Given the modern data environment, improving your PPC results will increasingly rely on processing quality data. Going from good to great PPC performance involves collecting and processing bigger data sets and using machine learning to find and select the best bids. But, despite what you may fear, humans are an integral part of this process as well. Machines can’t do it alone.
You’re a talented search marketer, but you want to constantly improve, grow, and stay sharp on the latest techniques in digital marketing. Whether you’re the hands-on owner of a SEM program day-to-day, or you’ve stepped away to think more broadly about your digital acquisition strategy, the goal is still the same: turn your PPC channel into an efficient and predictable revenue driver.
But, once you’ve started hitting the ceiling, it’s time to put more of your data to work.
Collecting More Data from PPC
I’m going to assume you’re a pretty advanced search marketer, so you’ve got your ducks in a row regarding your program structure. This means you probably have strong campaign build-out, highly relevant ad groups matched with ad copy and keywords that are tested, kept clean, and aligned with a good landing page experience.
You’re also probably driving some significant volume. If PPC is a truly pivotal channel–generating forty, sixty, or eighty percent of your revenue–you’re willing to spend a lot with search engines. Lots of dollars leading to lots of clicks and revenue.
When you’re spending tens of thousands (or hundreds of thousands) of budget dollars on search engine marketing, you earn a valuable byproduct: data.
This data is a gold mine! Every click results in some set of actions on your website and some get further down the path towards revenue than others. Beyond that, every click is not only attributed to the keyword, ad, ad group, and campaign, but also to all sorts of attributes and dimensions that provide details about demographics, geographies, and habits.
The intricate customer journeys of the modern era make a “Conversion” in Google Ads worth less – and your own ability to track the path to revenue so much more meaningful. Your data tells a better story, you just need to capture it, unify it, and process it.
You’re a talented search marketer, but you want to constantly improve, grow, and stay sharp on the latest techniques in digital marketing. Whether you’re the hands-on owner of a SEM program day-to-day, or you’ve stepped away to think more broadly about your digital acquisition strategy, the goal is still the same: turn your PPC channel into an efficient and predictable revenue driver.
But, once you’ve started hitting the ceiling, it’s time to put more of your data to work.
Collecting More Data from PPC
I’m going to assume you’re a pretty advanced search marketer, so you’ve got your ducks in a row regarding your program structure. This means you probably have strong campaign build-out, highly relevant ad groups matched with ad copy and keywords that are tested, kept clean, and aligned with a good landing page experience.
You’re also probably driving some significant volume. If PPC is a truly pivotal channel–generating forty, sixty, or eighty percent of your revenue–you’re willing to spend a lot with search engines. Lots of dollars leading to lots of clicks and revenue.
When you’re spending tens of thousands (or hundreds of thousands) of budget dollars on search engine marketing, you earn a valuable byproduct: data.
This data is a gold mine! Every click results in some set of actions on your website and some get further down the path towards revenue than others. Beyond that, every click is not only attributed to the keyword, ad, ad group, and campaign, but also to all sorts of attributes and dimensions that provide details about demographics, geographies, and habits.
The intricate customer journeys of the modern era make a “Conversion” in Google Ads worth less – and your own ability to track the path to revenue so much more meaningful. Your data tells a better story, you just need to capture it, unify it, and process it.
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