AUDIENCEX key programmatic partner Rocket Fuel wins global DSP of the year award at GABBCON
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AUDIENCEX Introduces self-serve prospecting and re-marketing platforms
Search Engine Synergy
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Here at AUDIENCEX (and likely every agency that offers paid search) we often hear the concern from clients that paid search campaigns that bid on branded keywords are in effect “cannibalizing” clicks. Meaning, why should they pay for traffic that would otherwise occur “organically”?
South Africa’s Bizcommunity.com reports on the recent Programmatic Summit in Cape Town with featured speaker Steven Kaufman, EVP Integrated Media at AUDIENCEX
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Rocket Fuel’s Demand Side Platform Dramatically Boosts Performance for AUDIENCEX Clients
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Could PPC Spend Directly Affect Organic Search Traffic?
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It’s always tempting to see silo marketing tactics and see them as discrete efforts working in isolation. Treating each channel as its own island generally requires less analysis and lends itself to simpler conclusions (A+B = C) but cross channel analysis isn’t optional anymore and ignores the fact that customers often take a multi-channel path to conversion.
Here’s one client example that clearly illustrates the potential relationship between PPC and SEO.
In an isolated channel mindset, May through October represents a coincidence – that organic search traffic declined due to algorithm updates or a new site launch and that it just so happens that paid search was decreased in that month in an effort to improve profitability. But what if paid search spend what was actually generating organic search traffic? That’s what November and December potentially indicate.
How would that be possible? A couple options:
- You believe that part of Google’s organic search algorithm is how much a site spends on paid search. Possible but less likely.
- What’s more likely is…
- The more you spend, the more your ads appear
- The more visitors see your brand, in turn the more visits are recorded via Direct
- After a period of increased Direct visits, the algorithm that Google uses to evaluate this type of session gets triggered, and Google improves Organic rank for non-branded terms
This second option speaks to something that we know to true: Google and search engines in general value the quality of a user’s experience. What’s the true answer to this puzzle? Only continued testing will tell. Whether its experimenting with how programmatic can improve paid search profitability or how landing page updates affect conversion rate, the bottom line is individual marketing efforts cannot be analyzed in a vacuum.
Reuters publishes report on the power of Rocket Fuel’s new programmatic platform
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Creative Development by Segment
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One simple example is the practice of audience segmentation which as an applied science has been taken to new heights by programmatic media buyers who use ever more precise targeting tools to refine audiences. They overlap targeting filters by time of day, geography, recent search behavior, sites visited, credit worthiness, and where they fall in the purchase funnel. Ecommerce and B2B marketers, in particular, may work with audiences of a few hundred or a few thousand if they find their targeting parameters yield highly engaged and highly profitable audiences.
Creative Evolution For Data Driven Advertising
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Diminishing Value of Persistent Cookie
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As a seasoned marketer, by now you’re well aware of the value of relevant audiences. When it comes to quantifiable results, nothing is more important than putting the right offer in front of the right eyeballs. How do you know the audiences you’re targeting are indeed relevant?