Good morning Search Marketer, ready to mine that gold?
You know search data has value, but are you evangelizing and sharing those insights throughout your organization? Contributor Sebastian Compagnucci says it's our job to do so. This data can have exceptional power to inform business decisions far outside of search silos.
Just one example: In his talk at SMX West this spring, Benjamin Spiegel, chief digital officer for Procter & Gamble Beauty, shared that they had "about 30 different projects running that are purely based on an insight from search, not from an R&D lab."
That's 30 potential products, features or variations spun up from understanding how and what consumers are looking for!
So if you're ready to get your hands dirty (in the best way), Sebastian offers a great way to compile and analyze search trend data to help bring new insights to your organization (and raise your profile internally). Follow his steps for creating a view of search data that can inform larger business decisions.
And don't let the VLookup scare you. Sebastian's right, once you know how to do it, it'll open up a world of possibilities. It's worth it, I promise.
Today: Join Live with Search Engine Land at 1:00 p.m. ET for our discussion on Facebook Ads and optimizing for California under CCPA. I'll be joined by social ads expert Akvile DeFazio and analytics expert Simon Poulton to ensure we cover all the bases. Sign up here to join us.
Keep reading for a look at a new ads test and more.
Ginny Marvin,
Editor-In-Chief
