We had a chance to sit down with James Green of Siftable to chat about ClickEquations, the state of the search market and the search marketing problems with think software is uniquely capable of solving.
ClickEquations had a separate Excel plug-in, which is included in the cost, called ClickEquations Analyst that is used for reporting. All I can say about this is – “Holy Crap”. I’m not much for urban slang but this piece was off the hook. Essentially what they do is have a set of canned reports (they’ll create custom reports to your business upon request) with some customization which is pretty cool but where this excels (pun intended) is in their integration with Excel.
It’s one of our favorite pieces too
James and I sat down for lengthier talk about search marketing in general and the search tool market:
We, as the advertising community, need to demand from Google transparency and control. They’re taking our money and therefore, we have a say. They’ve spent all the money on the marketplace that we profit from, but they’re also profiting from our participation in that marketplace.
We, as the advertising community, constantly need to be pushing the boundaries with Google and constantly need to be pressuring them to give us the level of transparency and control that we want. I think all the tools in our market, including ClickEquations, help because they push Google to align themselves better with our business goals. If Google was offering all these things we were doing, there wouldn’t be a market for tools like ours, but they’re not because the way we serve the advertising market and community isn’t necessarily what serves Google’s purposes.
If you’d like to interview anyone at ClickEquations, please email me, acohen @ clickequations.com
Manoj Jasra of the blog Web Analytics World talked with Alex Cohen about ClickEquations. This in-depth interview was just published, and worth checking out.
[Alex Cohen]: ClickEquations is the tool we dreamed of having years ago when we managed paid search accounts directly using other tools or working directly in the engine interfaces….We know the frustration of not being able to get the data you need, of slow reporting interfaces, and of the frustrating multi-step (and often multi-tool) repetitive processes that fill the days of many PPC professionals. Our old pet peeves are directly responsible for the best features in ClickEquations. (Read The Complete Answer.)
[Manoj]: ClickEquations is known for its slick interface, so what makes your interface so good
[Alex Cohen]: The most frequent comment we get from people who see us at trade shows or on our weekly webinars is “it’s so clear you guys really understand ppc”. There are all kinds of large and small aspects of our interface and product that come from our deep practical experience in the space…. The other thing about our interface is that we realize the importance of context. Most tools seem to developed with the goal of replicating the AdWords or AdWords Editor interface, supporting three engines, and then adding a few bells and whistles. We think this is a fundamentally flawed approach. (Read The Complete Answer.)
[Manoj]: How does attribution fit into your solution?
[Alex Cohen]: This is a great example of where a lack of the right data and clear access to it can really make it hard to make smart paid search decisions…Yet the conversion tracking features from the search engines and most analytics and even paid search tools, give 100% revenue credit to the last keyword… ClickEquations supports four attribution models so our users can both choose how they want to distribute revenue among keywords and more importantly see and make choices based on the differences. (Read The Complete Answer.)
[Manoj]: Tell us a little bit about some of your product specific metrics such as ClickShare and ClickVariance
[Alex Cohen]: Part of our quest for clear detailed data produced the not-so-surprising realization that the search engines aren’t telling us everything we’d like to know. A lot of what they keep private is data that only they have, but some of it is buried in all the data they do provide… We have developed a series of proprietary metrics that offer additional information and insights to our clients. ClickShare and ClickVariance are two of them. (Read The Complete Answer.)
Our thanks to Manoj for covering ClickEquations on his popular blog. If anyone has follow-up questions, post them in the comments here or at Web Analytics World and we’ll chime in with answers.
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A recent interview I did with Chris Crum of WebProNews is now live. It’s all about Match Types, give it a look.
For more on how Match Types work and the best way to take advantage of them (including our nearly-famous ‘Match Type Keyword Trap’), download out our Match Type White Paper from the new ClickEquations Learning Center.