With so many people using Google and Bing, the data that comes from users is extraordinary. Nowadays, the inclusion of social medias like Facebook, Instagram, Linkedin, YouTube and Twitter are adding more data. All these apps and search engines have a tracking pixel that follows you around and that data is later analyzed in order to create digital marketing campaigns. Data analytics is useful for analyzing large sets of raw data to make a conclusion about your information. In this case, data analytics is analyzing your demographics, location, and buying interest to make a digital marketing campaign. These digital marketing campaigns can be found anywhere above the organic results on Google and Bing. They can appear anywhere on Your Facebook, Instagram, Linkedin and Twitter feeds. In this article, we will go over the best ways to use data analytics to create digital marketing campaigns.
Data Analytics and Digital Marketing Campaigns on Google
There are many digital marketing campaigns that you can create on Google with the help from data analytics. Based on SEMrush data, Google is estimated to have around 3.5 billion unique visitors in the US. With all the people in the United States using Google as their #1 search engine, Google has a lot of data on each person. That’s why creating digital marketing campaigns on Google is so lucrative because its easier to use data analytics to target your audience. There are about 9 Google campaign types to choose from and we will cover how data analytics is useful for creating these campaigns.
Google Search Campaigns
Let’s start with a simple sales responsive PPC search campaigns. These ads can appear anywhere above the organic results or at the bottom of the search engine result page. For example, if we type “men’s sneakers on sale” then we got results from Nike and Nordstrom Rack. Below is a picture of the search campaigns:
The following results are shown because the phrase or exact match keywords were included in the data analytics. Without inserting these keywords in their respected ad groups, the following results would not show up. After clicking an ad and landing on a page, the data is collected such as clicks, interactions, bounce rate, sales, revenue, and much more. When you leave the page, the pixel follows you anywhere from 7 to 30 days. When you do come back and make a purchase then that digital marketing campaign has a conversion. After this search campaign runs for some time, then digital marketers can create an auction insights report.
With this auction report, you can find out 6 different statistics such as impression share and top of page rate. Impression share is the percentage of impressions that your ads receive compared to the total number of impressions that you ads could get. Top of page rate tells you how often your ad was shows at the top of the page, above the unpaid search results. All of these important data results are helpful for creating informative data analytics decisions to create search campaigns and make improvements in order for them to be higher for impression share and top of page rate.
Google Display Campaigns
These types of campaigns are used for the Google display network. Google display network covers millions of websites, apps, and Google properties (such as YouTube and Gmail). Display campaigns use responsive display ads which are adjustable to their size, appearance, and format. As a result, they can fit at any available ad space and improve performance. For display ads, Google has a large collection of data from its search and display networks. For instance can use audience segments to target people who are interested in categories like advertising & marketing services and sales and marketing jobs.
These types of in market segments are people who are actively researching and planning. Additionally, you can narrow your target by demographics such as age, gender, and household income. Next you can target your ads by finding relevant keywords using your own website or a competitor website. As you can see, data analytics can be useful for setting up successful display ads that will notably reach your audience by many ways thanks to data.
Google Performance Max and Shopping Campaigns
Performance max campaigns combine all Google ads channels with a single campaign. For example, let’s say you want to expand your search campaign by including display, YouTube, search, discover, Gmail, and Maps. Performance max campaigns uses Google machine learning to find potential customers for your goals and serve the most optimal ad to maximize campaign performance. On top of that, performance max campaigns can be used for shopping campaigns.
Shopping campaigns are typically found above the paid search campaign on Google. You have probably seen them as they appear on your google search results. To give a visual representation of what Google shopping campaigns look like, there is an image right below.
To start shopping campaigns, you need to set up Google Merchant Center which you can list your products across Google for free listings and paid advertising. Migrating your product feed can be done with a schedule fetch or 4 other ways. With a schedule fetch method, GMC automatically uploads your products from your website on a schedule. The data that you collect are revenue, sales, clicks, impressions, CPA, ROAS and many other KPIs that help you with campaign performance. In Google Ads and GMC, you can find products that are selling at a higher conversion rate and ROAS.
Video Campaigns
Google owns YouTube so the amount of data is substantial since the social media has over 2.70 billion active users as of 2023. Now the data that you collect from your video campaigns may look a little different from your traditional campaigns. Depending on the setup, video campaigns are either cost per click (CPC) or cost per view (CPV). The most important KPIs are conversions, view-through conversions and click-through rate (CTR).
Creating a video ads campaign starts with selecting campaign subtypes. Depending on your goals and objectives, your can choose custom video campaign, target frequency, or any one of the 6 that are included in the subtypes. Once you get to ad groups, you get to choose your demographics and audience and the keywords, topics, and placements you want your ads to show. With this digital marketing campaign, you would need a video to start.
Facebook and Instagram Marketing Campaigns
Facebook and Instagram are two of the most popular social medias around. For good reason, they have lots of data on you because these third party apps use pixel tracking. With pixel tracking, Facebook and Instagram collect data on your interactions across the internet. As a result, the data analysis created by digital marketing professionals will help setup campaigns that are relevant to you. Both social medias use clicks, impressions, conversions, CPAs, ROAS, CTRs, and any other important KPIs that are similar to Google.
However, Apple IOS 14 update made a huge dent to Facebook and Instagram’s advertising efforts. Apple set limitations on 3rd party apps to track you across the internet and now people are starting to block Facebook, Instagram and any other 3rd part app. As it turns out, the intention for Apple is to protect privacy for many Americans. On the other hand, digital marketers are having a dilemma with setting up campaigns on these social medias. Since Apple has a robust following and many people use their Apple products, digital marketers are using Google and Bing Ads more.
Marketing Campaigns and Data Analysis
Digital marketing has a working relationship with data analysis because without it it’s hard to create campaigns. For every ad that is served to you, ask yourself the following question. Is the ad relevant to me? If it is then the marketing agency or the person who works on Google or Paid Social Ads are good at their job. However, if the ad is not relevant to you then you can easily block that ad from showing up again.
The public has this perception that Facebook or Google are violating their right with collecting data. On the other hand, when you use these platforms, you have to trust them that your data is under protection. If you’re looking to setup digital marketing campaigns but you don’t know where to start then consider booking a call with us.
