Use Customer Search Data to Better PPC campaign

PPC campaign is a great way to attract crowds of prospective purchasers to your website. The paid search when placed in strategic searches can fetch great rewards for the company. But recent statistics suggest that even experienced PPC campaign builders are not able to fully utilize the potential of PPC. As a SEO professional you would be inclined to opt for product related keywords all through the campaign. It is logical, that your company website should come up when a person for any product available at your website. But the tale of searching habits suggests an entirely different picture. People do not always end up buying the same product they had searched for. They may buy something close to the searched result. This leads to cross sell. If you have your eyes open and search through the customer search data then such trends can be completely utilized.

An analysis of search results for the past few months at one reputed e-commerce store suggests that some people bought smartphones after searching for digital camera. How come? This is not an abnormality; this is rather a trend that has gone unutilized so far. There are least people searching for products on the Internet with a fixed mind. There are so many options in the online stores that often surfers would look around and buy an entirely separate product. Search engine statistics suggest that less than 50% of surfers know exactly what they are looking for. They read through the pages of a website and fix their mind while going through. In Google the exact search and buy percentage is less than 3%. This is an astounding figure given the latest feature of matching search algorithms released by Google.

What these facts mean is: you have to pay close attention to the relationship between different categories or sub-categories of products present in your website. You should track how people are ending up buying an item. If you find there are some popular cross sell terms, then build your PPC campaign around them. Customer data will make your PPC campaign more effective.