Data-informed decision making is a core opportunity \u2013 and challenge \u2013 for paid search experts in a fast-paced and constantly-changing business environment. Shopping is a highly-competitive channel and many online retail verticals are increasingly saturated, meaning that understanding and acting on your data has never been more important.
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The Google Ads interface is limited primarily to simple line charts and large tables, which creates a heavy reporting and analysis workload for PPC managers. The result is that multiple tools are often in use, which increases workflow complexity and adds gaps between analysis and action. This kind of gap or lag is known as data latency. High latency decreases the actionability and business value of your data insights.
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So why not ease this pain of having \u201cbits and pieces\u201d in various places?
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