23 February 2022
It’s 2022 and data is king. In the midst of the information age, we have access to insights that have given us more knowledge than any other generation in history. But as with any movement that has the power to influence modern life, to harness its true value, you have to first gather and understand.
With the latest 2022 predictions stating that Paid Advertisements have a 200% ROI, it’s no surprise that brands (big and small) are charging into the realm of PPC. Whether it be brand awareness campaigns, shopping campaigns, engagement or video views and clicks; PPC can transform digital performance and increase conversions across the board.
The biggest value of PPC Advertising is the data it generates and allows you to feed back into your digital strategy. With the likes of Google Analytics and Google Data Studio, Google Ads data can allow you to break down your buyers / audience into the most granular of details, ensuring you can always optimise PPC activity for the right conversions. And not basing this activity off assumption, but cold hard facts. Data is evidence that can allow you to make measured and informed decisions for your business.
We like to think of data led PPC Advertising like baking with psychic abilities. You’ll know the ingredients needed to make a great cake, and knowing those ingredients work, you’ll know at the end you’re going to have the perfect cake baked to perfection. Data is the ingredients, and data analysis is the psychic ability’s part. I’m writing this while hungry, but you get the point. Data removes risk and uncertainty from paid campaigns, and whether your budget is large or small, removing risk from anything is of huge value.
The reality with paid campaigns is, even if worst case scenario the campaign isn’t a success in terms of conversions or goals set out – the data you capture during that campaign on your audiences, revenue generating products, landing pages, sources of traffic, etc will always be of value.
So, what are the most valuable areas of PPC data generation?
Without data on these key areas – and there are many more! – it can be impossible to know how best to approach your bidding strategies. And what is PPC without bidding strategies?! With regular reporting and data analysis, it really can be the difference between a successful presence and a viral campaign. So, our advice is:
So, is the devil really in the detail? The jury is still out on the devil part, but what truly is in the data – in our experience - is PPC success.
A great example of how best to take a data led approach to PPC campaigns, is our work with Total Hockey. The retail sporting brand who achieved their biggest day of online sales in brand history at the hands of Loud Mouth Media. See the full expose, here.
Loud Mouth Media are a multi-award winning digital performance agency with offices in Belfast, Glasgow, London and Dublin. Specialising in PPC, SEO, Paid Social, Performance Creative and Ecommerce; our team of experts can help you transform your digital presence.