Search data provides very strong signals of intent, making it extremely effective at identifying and targeting in-market prospects. But that’s just the beginning.
Have you ever analyzed search data before? We do it all the time, and the breadth and depth of insight never ceases to amaze us (huge data marketing nerds over here).
That’s why Magnetic analyzes search data throughout each campaign. We use our proprietary keyword database to generate rich “Audience Reports” that outline the keyword categories, sub-categories, and brand terms that your audience is searching for as they browse the web. By analyzing these reports, we continuously identify opportunities to improve our clients’ business performance. This data-driven audience insight informs in-flight campaign optimizations, strategic media recommendations, and uncovers various marketing opportunities beyond the media buy.
Our client examples could fill a book. But you signed up for a blog post, so let’s focus on turnkey implications to your media buys.
Using Audience Reports to Improve Your Segmentation Strategy
Audience Reports tell you a lot about the people that visit your site and engage with your ads. These audience learnings can be used to improve your segmentation strategy.
Audience Reports uncover potential segments that advertisers had not considered before. For example, we recently worked with a Travel brand that identified its target audience as Adults, 30-65 years old, with a high household income. Magnetic ran a Search and Site Retargeting campaign to convert this audience. We analyzed search behavior in-flight and identified two new prospective audience segments:
So, what can our Travel client do with this insight?
Magnetic recommended adding Young Parents and Business Traveler segments in-flight to improve campaign performance.
Audience Reports help identify small tweaks that go a long way. A great example is competitive conquesting. Our reports outline the brands your audience is searching across the web, including competitive brand searches. When we analyzed search behavior for the same Travel client, we found their audience was shopping around quite a bit: site visitors were 9-22x more likely to search for the brand’s primary competitors.
So, what does this mean for our Travel client?
Magnetic recommended adding cross-searched competitor brands to keyword segments so the advertiser could conquest competitive searches and win the conversions. Like we said before, the business implications of Audience Reports can fill a book. These are just 2 examples of how insight from search behavior informed Search and Site Retargeting campaigns. But this data has far-reaching implications for – and beyond – the media buy.
* Magnetic’s total user pool
Magnetic is a digital marketing and artificial intelligence company. We use machine learning and AI to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of 320 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant and profitable campaigns for our clients.