In this day and age, when data and analytics have an increasing influence over organizational decision-making, there’s no excuse for being in the dark on who your target audience is and what exactly they want.
The growth of technology over the last decade has empowered marketers to collect and leverage massive amounts of data across the varying stages of their buying cycle.
The times of blanket mass broadcasting have long disappeared. Sophisticated tools are now paving the way for marketers to reach wide audiences with pinpoint precision.
You no longer have to guess the demographics of your audience. Instead, you can build accurate and relevant strategies just by following the trends found in your data.
Of course, being data-driven is much trickier than it would appear. Many companies claim to have data at the forefront of their decisions, but the reality is much different.
Marketing departments often fall short in this area because it’s hard to find experts in the fields of predictive analytics and amplification. It’s a challenge to unify internal factions and automate without any human touch.
Ultimately, only a handful of businesses have the conviction to rely on statistical insights to drive the composition of their campaigns.
The question that arises, then, is how does one become truly data-driven?
Leveraging Data-Driven Insights from Paid Search
Let’s begin with the actual gathering of data and the most direct place for that to come from.
The definition of data-driven marketing refers to the construction of strategies based on information that is compiled from consumer interactions and engagements online.
While there are many channels and opportunities in which marketers can collect big data, search engine marketing is the most effective.
Just consider that every click on a paid ad and subsequent conversion has elements across the entire journey that can be tracked and reported on.
You can translate these learnings and correlations into other marketing campaigns. Why wouldn’t messaging that drives conversions on SEM resonate with your consumers elsewhere?
That’s a hypothetical question.
The answer is that they will. You have valuable data on your consumer preferences:
- Searching habits.
- Pain points.
You could predict future behaviors and deliver omnichannel personalization at scale. This will ensure you cut through all the noise and clutter and stand out from your competition.
Increased engagement and more actions will help you reach your business goals.
Read more below to learn about a few areas in which you could integrate paid search insights.