TLDR: PPC is rarely a standalone channel. See how we can analyse Google Ads data to identify trends & added value from other marketing channels.

You can use data from your PPC campaigns to identify value from marketing activity that is typically harder to track. Including:

  • TV Ads
  • Radio Ads
  • PR Releases
  • Print Advertising
  • Other “Burst” Online Marketing activity
    • YouTube video/Facebook/Twitter etc

Brand Search Spikes

  • For TV advertising, you can compare your brand search volume during the times the TV ad was shown. A detailed ad placement report is required here.
  • In your Brand Exact AdWords campaign, pull a “By Hour & Day” report and layer on when your TV ads were scheduled. i.e:

Brand-Search-Volume-to-TV

  • TV spots 1, 4 and 6 proved most effective using the example above. We can dive deeper into the data, for even more valuable insights:
    • Which TV Channels performed best?
    • Are there any TV programmes that consistently lead to Brand uplifts?
    • Do TV ad runs at certain times of the day lead to larger search uplifts than others?
  • By feeding back on the above info, planning your brand’s next TV campaign will be a lot more informed.

Demographic Deep Dive

  • Use demographic data within AdWords/Analytics to monitor if there has been a change in the type of users that are searching before/after the other advertising activity. i.e. for radio:

Radio-Ads-Impact-On-AdWords-Brand

  • It has encouraged more male users to the site, as well as a younger demographic. This can be used to highlight creative/placement improvements to better resonate with your brand’s intended audience.

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