How to Leverage First-Party Data to Boost PPC Performance via @iambenwood
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How to Leverage First-Party Data to Boost PPC Performance
Most experts believe that the future of PPC will revolve around:
PPC practitioners now have a decreasing amount of control over accounts as Google pushes increased use of automation under their Smart Bidding umbrella.
With greater control of PPC accounts now being handed over to machines to manage, the need to incorporate valuable first-party data to feed machine learning has never been greater.
Here we outline how exactly first-party data can be used to power PPC campaigns and improve results.
What is First-Party Data?
First-party data is the data you've collected directly on your own audience. This data is typically collected through marketing activities such as:
The issue with first-party data is that it's often spread across disparate platforms and rarely connected and used as a single source of truth.
For example, a company may collect website user behavior data in a web analytics platform and customer data in a CRM system. Very rarely do companies connect these data sources effectively.
As a first step, integrating your key data sources is necessary if you want to use more of that valuable first-party data for PPC optimization.
Luckily, there are some tried and tested methods of linking up CRM data with Google Analytics before feeding this data back into Google Ads for optimization purposes.
1. Integrate Data Sources with Google Analytics
Google Analytics tracks standard online conversion data by default. However, it does not report on:
The kind of data needed for more accurate PPC decision making includes measures such as:
The idea here is that this data can then be tracked back to a lead that originated from your website.
Most CRM systems will have the ability to add user ID labels, which is the key to fe