• John W. Ellis, Monday, May 19, 2008 11:30 AM

John Ellis provides a number of examples of how marketers can use insights gleaned from PPC campaigns to influence their offline marketing efforts.

First up are the analytics from ad testing--including headlines, copy and landing pages. You can use this data to influence your offline messaging. "Ad rotation gives the advertiser great insight into the mind of the customer," Ellis says. "For instance, do customers click more on ads that offer 'Free Shipping' or 'Free Item with Purchase'?"

Meanwhile, using features like broad matching offers further consumer insights, as you can see the words that your target audience themselves are choosing to find your client's product or service. Of course, PPC ad performance can also help influence keyword choices for SEO, as well as plot geographic demand.

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