Learn how to improve PPC performance by incorporating first-party data to influence bids, audience targeting, and more. Here are three practical ways to incorporate first-party data throughout your campaign to generate better profits from your PPC investment.
The most valuable data available to any company is the data collected from their audience. First-party data is collected through analytics platforms, subscriptions, sales data, incoming Cork E-Bikes Zone data, resource downloads, and more.
In-house data has GDPR limitations, but PPC marketers also need to have sufficient data available to reach the statistical significance of their decisions. This can be a challenge for companies that are just starting out.
There are various ways to use first-party data to enable smarter PPC decisions. In this post, we've focused on three broad use cases where you need to use first-party data to improve your revenue from PPC activity.
Data source identification and integration of multiple platforms
Integrating data can be a big task. Often, your data is spread across multiple CRM systems, offline spreadsheets, and email platforms rather than in one place. This makes it difficult to use the data because it may have duplicates or outdated data from different sources.
Data integration is an important first step in using first-party data for PPC optimization. The source of online performance data for most companies is Google Analytics. This is a recommended tool to use as a first step to integrate with other first party data sources.
By default, Google Analytics already collects a large amount of useful marketing data, but what's missing is "converted " data. Analytics shows the total number of conversions based on the number of website users who filled out the form or completed the action on the website, but the sales team does not report the amount of website leads that resulted in conversions.
This is where the integration of CRM and Google Analytics comes in handy. This allows you to return the following data back to Google Analytics.
The actual sales amount of conversions passed to CRM
Lead score based on CRM activity
CRM Opportunity Created
Sales conversion rate
Much of this data can be manually pushed back to Google Analytics via the measurement protocol, but offline conversions are returned as new users, which artificially increases the number of sessions.
This post cannot cover all integration scenarios as each CRM requires a different approach. However, as the market for data connector tools available to make this process relatively easy is expanding, we recommend searching for " CRM + Google Analytics Connector" on Google.
One such tool is the GA connector, which works with the most popular CRM systems such as Salesforce and Hubspot. This allows marketers to bring CRM data from CRM into Google Analytics with little manual intervention.