Search Engine Marketing
Our Data, People, and Process driven approach can not only manage your account, but also analyse & improve your ad performance significantly by focusing on sales conversions and not just click through machine-learned automation
We are one of the top Premier Partner Agencies for both Google and Meta
Loved by 300+ Hyper-Growth start-ups and brands
Leveraging Keyword Intent
By leveraging keyword intent for intent-driven marketing, we can attract qualified prospects and generate quality leads with high intent to drive conversions. We are data-driven and the same is at display in the following approach below classifying our search advertising into two funnels
High Intent Keyword
High intent keywords have high commercial intent but limited traffic potential. These keywords signify a strong intent on the part of the searcher to conduct a transaction inquiring about a product, service or company. Users from these keywords might also have a strong possibility of leading to a later conversion. Therefore, we ask them to fill a quick form for lead generation followed by two action paths-
Time-bound Retargeting Ads for soft reminders that will bring them back driving conversions
Offline conversions via tracked calls that will go hand in hand through sales efforts.
The route is:
Direct Ads -> Landing page -> Leads -> Sales Team Call -> Acquisitions
Low Intent Keyword
Low intent keywords are either navigational or informational in nature. Someone looking for information/basic tips or searching for a specific website like SBI’s offerings is unlikely to commit to a purchase for Zippi as a result of these types of searches, meaning their commercial intent is considerably lower.
They have high traffic potential since the bucket is broad.
We optimize such kind of traffic with page engagement, and we follow up with retargeting ads and sales calls selectively.
The route with a slight detour:
Direct Ads -> Gamification App Landing Page -> Engaged Traffic -> Remarketing -> Leads -> Sales Call to Qualified Lead (Based on In-App Analytics) -> Acquisitions
Our Execution Strategy
Data-Driven Search Ad Management
Following the insights and data collected across search platforms including Google and Bing, we take decisions regarding distribution of budget into different keyword clusters, match types, device and creative LOCs and then dynamically rotate the ads to counter Ad Fatigue.
We customise algorithms personalised to your account funnel benchmarks and automate optimization to ensure continued performance and minimized ad waste.
Our proprietary ad-tech tool Web interest plays an instumental role in scaling our client delivery efforts when it comes mass scale ad uploading.
Campaign optimisation leveraging remarketing
Scaling up & scaling down the campaigns is based on their performance. Higher the scale, more frequently it needs to be monitored & optimised. We use our proprietary tool Webinterest to monitor real-time to avoid wastage.
We shall focus on increasing your quality traffic and retargeting them as per their buying intent. Essentially, we would go with the following two routes:
● Direct Ads -> Landing page -> conversions
● Direct Ads -> Landing page engagement (with no conversions in a particular time frame) -> Retargeting Ads ->conversions
– Broken links monitoring
– Wrong Redirects
We figure out how different attribution models impact the valuation of your marketing channels and thereafter, campaigns, keywords and ads. For e.g., a channel that predominantly initiates conversion paths will have a higher Conversion Value according to the First Interaction attribution model than it would according to the Last Interaction attribution model.
Advanced Reporting and Insights
WebInterest, our analytics tool, collects your data across all your platforms and showcases them at a single place enabling a user to make informed decisions based on comparative results. It gives in-depth analytics and answers to questions that otherwise seem too abstract to be answered, using strong mathematical correlations and inbuilt algorithms. We also build insights on the data collected for improved performance and better optimisation.