5 Myths About Search Data
Head over to Search Engine Watch for a "MythBusters: Search data edition" with your Chango host Ben Plomion. Here is a quick look at Ben's latest post on search data:
Last October, both sides of the search marketing industry, in SEO & PPC felt under attack when Google announced that it would start hiding search data for logged-in Google searchers. Portent's Ian Lurie immediately cried foul, saying, Google has "done this for one reason, and one reason only: To shut out competing ad networks."
Although Google estimated that less than ten percent of searches would be hidden, that number soon climbed close to 20%. The question on the minds of many marketers: How would Search Retargeting remain effective without that data?
As one of those competing ad networks, at Chango, we felt the panic was palpable, but... overblown. The notion that Google owns all the data is just one of a number of myths about search data. Google is just one piece in the puzzle we build to help our clients target consumers with the ads they actually want to see. Below, we explore this myth and four others that often lead to confusion about search marketing.
Myth #1: Google owns all the data
Myth #2: Search data is only available through search engines
Myth #3: Search data is not homogenous
Myth #4: Search Data is limited in scale
Myth #5: Search data can only be used for SEM and Search Retargeting
Again, you can learn more about the science behind these myths on Search Engine Watch!