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Adobe brings analytics to paid search campaigns with new integrations

18 May 2018

Adobe has announced that it is expanding integrations between Adobe Analytics Cloud and Adobe Advertising Cloud with the launch of what it calls ‘Advertising Analytics for Paid Search’.

The move is designed to provide more clarity to organisations who want to understand the efficiency of their search advertising investment.

It says this is achieved through the combination of offsite advertising intent in context with relevant digital property engagement data within Adobe Analytics, and includes integrations with Google AdWords, Yahoo! Gemini and Bing Ads.

Through the extended integrations, organisations will now be able to get insight into impressions, clicks, cost as well as average position and quality score directly within Adobe Analytics.

From there, this data can then be used within Adobe’s Analysis Workspace.

Adobe says brands can get as high-level, or granular as needed with drag-and-drop analysis, leveraging new reports and workspaces for advertising dimensions such as accounts, campaigns, groups, ads, keywords and match types which can all be combined with post-click activity.

The company says that transparency, combined with time saved, will breathe new life into paid search strategy and ROI improvements.

In a blog post on Adobe website, Adobe Analytics product marketing manager Nate Smith says, “Adobe Analytics is the only way for brands to have a complete breakdown of their data to get a full picture of digital behaviour.

“For example, a retailer runs three campaigns on Google, Yahoo! and Bing focused on big-screen TVs leading into Super Bowl Sunday, and wants to track the success. The retailer can see in one single place which campaign is generating the most impressions and click activity, and tie these results with existing data such as cart additions, checkouts and revenue -  by target audience,” Smith continues.

“This is truly the only way the retailer can accurately connect the purchase of a big-screen TV to paid search behaviour, given the analysis is able to generate accurate ROI vs. simple vanity metrics.”

Adobe says paid search advertising has remained to be one of the most valuable and reliable ways to reach new customers and retain existing ones, pointing to a study that suggests an estimated (USD) $92.4 billion was spent in 2017 alone on paid search ads. The company says that while the value is clear, many organisations still struggle with obtaining a holistic view of search performance that ultimately influences strategy, given the incorporation of many different sites and sources.

Smith says this is the issue Adobe is aiming to solve with Advertising Analytics for Paid Search.

“Brands today don’t have the luxury of any estimation when it comes to ensuring the customer experience is stellar; especially with the advance of social media – organisations are under the gun to provide the best experience,” he says.

“Data is essential to helping these brands understand which strategies are resonating with their customers, and which are falling flat. While traditionally paid search has been analysed essentially in a silo, Adobe’s Advertising Analytics for Paid Search helps to orchestrate a marketing campaign more effectively with data-driven decision making.”

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