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Are Data Issues Preventing You From Achieving Peak SEM Performance? INTRODUCTION The success of any large PPC program is contingent upon certain key components — and one of the most powerful is a bidding strategy deeply supported by applicable data. If your program's performance isn't where it should be, it may be because your bidding strategy isn't executing properly. While there are many factors involved, the causes of missed performance goals oen stem from incomplete or low-fidelity data that drives decisions. To that end, the lack of complete and well-integrated data represents a major challenge for the SEM industry. CHALLENGES These days, the value that quality data can have on driving smart business decisions is generally clear — and the best strategies will thoughtfully take into account increasingly more data from key sources. So why do so many Paid Search programs suffer from poor data utilization, and thus, less than adequate performance? For a lot of reasons, including: E N T E R P R I S E PA I D S E A R C H PA I N S More specifically, the following are real-world data issues you might encounter with technology solutions in your day-to- day campaign efforts: A) Important data simply isn't being captured. B) The bid management solution doesn't integrate with a given category of data. C) The bid management solution doesn't integrate and apply historical data far enough in the past. • Some solutions don't integrate a full set of historical data to inform the bidding algorithms, or only use data from the last 7-14 days, preventing a full picture of the data landscape that would calculate the best bids. • Some solutions have trouble integrating data from 3rd party sources, offline locations, or deeper funnel conversions, preventing them from calculating bids based on revenue goals. Thus, all the information that could inform bids is lost. • Some solutions simply cannot algorithmically tie data back into your program for actualization — even if you're collecting a lot of data for every click and conversion — preventing huge potential optimization gains. • Some solutions take 1-2 days to incorporate your data in bid calculations, making the data less relevant and preventing immediate improvements. 1 ENTERPRISE PAID SEARCH PAINS: Are Data Issues Preventing You from Achieving Peak SEM Performance?

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