We try tons of Adwords tools. Probably all of them. Only the best rise to the top of our day-to-day workflow. It's hard to optimize Adwords on an ongoing basis. It's a lot to stay on top of. Opteo is a really solid solution that we've been leaning into at our Agency.
For lead generation ROI is the mother of all metrics. Trust me, we love CPC, search impression share, quality scores, total leads (by channel), total traffic, time on site. We love all of it. Digital advertisers love stats the same way baseball fans have loved stats for decades. With an unending curiosity we love statistics about our ad spend.
In most cases we see the natural CPC’s for mobile traffic starting off higher than desktop. And also for most of our clients the majority of their traffic is coming via mobile.While we’re always pumped about more traffic, it’s more high-converting traffic that we really want. So looking at conversion rates and cost-per-lead metrics as main KPI’s in our accounts has lead us to using negative mobile bid modifiers for certain clients in certain campaigns.
We've seen lots of reports over the years. Most of them are designed to be easy to create and repeatable. The goal for the agency is always to make things quicker and more process driven. These goals are great at improving consistency and driving profits for the agency. Put simply--they're easier. But that doesn't necessarily make them better.