All search performance results are calculated on a “last click wins” basis. This means that the last click a user makes always gets the credit for the sales revenue or conversions, regardless of how many other searches are made before this click.

With the click path report, you can see the entire user journey that leads to the conversion on a website.

You might be surprised by the user’s search activity before converting on your website and it might bring insights to new things to optimise or test.

Depending on the product or service that you’re selling, it could take one click or 20 before a customer makes a final purchase. The higher the cost and commitment, the more research is usually done before a purchase, meaning lots of clicks!

The click path report gives you additional data and then valuable insights to the consumer behavior and the real influence of your keywords or campaigns.

You can look at First Click (where the initial click that brought them to the website gets the sale), Last Click (the last click gets the sale), or Equal Attribution (all clicks share evenly in the sale value) models to get an idea of the value of different keywords.

Below are 4 situations where a click path report can give you valuable insights:

1. Before pausing a keyword

As I said earlier, the click path report gives you additional information about the keyword performance. It is often quite tempting to pause a generic term: it’s expensive, doesn’t bring a lot of sales, etc. However, you might find out that some of those terms are sitting at the start of consumer journey and are the words bringing customers to your site in the first place! Before pausing a keyword, keep in mind the keyword might have initiated or assisted in more conversions than Last Click gives it credit for.

2. To see how generic terms support other conversions.

This leads to my second point: a click path report helps to understand the real performance of generic keywords. Generic keywords are often not rewarded for the support they give to other keywords and particularly brand keywords.

If you put yourself in the mindset of the user, the fact that generic terms are not highly performing actually makes sense. Before most purchases, the user will start with a more generic search, e.g. “cheap holidays in Thailand”. The user will then narrow his search throughout the process, maybe “hotel prices in Bangkok” to finally search for your brand and make a booking.

Google calls this the search funnel. In this example, the conversion will get attributed to the brand keyword. However, “cheap holidays in Thailand” and “hotel prices in Bangkok” clearly played a role in the final booking and some part of the revenue should be attributed to these words. That’s what the click path report will allow you to do.

For one of our clients, we realized that many generic keywords initiated or supported conversions on the brand and could make their CPA much more in-line with our goals.

3. To see how channels complement each other

A great thing about the click path report is that you can also see interactions between channels.

For one of our clients, we actually found that remarketing was a much more valuable channel than we had originally anticipated. The number of direct conversions was quite low but it appeared that the number of users who had a remarketing click within their search funnel was quite high.

These insights can be valuable and highlight how the different channels work together to bring more conversions for the site.

4. To understand user involvement

The click path report gives you the full user journey. This means you get visibility on how many clicks it takes a user before converting on your website.

In other words, the report helps you to understand how often the user is going back and forth and gives some insight to how trustworthy the user thinks your brand is. We ran click path analysis for different types of products for an online retailer. This retailer is well known for one specific product and they’ve recently diversified their range. For the main product, the average number of clicks was lower, with an average of 1.4 clicks before a conversion. The time between the first click and the last click was also shorter compared to the other products. These results can give you a better understanding of the buying confidence and the role of brand awareness in the buying process (association of a product with a specific brand).

Do you have any other times that you run a click path analysis? Tell us in the comments!

As with many things in life, the field of PPC also has the age-old debate of quality versus quantity. A lot of newcomers to the field have a tendency to include too many keywords within a campaign. People seem to think that the bigger their keyword list is, the more likely it is that they’ll get more conversions. The rational here being that if I get 2 conversions with 100 keywords, I must be able to get 200 conversions from 10,000 keywords, right?! Plus, it’s also really impressive to talk about your campaign with 8 MILLION keywords.

“Damn, he must know what he’s doing, he has so many keywords!”

What generally ends up happening is that people spend a lot more money but don’t actually make the campaign better. If you add keywords for the sake of adding keywords, you will most likely have a pretty low click-through rate and lower overall Quality Score. This drives up your costs per click meaning you end up paying way more than you should be. To make matters worse, people tend to put all of these extra keywords on broad match! This just drives up your impressions to heaps of traffic that has no interest in your website whatsoever.

So, when you’re adding new keywords or creating a new account I suggest you consider the following:

-          If you’re pulling the See Search Terms Report make sure your date range gives you enough data to work with.

