Day 1 of SES Chicago was both informative and exciting; customer intent emerged as a recurrent theme throughout the day. 

Customer intent isn’t just about relevancy, although that’s highly important, but it’s also about knowing your customer behavior.  Often, we try to create the customer experience we want them to have. 

An analogy of likening the search process to a conversation with the search user was used several times and resonates with the search process.  This conversation with the search user aligns with the sales funnel: awareness -> interest -> desire -> action. Knowing your customer behavior allows you to build out your campaigns with highly relevant ads and landing pages to support your bidded keywords, which often translates into a higher Quality Score.  A higher Quality Score provides many benefits such as higher ad rank and lower CPC.

Quality Score is part of your adCenter campaign analytics and is available within the platform UI and reports.  Having clear key performance indicators (KPIs) and monitoring them via adCenter, adCenter Desktop or 3rd party reporting tools is essential to a successful online campaign.  There are several KPIs advertisers can track, and your KPIs can differ from your within your industry and in relation to your competition.  Some common analytic strategies focus on CPA, conversions, trend analysis, Return on Ad Spend (ROAS) and Return on Investment (ROI).

Stay tuned here to the adCenter Blog and follow us on Twitter for more on-the-ground coverage from SES Chicago!