from the blog.


Use data as your eyes, not your brain, on your Search Marketing strategy.

One of the most useful pieces of advice from the book “Clout: The Art and Science of Influential Web Content,” by Colleen Jones, is this one: Data is your eyes, not your brain. When it comes to Search Marketing, when the data you see in Google Ads will help you define where and how your money will be spent, this motto is a reminder that data-driven decisions require a lot of strategic thinking.

Our job as marketers is to use data to get the complete picture before making a decision. Only when you see a situation from all different angles, then you can decide whether it’s the way you want it  to be. One primary example from search: there is no point in analyzing the click-through rate (CTR) if you don’t consider the number of impressions as well. After all, an ad with two impressions and one click will have a CTR of 50%, but how relevant is this data for you? 

Stay in control of your data and your resulting decisions by cross-referencing contexts and looking for trends. Get a solid understanding of all the possibilities data is showing you about your user, your keywords, search intent, your biddings. For instance, what keywords are generating most clicks? And what keywords are eating away your budget? How many intersections can you find in that group? What is their bounce rate? How much time the users searching these keywords are spending on your website? How is your search impression share for them? If you pause the top keywords with a high volume of search, will that mean that long-tail keywords can use your budget more efficiently? 

Just remember: you — and not data — are the one making the (data-driven) decisions.

You may also like


How to pitch Search Marketing services

Imagine you need to do an elevator pitch to sell your Google Ads management service for a potential client. What would you tell them? Here are three tips to consider for your Search Marketing pitch. […]


How to do Search Marketing with the end in mind

There is a concept from marketing research that can be extremely useful for search marketing strategy: design with the end in mind. This concept is a way of approaching research planning and research design decisions […]

Five points to consider for a Search marketing plan

The positive impact that Search Marketing can have for a business is vast but not intuitively understood. Most clients are completely unaware of Paid Search, local SEO, and their benefits. Keywords are not the theme […]

Leave a Reply

Your email address will not be published. Required fields are marked *