How We Work: Retail
We take customer service seriously, which is why we take the time to both understand our clients and garner solid relationships with all stakeholders within the organization, before our work even begins. We set up meetings with our clients to understand their culture, goals, organizational structure, industry, and competitive landscape.
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.
Managing, monitoring, and reporting international PPC campaigns can be difficult, due to the added complexity of multiple languages, keywords, currencies and cultures. We help clients implement successful international PPC efforts with flexible bid management, budgeting, and reporting tools, as well as accurate performance tracking and timely response to market shifts.
A well-structured PPC campaign aligns queries, keywords, and ads to show the right ads to the right searchers in the right place at the right time. Unfortunately, many of our clients have come to us with PPC campaigns that were improperly structured by their previous Search vendors – and they never even knew it! Fortunately, we have built proprietary tools and processes to quickly address these issues before campaigns are even put into place.
Although many marketers are adopting mobile PPC as an advertising channel, others are still unsure about how to start, what results to expect, and whether it will be profitable for them. We help clients successfully identify the value of mobile PPC through the flexibility of our tools and the tenured knowledge of our account teams.
SEO is a team effort – it requires close coordination and adoption among diverse and disparate organizational units. This coordination can be easier said than done, however, because these functional areas often operate in silos and are unaware of how their work affects each other. Through our tenure in SEO education for enterprise-level clients, we have solidified tactics that can yield the most adoption across departments. One of these SEO tactics is our Data Dictionary.
Over the next few years, we will see SEO strategies continue to expand and become more complex among industry leaders. In order to keep a competitive edge, more resources must be allocated to SEO campaigns. IMPAQT provides creative intelligence beyond the basics of Search, solutions to tough problems, and the expertise of tenured Search marketers to give a fresh perspective to every SEO consulting project.
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.