How We Work: Analytics
When Search tools and technologies are not properly implemented, they don’t provide an accurate measurement of performance or attribute conversions to the right sources. We implement off-the-shelf tracking solutions through our own proprietary tools to help clients improve attribution and performance tracking.
When running PPC campaigns, it’s important to strike the right balance between gaining optimal exposure and keeping costs within budget. Keywords that are searched often cost more to bid on, and can easily cause marketers to exceed budget. Integrating display campaign data with PPC is one tactic we use to help our clients gain exposure on high-volume keywords, while keeping costs down.
A company may receive incremental lifts in their Search campaign directly after a television advertisement is run. We have developed a proprietary Media Mix Modeling tool to help advertisers identify this relationship, and understand to what extent the relationship exists. In return, our clients can properly allocate their budget across channels during times with the greatest opportunity for conversion.
Search can be a powerful channel for driving traffic and sales to brick-and-mortar stores. What is most valuable about this strategy is the ability to accurately track performance and measure ROI. We found that Search-to-store promotions are a great way to measure in-store traffic driven by Search, ensuring it receives the appropriate credit.