The document discusses how customer data can be used to improve pay-per-click (PPC) campaigns. It recommends creating remarketing lists based on user level and membership duration to target known audiences, which can increase conversion rates by 5-10 times. Tracking additional customer data like categories purchased and implementing custom parameters in PPC campaigns allows identifying over 50% of users and setting higher bids for known users, lowering the final cost per acquisition while increasing conversion rates.