Being a marketer in 2025 isn't easy. You cannot look at AI the other way. Search engine optimization is crucial, but so is optimizing your content for LLMs. You're responsible for the data you collect.
How do you ensure you get high-quality leads, nurture them well so your sales team can close them fast, and deliver the KPIs that are oh so important to you? I've got two words for you(actually three)–first-party data.
First-party data is that data that you collect from your customers, subscribers, visitors, or followers with consent. This could be the browsing history, survey entries, email opens, form submissions, among others.
Let me take a moment and stress why first-party data can serve as a goldmine for businesses and how to get started with Google Ads Data Manager.
First-party data is accurate
Since the data comes directly from your customers, the informational accuracy is the highest when compared to other sources of data, like third-party data brokers or aggregators.
First-party data is compliant
Privacy laws haunt marketers all around the world. But first-party data can help you carry out personalized marketing campaigns while being compliant with the data collection norms.
First-party data is cool
It's not cool just because it is collected with consent, but because of how it enhances your relationship with customers. The transparency in data collection is where first-party data and data privacy come hand in hand to boost trust in the customer to share their details.
We now know that for continued growth, leveraging first-party data to personalize your ads is the way to go. But it is not as simple as that. When you try to start using first-party data for your business, you'll find that it is not a breeze, except if you have the right tools at your disposal. Let me explain.
Same old silo problem
There are various methods through which you capture first-party data. Your website, POS system, emails, mobile apps, survey forms, to name a few.
It's great that you're getting a lot of data this way, but the problem arises when you're trying to piece them together and use them to personalize your ad targeting.
Here's where having a solid tech stack that can capture data from these channels all in one place comes in handy. A CRM helps you do exactly this. All the data you collect from your customers will be stored in one place, so you don't have to scramble through multiple different apps.
But it's no good if your CRM cannot communicate with Google Ads effectively. Let's look at how we can actually use the first-party data to drive better ROI.
Connect to Google Ads
This is where Google Ads Data Manager comes in. It is now easier than ever to use the first-party data you build in Zoho CRM for your marketing. Better yet, it only takes a few clicks to set up and start using.
You begin by adding Zoho CRM as a data source using a direct connection, choose the module, map the fields, and that's it! You have now created a connection inside Google Ads. You can now use this data to personalize your ad campaigns.
Now that you're all set up, let's talk about why this connector is a game changer.
Leverage first-party data efficiently
I know I have harped on enough about first-party data. But hear me out. This is where you reap the benefits of the data you have collected. This opens doors to various use cases where you can retarget customers with high precision.
Say you have a list of leads in Zoho CRM that signed up for a free trial, but did not convert. You can bring the leads into Google Ads and start showing them ads like "Are you still looking to purchase?".
Nurturing leads all the way to conversion
The deal stages in Zoho CRM tell you how close leads are to conversion. You can use this data inside Google Ads and set up personalized nurturing campaigns based on the deal stage.
Sync sales data with ad data
Data Manager enables you to connect conversion events that happened after the user clicked on the ad. This enhances the feedback loop between Zoho CRM and Google Ads. This way, you're no longer optimizing for estimated KPIs, but metrics that actually affect your bottom-line. This is something that some competitors of Zoho CRM do not offer natively.
Final words
In today's world of AI-driven marketing, your first-party data is your most valuable asset, and how you leverage it will reflect in your campaign success. Connecting Zoho CRM via Data Manager is a bridge between your customer data and your ad campaigns. Now, target smarter, nurture better, and elevate your revenue.
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