-          How much traffic are you getting from this keyword? If you’re not getting more than 5 impressions in 6 months, it’s probably not worth adding.

-          Use the traffic estimator and keyword tool. The keyword tool can give you new ideas while the traffic estimator will help you decide whether the keyword is worth adding or not.

-          If you’re adding keywords from the Search Terms Report, make sure you add them as exact match, not broad. Use broad match as a tool to find new keywords, but use exact match to be your sniper-like tool for the real money makers.

Having a huge keyword list will make the account harder to manage and you’ll end up with 90% of the keywords just taking up space but never even seeing the light of an impression, all while you’re costing yourself more money per click on the good ones. Of course, if you add additional words and they’re working for you, by all means keep them! But there’s no need to have a huge list just to say you have a huge list.

It’s always better (and easier!) to start off small and build out the keyword list as time goes by instead of starting off with 100,000 keywords and then having to go through all of them to decide which are useless.

In PPC, quality will always trump quantity.

Thanksgiving is probably the best American holiday there is. I’ve never had a bad Thanksgiving.

Even that time where my brother’s girlfriend added water chestnuts to the stuffing (the best Thanksgiving food, hands down), it wasn’t bad. And the time where I was vegetarian and alone in a new country wandering around looking for football to watch, finally finding it in a casino with a smattering of homeless people napping; it still wasn’t bad. Because it was Thanksgiving. And on that day more than any other in the whole year, you’re forced to think about how good you have it (even if you don’t), and say thanks for all the good stuff. And when you’re thinking about the good stuff, and when you’re stuffing your face with wayyy too much food, it really can’t be bad.

Aussie Thanksgiving

So, this Thanksgiving, I’ll share a list of search-related things that I’m thankful for. Feel free to add one of your own!

• Google Remarketing- it makes using the Google Content Network so much easier, you can target people who have actually been to your site so are already qualified as the kind of user you want to be in front of.
• Google Site Links- it’s great to be able to send people to different pages depending on what they’re interested in. Site links are cheap and effective.
• Yahoo RAIS- this is a new ad type from Yahoo, and I’ve got to admit it’s pretty cool. Getting a video as your ad in addition to the text is a new way for customers to interact with your brand.
• Microsoft Excel- OK, so it’s not totally search-related, but it’s tough for me to imagine being able to do my job without it.
• Click-Path Analysis- finding links between SEO & SEM is a lot easier when we can see full paths that customers are taking and being able to optimise based on first click, last click, and equal attribution models equates to more sales for our customers.
• ClickTale.com- these guys allow you to watch where users are going on your site and see how they interact with your pages. When you pay a bit more for a subscription (it’s still quite cheap), you get lots of heat maps and other added value goodies.
• USAFoods.com.au- OK, these don’t have anything to do with the search industry, but I searched for them to find them, and I was overwhelmed with awesomeness. My pumpkin pie and green bean casserole are all thanks to you!

American or not, it’s always good to take some time out to think about the good stuff. Thanks for reading this blog!

Welcome back, friends! Today’s edition of Google’s Not So Scary will go back to creating your Google AdWords campaigns, and specifically, what to do when your ad doesn’t come up how you thought it was going to.

So, you’ve made your brand new Google AdWords ad. You’ve drafted a beautiful headline, your description line 1 is eloquent and sends the perfect message, and your description line 2 just knocks it out of the park. This ad is pure bliss. Customers will come in droves. You set it live.

And then, ummm, it doesn’t look like you thought it was going to. What happened? Well, how the hell would I know?!

Hehe, I’ll try to help. It’s probably one of two things: you made a mistake, or Google’s testing something.

You Can Fix It!

First, it’s possible that you made a mistake. OK, maybe not a full-on the-world-is-gonna-end mistake, but there’s something you can do. If you’re seeing an ad come up for a keyword that you don’t think it should come up for, check your campaign. Is there any broad match in there? If so, do you have phrase and exact match negatives so that your campaigns aren’t competing against each other? Let’s say you have broad match for “Minnesota Vikings” in Campaign #1 and exact match for “Minnesota Vikings” in Campaign #2. When someone types in “Minnesota Vikings”, your ads will compete against each other. Maybe one of the ads in Campaign #1 has a really high click-through rate. It can beat your exact match and be shown, unless you have it as an exact match negative in Campaign #1.

