PPC expert Mark Irvine shared his insights during SMX London on what lies beyond the data to manage walled gardens with new opportunities in mind.
At SMX London in May, I attended two presentations with PPC expert Mark Irvine. He was recently crowned the number one PPC Expert by PPCHero in their annual list.
Irvine works as a data scientist for Wordstream, a Google Ads and Microsoft Ads management and optimization platform. Examining data and explaining what it means is his expertise and I interviewed him for my 2019 Search Trends report.
Social trends predict search trends
Some of the data from his analyses goes beyond search to the trends his data is showing across multiple platforms.
This slide from Irvine’s presentation at SMX examines how an hour of trending on Twitter affects searches. In this case it doubled on Google and within six hours, the searches increased fivefold. There is a good case for real-time marketing and this view of the data is something we rarely see in digital marketing because of the channel specialization and the difficulty with access to cross-channel data. – Read more