PPC Live #10 (Brighton): Data as the Foundation: Powering AI in PPC, Real-Time Decision Making in Retail, The AI Renaissance of Search
- Anu Adegbola
- May 15, 2024
- 2 min read
Table of Contents
Watch the fantastic talks given on Data as the foundation,The Power of Real-Time Decision Making in Retail, The AI Renaissance of Search in Brighton
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Top tips:
“In the majority of cases, PPC teams aren’t data driven, so much as they’re using data to tell the story they want to tell rather than chasing the data to see what the story actually is”
Adding data like number of hours you are working on a client, how many tasks you are doing, revenue being generated and more on a client report allows you to see which clients are being the most profitable for your time
Tracking calls needs more that just the number of calls each campaign generates – it also needs the length of call time to give a more qualitative result
Google Ads conversion data is not enough
Top tips:
Google Ads is not specifically built for retail. So it doesn’t have all the functionalities you need
Real time pricing is important to ensure consumers don’t get the wrong pricing, especially when there is a sale or when the sale ends.
Optimise paid listings based on organic data
Add business and market data to your real-time bidding approach
Top Tips:
Don’t restrict AI so much
Do use Broad match (but also do a lot of search query analysis)
There are a lot more options for campaign types
There are gold nuggets to be found by using Microsoft ads
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