How Data Aggregation Can Help You Compete with Google

‍

As PPC evolves, success will depend more and more on robust data. Google has a huge advantage here with billions of search queries and users' digital footprints. But as investors, we can level the playing field by aggregating data across clients. Here’s why this strategy is critical for competing with Google's algorithms in the future:

‍

Google Can't See Your Offline Conversions

‍

The #1 signal Google needs is which clicks actually drive conversions. Without conversion data, their auto-bids won't optimize well.

‍

Google sees the online conversion data from your website. But they don’t have visibility into your offline conversions like signed contracts.

‍

By bringing data together from across your portfolio, you can connect the dots on a bigger scale. This full-funnel view lets you continually refine targeting and improve ROI.

‍

More Data Means More Accurate Bids

‍

Next, scale equals greater accuracy. The more historical conversions you can feed back to the algorithm, the better it can predict future performance.

‍

Individually, each of your clients may not have enough data for robust auto-bidding. But by combining datasets, you create a large foundation for the algorithm to learn from. This results in more automated bids that truly optimize your costs.

‍

Shared Data Protects Your Accounts

‍

Finally, aggregating data also helps safeguard your accounts. If you rely solely on the limited data within one client's account, it's risky. If they pause spend, that campaign will struggle to re-learn.

‍

But with shared data across many advertisers, you hedge this risk. Your bids stay stable even if an individual advertiser scales back.

‍

While Google may seem unbeatable, remember they don’t have your proprietary conversion data. By pooling datasets across clients, investors can leverage this advantage to stay competitive in PPC as its landscape changes.

‍