Google Adwords can be overwhelming. Adwords scores are constantly changing, enhanced Adwords campaigns have been introduced, and Adwords campaigns can be linked to Google+ pages. All Adwords applications listed are meant to drive site traffic. Nothing is wrong with driving quality traffic to your site. However, one of the most important functions Google Adwords has to offer is often overlooked.
The value of big data in PPC campaigns
One of the most important uses for Google Adwords is the rare opportunity to study user behavior by ad splitting. Instead of using a keyword that best describes your brand’s overall niche, itemize the products or services you provide to see what your customers are most interested in. For example, a brand that sells home décor items could assign different ads to different items or groups of items sold. Instead of using “home decorating” as a keyword, the brand could have several different Adwords campaigns to find out what items attract customers most, such as:
- “Patio furniture”
- “Scented candles”
Local marketing experts know the importance of gathering big data. By launching several Adwords campaigns, you can have the rare opportunity to see what your customers are really interested in.
A new approach to market research
Surveys can be unreliable. Customers taking a specific survey for a fiscal incentive might not care about providing the most accurate feedback. Or, customers might be hesitant to provide negative feedback. Focus groups can be poorly run, and subjective inferences are typically drawn from the data gathered. User data on PPC ads cannot lie. Granted there is always some margin of error (e.g. a few users might have accidentally clicked on an ad), data gathered from PPC campaigns can help you make a good business great. Rather than guessing what new thing your audience will love, let them tell you by clicking on any given ad.
Other benefits of splitting ads
An obvious benefit of Adwords campaign is increased, relevant site traffic. Splitting ads can promote relevancy for site visitors and promote sales. This new method of market research can also give you the data you need to focus on the product line that customers are most interested in.
The bottom line
Having a near-perfect Adwords score is great, but never forget to focus on the bigger picture. Consult with local marketing experts to get the most out of your Adwords campaign. Instead of improving your Adwords score, improve your overall business strategy and boost ROI.