Adobe is expanding the integration between Adobe Analytics Cloud and Adobe Advertising Cloud, launching Advertising Analytics for Paid Search. The new feature aims to help organisations to understand the efficiency of their search advertising investment by combining offsite advertising intent in context with relevant digital property engagement data within Adobe Analytics.
This includes integrations with Google AdWords, Yahoo! Gemini and Bing Ads, with brands finally being able to understand the value of accurate attribution.
Organisations can now get insight into impressions, clicks, cost as well as average position and quality score directly within Adobe Analytics. From there, this data can be leveraged within Adobe’s Analysis Workspace, the flexible canvas that merges creativity and data, the company said.
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. Transparency, combined with time saved, will breathe new life into paid search strategy and ROI improvements.
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.
The launch of Advertising Analytics for Paid Search complements robust integrations already in place between Adobe Analytics Cloud and Adobe Advertising Cloud. For example, clients that use Adobe Advertising Cloud Search can put Adobe Analytics insights to work in optimising campaigns, with performance optimisation, performance forecasting, and spend recommendations powered by Adobe Sensei. Advertisers can also target paid search ads with audiences from Adobe Analytics.
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, the martech company said.