Closing the knowledge gap: how do you ensure paid search transparency?

Long gone are the days when clients should be waiting for report to land in their inbox the report should be ready for the clients whenever they choose to access it.. This open approach to data is the foundation of transparent paid search relationship enabling analyst and client to work together, accessing the data, and optimizing daily to improve performance and outmaneuver the competition.. Through using Google Sheets relatively cheap tools like Supermetrics, you can build real-time, auto-updating report that pulls data from Adwords, Bing, Google Analytics, Search Console and, in fact, just about any other advertising or analytics platform.. These models have their merits such which in turn can help inform where to focus budget within AdWords.. This may inflate the figures particular channel is reporting, is not going to help client plan budgets effectively and drive the best return.. There's often case for technology to do much of the heavy-lifting associated with the management of paid search, and there's still significant value associated with hands-on and experienced analysts driving strategy, optimization and testing.. What's for client is to have complete transparency regarding the relationship between man and machine what impact is the technology having, what is the cost associated and therefore what value is it adding... Therefore, there are no data for analysts to optimize towards the long-tail, question-based search queries. The more open we can be with data, technology and practices the better, stronger relationships ultimately, better results.. Good SEO practice is the difference between getting your site ranked and reducing the chance of click through to your site.  Read more