Looking at data is a powerful way to take wiser decisions. Even experienced marketers sometimes fall victims of false assumptions and conservative approach. The more analytical approach to PPC I adopt the clearer I get to see through the eyes of the customer. Data, when used well can draw a very precise picture of your target audience.

One technique I recently adopted is to access big data from the Search term report to find out a simulated cost per conversion for different combinations of words in a broad match keyword.

1. Navigate to your campaigns and choose ALL, including removed and paused campaigns for a long enough period. It depends on your business history, but one year is usually enough.
2. Go to Keywords, select ALL and access the Search Terms report. To perform this task, I would advise you to use the old interface.
3. Create a filter of search terms combination of your choice. Start by using the obvious combinations and then the more you consider the report the more other ideas you will get.
4. Carefully map keyword combinations with big volume. The number of conversions and average cost per conversion for the filtered search terms will give you an idea of the yearly impact of having this word combination in a broad match modified version.

Going through this information helped me understand how people find my ads, what their search patterns are. I also realised I can benefit from using long tail keywords by getting a lower price than the shorter, more generic combiations.  In many cases the results were not obvious. I would see a very relevant combinations of search terms with extremely high cost per conversion and low volume and the opposite just by changing one of the terms in the tail.

The Search terms report helped me spotting more and more interesting trends. It made me think very differently about the way customers find the business and their actual needs.

When you begin marketing a new product you would start with a fictional persona based on some research. Later you must always revise this persona and make sure it represents the reality. The only way to access the reality is through data. Basing your decision on numbers is a sure way to optimise your marketing performance and concentrate on the needs of your customer.