Adding negatives to your campaigns, especially when you have broad match terms, is vital to making sure that the ad you want comes up when you want it to. There’s enough competition out there, don’t add to it by competing with yourself.

Gratuitous cute puppy pic, I realise that this is irrelevant within the context. But c’mon!

You Can’t Fix It

On the other hand, this ad coming up all wonky could have nothing to do with you at all, and could just be our good friends at Google testing something.

Google tests lots of stuff, like, all the time. They’re always tweaking and changing things; and they hardly ever make a big announcement about the change. So one day, you might see your ads do something funny, like have the URL move up to the top line with the headline. You shouldn’t be alarmed. Google’s just having some fun and seeing if your brand will draw in more clicks than your ad copy can. There’s nothing you can do to opt out, so just roll with it. The good news is that the same thing is happening to all of your competition, too. And there’s always something you can do, even if you can’t exactly fix it.

Tests in Ad Layout

• The URL of your site appears on the top of your ad, right after your headline
• Your first description line appears on top, along with your headline
• Your 2 description lines appear together

Here’s what to do: Take a look at your ads in lots of different formats to make sure that the punctuation makes sense. Sometimes the end of one line and the beginning of the next (without punctuation to separate) can have a very different meaning than what you had intended.

Site Links

• Site links are appearing in a different order
• The site link you want to show isn’t showing

Here’s what to do: Google is going to rotate your site links. If you want to make sure that 1 or 2 of them will always show, the best thing to do is delete the others. Once you’ve built up some history of good click-thru-rates with the ones you want, you can add some new ones in for testing.

Other

• Places, products, videos, and all kinds of stuff showing up for your competitors!

Here’s what to do: Talk to Google! If you see something new that you want to be a part of, go to your Google rep (or your agency) and tell them you want in! Most new things that Google does start out in beta tests, which means you have to ask or be asked to participate. If you see something and you want it, ask for it!

What do you know, we have our own little Trilogy here on the Outrider blog. Part 3, I’m such a  proud momma!

Today’s Google’s Not So Scary focus is targeting.

We’ve discussed keyword match types and quality scores (go ahead, catch up if you need to, I can wait), so today we’ll be talking about another way to make sure that your ads get seen by the people you want them to be seen by. Three specific ways to target are: by geography, by language, and by device.

By Geography

Do you want your ads to be seen by every person in every country in the world? If you do, that’s great, but is the same ad just as relevant for people in Australia as it is for people in Kyrgyzstan? Google AdWords allows you to choose exactly which countries you want to target. If you’d like to show different messages to different countries, you can just set up different campaigns within your account to do that. Even if you only have one message, it’s a good idea to separate different countries in order to effectively manage your bids and budgets. While the competition for “Kim Kardashian Wedding” is high in Australia, you might be able to get that Kyrgyz traffic cheap as chips!

You can also get even more specific than just countries. If you’re a local plumbing supplies seller in Long Island, New York, you have a VERY small geographical area that you can look for customers. If someone is 20 miles east of you, you’ve got a shot, but if they’re 20 miles west, you’re into New York City and you don’t have much hope of attracting them. And if they’re just 10 miles north, you don’t have a prayer! Nobody’s taking 2 bridges and going through New York City for a boiler, no matter how good your prices are. Google lets you set specific postal codes that you want to target, or even to draw lines on a map to show exactly who you want to see your ad and who you don’t.

Geo-targeting to the post-code and map level isn’t nearly as accurate as it is at the state or country level, (and it’s even less accurate in Australia than in the States), but it can be a very useful tool

By Language

You’re reading this in English right now, so I’ll assume you speak that. Hablas español? Si tienes una pagina en español, debes tener anuncios en español tambien. Oh, you don’t speak Spanish? Well, if you have a webpage in Spanish, you should have ads in Spanish too. If you have pages in lots of languages, you should have separate campaigns with keywords and ads in those languages.

This is a common sense thing. If people are searching in Swahili, they want to see an ad in Swahili, and they want to go to a webpage in Swahili. If you’re writing ads in Swahili, make sure that you select in your AdWords campaign to target the Swahili language. (Did I set the record for most uses of “Swahili” in one paragraph? I sure hope so! *crosses fingers*) Swahili.

