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How Data Science Can Improve PPC Performance

Altitude Digital
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26Sep

2020

As automation and machine learning becomes more prominent in the digital marketing sphere, a way to analyse all the data we obtained is a must. The analysis is done by data by converting notions into tangible data.

One data science term you may have heard is big data. Big data refers to complex, large data sets that are used to identify patterns and trends to help businesses make more personalised choices for their buyers.

In PPC (pay-per-click) advertising, that kind of sway will work wonders for optimising budget use, improving the click-through rate and overall performance.

In this article, we will go over the concept of data science as well as its importance and how it helps PPC.

What Is Data Science?

Data science is the study of data through different scientific algorithms and processes to determine insights. As we have covered, big data plays a large role in revealing the effectiveness of data science and techniques such as automation and machine learning are just as essential.

Why Is It So Important?

In short, data science resolves issues. Before technology advanced to where it is today, some decisions had to be made according to past trends and best guesses. Unsurprisingly, that did not always succeed and resulted in lost business and revenue. Today, we have data science to identify trends and anomalies to assist in the saving of millions as well as allow companies to improve customer service and relationships.

For example, let’s consider how Netflix uses insights to produce original content and personalise recommendations. Big data was used to understand its users as well as their likes and dislikes.

How Can Data Science Help PPC?

Whether you use Google Ads or alternative PPC platforms, automation is in the lead. The catch is that you first need to understand what to automate and why. This is where data science comes in.

Additional benefits of data science in PPC:

  • It identifies outliers in clicks and impressions to confirm if significant changes are seasonal or something else.
  • It modifies PPC campaigns aligned to target audiences and when active.
  • Understanding buyer preferences.
  • Detailed analysis of ad copy.
  • It optimises and creating remarketing lists.
  • It identifies unique traffic.
  • It creates improved split tests.

To conclude, using data science in PPC can solve ongoing problems that are dependent on your campaigns. Thanks to data science, there is no need for guesswork as you have the data right in front of you. All you need is a way to interpret what you see, discover trends and improve performance – that is where data science shines.

Get in touch with Altitude Digital today to learn more about PPC techniques and how they can help with business success direct from a professional local digital agency in Sydney.

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