What are Suggestions?
Looking for new ways to improve campaign performance can be a very time consuming task for digital marketers. Morphio’s Suggestion feature hopes to make that process easier by analyzing data from connected platforms and looking for trends in performance.
The four types of suggestions offered by Morphio relate to:
- Account Performance
- Ad Campaign Performance
- Audience Segments
- SEO Performance
How does it work?
Account Performance Suggestions (generated weekly). Related to your holistic digital marketing goals (set within Morphio’s Goal Settings drawer and easily monitored within the Reporting Summary tab) and on-site performance (via Google Google Analytics), these suggestions offer ways to review insights identified by Morphio’s algorithms.
Ad Campaign Performance Suggestions (generated weekly). Morphio analyzes impressions, click-through-rate (CTR), conversion rate, and cost per acquisition (CPA) and then provides individual suggestions to help improve campaign performance. These suggestions are based on trends relating to the above-mentioned performance metrics, the ad platform used (e.g. Google Ads, Facebook Ads, etc), and the type of campaign (e.g. search, display, etc.).
Audience Segments Suggestions (generated monthly). Related to Morphio’s analysis of high-performing and low-performing audience segments, these suggestions identify opportunities to target (or exclude) specific groups of users, which can help improve performance of your overall marketing efforts and/or individual ad campaigns.
SEO Performance Suggestions (generated weekly). Related to Morphio’s SEO features, these suggestions are based on changes in organic rank of your website in comparison to your competitors. Morphio will identify pages of opportunity, which can help focus your SEO efforts.
Dismissing (and restoring) Suggestions
Similar to Anomalies, we make it easy for users to dismiss suggestions that have either been completed, or have been deemed not relevant in a specific instance. To do so, simply click the “Dismiss” button in the top right of the suggestion card.
To review dismissed suggestions, navigate to the “Dismissed” tab at the top of the Suggestions feature. Here you can quickly view suggestions that have been dismissed and even restore them by clicking on the “+” icon on the right.
Q: What are the thumbs-up and thumbs-down icons beside each individual suggestion?
A: These are buttons that send feedback to our machine learning algorithms (and humans) relating to the relevance and accuracy of the individual suggestions. We encourage users to use these buttons as well as the “Dismiss” button at the top of the suggestion card as a feedback mechanism.