A company’s PPC performance can be evaluated by many different factors. E-commerce sites evaluate performance by revenue or profit; service companies evaluate the performance of lead generation; financial institutions measure performance based on new customer acquisition and revenue generated from loans and services. Regardless of what the outcomes are, these key performance indicators, or KPIs, need to be brought into your SEM solution. This “capturing” of KPI data sources and customer journey data dwells in the world of Data Integrations, one of the most valuable opportunities to optimize paid search.
Many different tools are used for gathering performance metrics that are important to an organization’s overall business goals: Google Analytics, publisher pixels, call analytics, and CRMs or data warehouses are common tools used to do this. These metrics are vital for measuring the overall performance of the company in the search engine marketing space. In order to effectively grow the business and increase the KPIs, these sources will need to be unified, integrated, and made actionable.
In this article, we use our own solution as the exemplar to discuss the myriad benefits of thorough data integrations to search advertisers.
Using your source of truth for PPC performance
Why should your sources of truth be integrated? Good question. For one thing, it’s easy to see the performance of your business by viewing reports on one platform. More importantly, though, they are used by QuanticMind to generate an optimal bidding strategy to increase performance. By having the right sources of truth integrated, QuanticMind will bid with unique accuracy to drive performance improvements based on an advertiser’s goals and needs. Without these metrics, optimal bids will not be calculated using the advertiser’s sources of truth and will not be mapped to the publisher’s cost side data. Essentially, it will be the same as bidding manually.
For the most basic optimization strategies, manual bidding can be used to generally increase or decrease cost for search, shopping, and display. However, the performance indicators are not taken into account at the individual keyword level. This is the inefficiency of manual bidding: generic bids are placed in the hope that performance will increase.
QuanticMind has a highly complex performance-based algorithm with a team of dedicated data scientists and analysts who constantly tweak and enhance the capabilities of the platform. The algorithm works by taking all sources of truth and optimizing bid adjustments at scale and automatically calculate the most efficient cost. Manual bidding, on the contrary, does not effectively map cost and KPIs.
Unlike the majority of fellow PPC bidding tools, QuanticMind integrates sources of data to the most granular level possible. Without proper integration, many factors will not be taken into account for bidding. Location, device, network, and time of day are used for bidding to fully optimize the advertiser’s program. QuanticMind offers this level of in-depth data that no other tool can. This is why the right sources of truth need to be integrated.
What data sources does QuanticMind work with?
QuanticMind can integrate with various sources of data. These include, but are not limited to, publisher pixels, Google Analytics, CRMs / data warehouses, and call intelligence. QuanticMind also offers its own pixel that captures the entire customer journey.
CRMs such as Adobe and Salesforce are used to tie online click attributes to offline generated internal KPIs. QuanticMind will integrate all click attributes and KPIs. Data is integrated by SFTP and uploaded by a daily feed. Intra-day data warehouse reports can also be sent for mid-day performance reporting. Unlike our competitors, QuanticMind integrates the most granular level data possible from CRMs.
For e-commerce companies specifically, we know that Publisher pixels and Google Analytics are a common source of truth. As in all other areas, the dimensions that QuanticMind can tie these to are far deeper than other SEM optimization tools. Although publisher pixels are what track the majority of performance numbers for e-commerce sites, they only track one piece of the puzzle. This is where QuanticMind can come in and integrate other key performance indicators, such as the cost of goods sold or the call center costs associated with the sale.
The QuanticMind pixel behaves a lot like publisher pixels but with a lot more data points, capturing the entire consumer journey. Essentially, it tracks every step from the ad click to the final conversion event, and this journey is used by the algorithm to determine what funnels will lead to the most profitable performance. QuanticMind can further tie offline KPIs back to the QuanticMind pixel that captured the publisher dimensions. The QuanticMind pixel can capture a unique ID that will also be the same unique ID used in offline CRM data and used to map offline KPIs back to the initial click. QuanticMind displays these offline metrics in parallel to online conversions.
Integrating Call Intelligence is important for companies that generate leads, for instance a home contracting service or healthcare insurance. A large portion of business for such companies comes through call centers. QuanticMind seamlessly integrates with a great many call intelligence platforms like DialogTech, Marchex, and Invoca, helping to tie leads to an individual user and map it to location, keyword, device, and all other dimensions that can be captured by ValueTrack track parameters. Similar SEM software companies integrate the bare minimum when pulling in call intelligence data.
To recap, integration is important for a couple of primary reasons. One, you will be able to see all sources of truth in a single platform tied to cost side publisher data. Second, these KPIs are used by QuanticMind for bid optimization. Our algorithm uses all data points, KPIs, metrics, cost and publisher dimensions to calculate the optimal bid. This goes beyond any manual bidding and other SEM bidding tools, which use fewer data points when calculating bids. With superior integration techniques and a top of the line algorithm, QuanticMind outperforms all others in the space.
QuanticMind continues to enhance its integration processes. The integration continues to become more sophisticated and more efficient with easy onboarding. With the right integration, your business goals can be easily achieved and your program can be optimized to peak PPC performance.