Optimising for strategy Strategy isn’t just something we consider at the start of a project; we regularly review against business objectives and performance to proactively determine whether we need to make adjustments, whether that’s expanding to a new channel, or deciding to focus on a different customer persona or demographic. Backed by a wealth of experience, APIs, industry leading 3rd party and in-house developed tools and software (including our proprietary TRAX technologies), strategies are optimised across such vital areas as keyword research, seasonal and market trends as well as through use of our cutting-edge approach to data-driven attribution. A good strategy is often also getting the most out of the platform technology especially smart bidding. Google Ads and Microsoft Advertising has a plethora of data about each user and each search term which simply isn’t available or actionable by any technology but their own. Combining automation with human experience to get the most out of this technology is often where the sweet spot lies.
Optimising for data At our heart, we are data geeks. Our Paid Search specialists have developed a stack of tools to help make data analysis more efficient. Tools such as the Ad Confidence Tester and Search Term Theme Tool allow us to apply formulas built up over years of experience to give scalability to data analysis and optimisation. As machine learning and AI becomes more powerful, the optimum performance can often be achieved using smart bidding solutions. However, the accuracy, validity and volume of data fed into these tools is paramount as it is used to inform every decision made. This means our team create strategies that optimise the volume and value of data collected to feed the smart bidding algorithms.
Optimising for testing Click Consult make a science of search marketing, and believe that no claim should be considered without testing it first. Through extensive ad and landing page reviews, we pull apart campaigns, study them and reassemble them with improvements. Then, using our data analysis skills, we ensure all tests are conducted to statistical significance, and used to create a knowledge bank which can help generate future test ideas. As ever, a suite of technology is backed by a wealth of human experience to ensure the best possible performance.
Optimising for creativity Often overlooked, creativity is a vital part of any well managed paid search campaign. A creative spark can have impacts on click-through rate which no amount of data analysis can provide. Part of Click Consult’s technology stack is ad customiser tools which can ensure even the largest brand can serve creative, personalised ads across a diverse range of products, services and demographic criteria.
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