One of the things that business owners and executives sometimes do, to their detriment, is acting impulsively with their marketing.

In our world of PPC and digital media, we always take a DATA DRIVEN approach.

If the data tells us something is working, we do more of it. If not, we do less of it. It’s pretty simple.

Or is it?

The issue comes in when we don’t follow a data driven approach:

1. Cutting campaigns too early, before statistical validity happens.

2. Scaling campaigns too early, before consistency is showing.

3. Operating based on “gut” feelings instead of data.

4. Telling marketers what to do, for optics purposes, even when the data doesn’t agree.

Now this leads to the next point, which is that many companies are using a data driven approach, but they are using the WRONG DATA.

Meaning they are optimizing only based on leads, instead of closed revenue. This can be a BIG mistake because not every lead is the same quality.

Most agencies do not know how to leverage offline tracking. At Hop2TheTop, this is something we always look to implement for our clients, so we can show them clearly in reporting, what is actually happening, what should be scaled, and what should be cut.

So in other words, when a lead closes, and that is updated in your CRM, we upload that information back into the ad platform, and optimize from that. This is a complete game changer for most businesses, who are used to just optimizing using smart bidding and platform conversion data. Suddenly, you start getting higher quality leads, and more of them, instead of tons of junk.