By Device

Thanks to the creativity of Steve Jobs (and some other smart folk), we don’t just view the web on computers (I mean, duh! Have you read the Outrider blog lately? We talk about mobiles, like, a lot). We have mobile phones and tablets with fully-functioning browsers, and fully-functioning Google. Since we use these devices differently, you should target these devices differently.

There are some functions that only work on a particular device (like Click-to-Call on mobiles or Media Ads on desktops/laptops), and there’s different competition on different devices. By keeping devices in their own campaigns, you’ll be able to figure out which ad text, which keywords, and which bids work best. You might be surprised to find that what works on a desktop doesn’t necessarily work on a mobile (and vice versa).  You can often get cheaper traffic from a mobile, so don’t miss out by keeping it lumped into another campaign!

My Open Letter to Rant about Facebook PPC

Dear Facebook,

I have been indifferent to you for most of our time together. As a medium to light user I’ve been able to ignore your frequent changes, assuming you were just going through some kind of puberty type phase, slowly shedding the pimples and baby fat. I can overlook your Tourette’s like need to shout my personal information to the world, without my permission, when you change your security settings. I even get the quest for world domination. However the buck stops when it comes to your PPC advertising platform. This is a major flaw that I just can’t overlook. It actually makes me hate you.

On the surface everything looks harmless enough. A pretty blue interface with an easy to get started suck-you-in-before-you-know-what’s-happening set up that lulls potential advertisers into a false sense of security. This will be just like AdWords we think, easy!

Unfortunately reality rears its ugly head and quickly we realize that no…this won’t be easy, this will be long and tedious and frustrating and oh so unnecessarily difficult! Why do you make it so hard to run a simple campaign? Why is your interface always buggy and only working about half the time? Why do you mess up my carefully planned campaign structures by randomly creating duplicates? Why do you make it so difficult to manage and report on budgets? Why don’t you work more seamlessly with 3^rd party management tools? And why don’t you accept destination URL’s longer than 255 characters? Do you see how much you waste my time? This is all before we even talk about Creative fatigue and the importance of rotating images frequently with constant testing!

When, upon the seemingly rare occasions, I have been lucky enough to run the gauntlet and successfully set up a campaign it seems like the results delivered have rarely been worth the time and money invested in the first place.

/End Rant/

My ongoing frustrations with the Facebook PPC platform highlights what most of us already know, that to successfully run larger scale Facebook PPC campaigns you need 3 things:

1. A good 3^rd party management tool, such as Marin, that takes a lot of the frustrating manual work out through some excellent automation features (particularly around Image rotation) and provides a great alternative to working directly within the interface.
2. Clearly defined objectives from the outset and a plan for achieving it (knowing what you want to get out of the activity is key to any advertising.)
3. A proper tracking plan to ensure effective measurement of results that will actually indicate how the campaign is performing against the objectives.

Oh and of course:

1. Patience!

This is all just my opinion though, have you had a similar experience or something quite different? I would love to hear your thoughts!

To compliment Google Think:Mobile Event & Research, they released a funky infographic to depict the Evolution of the Australian Mobile consumer.

We thought it was too good not to share with you:

Hey hey, kids! And welcome back to Google’s Not So Scary. I can tell that you’ve missed me. Let’s get onto the next topic in our fun-filled series. Today we’ll talk about Quality Score, what it is, why it’s important, and what you can do to improve yours.

What is Quality Score?

Google’s ads are served in a big auction, so the highest bidder gets the highest spot, right? Well, no. Google considers 2 factors when placing your ads on their pages. The first is your bid, or how much cold hard cash you’re willing to pay. And the second is your Quality Score. These are multiplied together to get your Ad Rank, and that’s how ad position is determined. If you have an Ad Rank of 3 and I have an Ad Rank of 4, I will rank above you.

Your Quality Score is a number, from 1 to 10 (with 1 being the worst and 10 being the best) which is Google’s determination of how relevant and awesome your keyword, ad text, and landing page are, among other “secret sauce” features. You can find out what your Quality Score is on each keyword in your campaign by clicking on the little speech bubble in the “Status” column on your AdWords Interface. You’ll get a pop-up that shows the keyword, whether or not your ads are displaying right now (and a reason if they’re not), and your Quality Score. You’ll see breakouts for keyword relevance, landing page quality, and landing page load time with a (relatively vague) message about what the problem is if there is one. Unfortunately, there’s no way to find out what your competitor’s Quality Scores are.

