now getting customers across that bridge,” said Nate Smith, group manager of product marketing for Adobe Analytics Cloud.
Adobe’s vision is to connect pre-click data with post-click actions. Companies can track ad impressions and click activity across Google, Yahoo and Bing and then see how those translate to cart additions and completed purchases.
Holland America Line, a subsidiary of Carnival, has been using Adobe Analytics for the last 18 months.
“My first impressions are: It’s about freaking time. Adobe has done a lot in data in the web analytics world, but when you present results of marketing campaigns, the very next question is, ‘That’s great, but how much did you spend to accomplish that?'” said Aaron Fossum, director of digital analytics at Holland America Line.
Fossum said Adobe’s update will help the cruise line better understand if branded keywords and non-branded keywords have a different advertising cost per booking.