SEO & SEM Data Science Digital Marketing Interviews Value Interview: “Metrics are the essence of Google Ads to visualize our success” by Vera Sala (Cyberclick)

We continue with our series of Digital Marketing weekly interviews. This time we have Vera Sala, SEM and Data Science expert at Cyberclick, to talk to us about trends in Google Ads and data science. She is one of the luxury speakers we will have at Smartketing on May 29 in Barcelona.

You can watch the full interview with Vera Sala in this video.

What do you think will be the trends in Google Ads for 2019?

Ads will become more and more relevant to users. Users are increasingly demanding and want to find quick and useful information, and Google Ads is therefore moving in this direction. In addition, ads will increasingly contain more information, in terms of text and with a broader use of extensions, which will allow users to find information more quickly.

Another is the connection between the online and offline worlds. We are very afghanistan consumer mobile number list used to using our smartphones to investigate the real world. To do this, Google provides us with options such as call or location extensions and local ads on Google Maps. It also provides us with a whole set of metrics related to local conversions and conversions in physical stores.

Smart campaigns are another new feature. Google now offers us automatic features and smart campaigns, which use the machine learning algorithm to know when to show a certain ad, in what format and for what type of user.

What advice would you give us to define a good keyword strategy?

The first thing to do is to work on the quality score . When a user performs a search related to our business, we want them to see an ad with relevant text that invites them to click. On the other hand, when the user reaches our landing page, we must ensure that it contains useful, relevant, interesting content with good functionality. All of this will ensure that the consumer has a good experience and builds a positive opinion of the brand.

It is important to compare ourselves with our competitors. Google Ads offers us many metrics that allow us to monitor the performance of our campaigns, comparing them with the competition. Among the metrics, impression share and all related metrics stand out, such as the impressions we lose due to ranking or budget.

How can data science help marketing companies?

Data science is breaking into how to prepare your online store for the holiday season all business sectors and is gaining special relevance in marketing departments. It should be noted, however, that data science is a very broad concept that includes a whole set of tools that cz lists allow us to extract valuable information from data. The type of information obtained will depend on the data, its typology and quality and, depending on this, the possibilities range from predictive or risk analysis, clustering and customer segmentation to propensity models or recommendation systems.