Why is it important?

Well, it’s half of your Ad Rank, so if you have a low Quality Score, you’ll have to either a) pay loads more money to Google (because they don’t have enough), or b) settle for having your ad lower on the page and not getting the traffic you deserve. Without a good Quality Score, it’ll be incredibly difficult for you to run a cost-effective campaign.
Is Google always right in determining a “good” keyword or a “bad” one? No way! Google, like us all, is not perfect (sorry, Googlers, I still love your pizza!). But their imperfections don’t mean that you can ignore your Quality Score doohickey. If it’s not as high as you want it to be, don’t curse the Googleplex, take actions to improve it!

How can you improve your Quality Score?

1.      Keywords

First, take a look at your keyword. Would someone who typed in this keyword actually want to go to your site? You can modify your keywords to assure that they’re all relevant.

2.      Ads

Once that’s good, look toward your ads. Make sure that your keyword is relevant to your ad. You don’t want to pull an eBay and have ads like, “Buy Babies!” If you’re selling pumpkin pie, your ad can say “Buy pumpkin pie.” It’s not rocket science.

3.      Landing Pages

Next is to look at your landing page. You have really targeted keyword for stuffed giraffes, you show them a beautiful ad about stuffed giraffes in all sizes, and then they get to your landing page. After what seems like forever to load, they see stupid pictures of cats instead of stuffed giraffes (I hate cats, but love giraffes, just FYI, ya know, Christmas is coming up).

Google knows that this is a bad experience and they will penalize you for it in your Quality Score. Your landing page is such a vital part of your search campaign, you really can’t ignore it, or put it off because it takes a lot of work to fix it, or whatever other excuse you might have.  Make your landing page relevant. And make them load fast. Do it today.

We’ll go into some more detailed elements of what separates the good, the bad, and the ugly landing pages, but for today, and for your Quality Score, you can concentrate on relevance to the keywords you’re targeting and speed, and you’ll be OK.

All search campaigns are affected by seasonality. It can be linked to the nature of your product (e.g. people are definitely more likely to search and buy a BBQ in summer!) or it can be linked to sales during specific times of the year, such as Christmas, Father’s Day, and Mother’s Day etc.

Here are 6 tips to help you maximise your sales and revenue during these strategic times of the year.

1. Anticipation is the key!

The first thing to do is to understand the user’s behavior over time and identify the where searches spikes. Google Insights for search is a great tool to get a better idea of seasonality for specific terms and products.

Quite importantly too, Google Insights for Search will give you an idea of when the traffic starts increasing as well as the highest peak or spike in searches.

From the graph below, the spike for BBQs is clearly in December. But you’ll also notice the traffic actually starts increasing in September.

My first tip would be to be visible prior the spike and when search volume begins to increase. By doing so, you can optimise your quality score, develop your listings with performing search queries, remove or optimize underperforming  keywords, perfect you creative and finally end up with a kick-ass structure when the spike hits.

2. Work on long tail keywords.

Christmas, Father’s day and other key sale times (think End Of Financial Year) are strategic periods for pretty much ALL online retailers. Generic terms such as “Christmas presents”, “Christmas gifts” or “EOFY Sale” become ultra-competitive and quite expensive, especially as the big day draws nearer! This combined with the generic aspect of these terms tends to impact your performance: lower conversion rate, higher CPA due to a higher CPC and the possibility of plenty of clicks but not highly relevant traffic.

Go specific instead; combine your product listings with “on sale”, “for sale”, “eofy deals” etc.

Also, it is worth bearing in mind that users keep searching on generic queries, even without the sale or time of year aspect in it. You wouldn’t believe it (or maybe you would?), but you will get more impressions for “roses” than “Valentine’s day roses” even in February.

It is worth building specific campaigns or at least specific adgroups to house your seasonal terms – as this means you can monitor them separately, pause and activate them when you need etc. Remember if you do continue to run with other generic terms at the same time, you should also tailor your messaging and landing pages on these listings too.

3. Ad copy benchmark.

Peak seasonality means higher competition. It is the time where you need to promote your most aggressive offers.

Keep in mind that every advertiser on Google will do exactly the same! Even if you think your offer is really competitive, a competitor might have a more compelling or aggressive offer in the end.

