While there are numerous blog posts listed among the top search results for this keyword, the highlighted results are landing pages. As a result, it’s obvious that this type of content can help you rank.
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Google wants to make managing PPC campaigns easier, and thus takes away the responsibility for bid management and keyword management.
This is how Google manages campaigns for Smart Bidding and Smart Shopping – through machine learning.
Additionally, Smart Shopping ensures that Google remains a mystery to marketers.
However, if you have a better understanding of the black box’s inputs and outputs, you can tinker with the input more effectively to influence the result positively.
Google itself provides additional options for feeding the algorithm, such as the ability to send (receive) Customer Match or conversion data (Enhanced Conversions and Conversion Value Rules). There are additional opportunities to positively impact the black box by utilizing your input.
In this article, we’ll discuss how you can use combined insights from various types of data to better align your business objectives.
Data Science’s Unprecedented Importance
Prior to gaining insights, it is necessary to understand the distinctions between various types of data.
Google Data: Information that you obtain from Google
Although Google discloses less data than ever before, there is still a wealth of useful information available. Consider conversions, costs, and impressions.
Company Data: Information about your business that identifies the key performance indicators (KPIs) or factors on which you place a premium.
Company data is information that you have collected on your own. Consider margin insights, stock data, and various types of customer data.
Competition Information: Information about what is occurring in your market.
The third source of data is information about the market in which you operate.
- Are you a step ahead or a step behind your competition?
- How much do your competitors charge and what products do they sell?
- Which keywords rank for them that you do not?
- Now, let us take the next step toward insight.