This is for you if you’re interested in making data-driven decisions about your Google Ads.
Amy Hebdon, founder at Paid Search Magic, wrote a fantastic article she described a love letter disguised as a how to about PPC data interpretation.
She covers four strategies and frameworks for avoiding mistakes and finding insights in PPC data.
Be a critical thinker & your own biggest skeptic
Know your KPIs & calculations
Uncover spurious relationships
The first point resonated: Be a critical thinker and your own biggest skeptic.
I’m at the point in my career where I think I might actually know what I’m doing. The danger now is becoming overconfident. Critical thinking guards against this.
Amy (and others) suggests developing critical thinking requires asking yourself questions like:
What else could have caused the outcome?
What other interpretations are possible?
Why are those interpretations not valid?
It's a little painful at first. But it's a lot less painful than latching onto the your conclusion and later finding out it was wrong.
The full article is worth a read here
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