It is definitely worth keeping an eye on your competitors and their messaging. If your competitor advertises “70% off” you should maybe consider replacing your “50% off” with a dollar saving e.g. “Save up to $500”. During this time it is worth testing ‘% off’ vs. ‘$ off’ vs. ‘$ savings’ to see what resonates best with your potential customers and optimizing your creative and offer as a result.

4. Ad extensions on the Brand.

Ad extensions commonly named Ad sitelinks are also a great way to generate traffic to your special offers landing page during Christmas or to a specific product with a high seasonality.

If your brand is highly searched on Google, this can give you additional traffic at a very low CPC.

5. Google shopping is a must have.

The recent launch of Google shopping has intensified the competitive environment on Google. Let’s face it: the purchase and price comparison experience is better on Google shopping than paid ads. It’s true, sponsored links are higher ranked and more visible, but the user still has to click on each individual link to find out more about your product. Plus there’s only so much you can say with 95 characters to play with!

If you want to make the most out of the seasonality, it’s time then to consider Google shopping as part of your strategy.

This will also give you the opportunity to enrich your SEM ads with product extensions and improve your visibility on search ads too.

6. Learn from the past.

Your campaign brought in a 1,000,000 sales? Result! Your campaign brought in 1 sale? Oh Dear…

Once the sale or peak time is over, it’s time to get your hands dirty and pull some reports.  Crunch the data and learn from it! Look for what worked and more importantly, what didn’t work. It’s key to identify the areas for improvement and what reasons they might have tanked a little this year.

This will give you valuable learnings for your account: on keywords, creatives and landing page and make you even more ready for next year.

Starting a new campaign build can often be a daunting task with uncertainty about just where to start. To help give you some ideas this blog post will share one of the ways I approach building a new campaign from scratch.

One of my favourite ways to start building a campaign mud map is through the use of the ‘Search Onion’. Not only does it help me illustrate my thoughts, it’s also a great tool for explaining to clients how we go about structuring campaigns and distributing budgets between keyword groups. I find it is most useful in identifying priorities when budgets are particularly stretched.

The ‘Onion’ is not dissimilar to the commonly referenced ‘Search Funnel’. Whilst this is also an excellent way to illustrate keyword importance, I find the ‘Search Onion’ useful in helping clients visualise their search accounts and for initial organisation. It’s also a nice way to illustrate the importance of good structure by dropping in the analogy that if you don’t cut your keywords correctly they can make you cry.

The ‘Search Onion’ works on the premise of 3 primary layers of keyword groupings starting at the core and working out in order of importance.

Layer 1 – Core of the Onion: Brand Terms

Brand terms (including misspellings) are the heart and soul, or in this case the core, of any Paid Search campaign. Due to their high relevancy, lack of competition and qualified nature, Brand terms are typically the most efficient performers in an account, irrespective of objectives. Ideally these terms should be supported to 100% SOV 24hrs a day, 7 days a week.

Layer 2 – Middle Bits: Product/Brand Territory Terms

Surrounding your brand terms are your key product and service terms. These terms include your product or service names, model names/numbers and any key ‘brand territory’ terms that your brand “owns”. For example, in this section a Car Manufacturer would cover off all ‘Model’ terms i.e. Subaru would look to include ‘Liberty’, ‘Outback’, ‘Tribeca’, ‘Impreza’, ‘Forester’, ‘WRX’ and ‘XV’ in this grouping.
These terms should receive as much as investment as possible within the budget scope balanced with the Outer Shell, General Category terms.

Layer 3 – The Outer Shell: General Category Terms

The outer shell is made up of high volume, category terms such as ‘family cars’ or ‘SUV’. These are the terms that sit right at the top of the ‘Search Funnel’ and play an important role in generating brand awareness within the research phase. These terms are generally high volume, highly competitive, expensive and often dismissed as poorly performing due to the reliance on ‘last-click’ attribution models which don’t take ‘assistance’ (i.e. first or second clicked keywords) into account. Developing a specific strategic approach to these terms is vital and could vary dramatically depending on your objectives.

So why is the Onion helpful? It’s a great way to roughly begin structuring a new account and demonstrate initial strategy to clients. The diagrammatic format, usually hand drawn, lends itself to brain storming sessions with clients and makes it easy to identify potential gaps in your structure.

At the end of the day everybody has a different approach to kicking off their campaigns and strategy development. What approach works best for you?