In this month's PPC Series, we'll be taking a look at some new trends, changes and developments in the world of paid search, as well as providing our own insight into where it's headed.
Throughout the series we will touch on some of the common questions we receive from clients such as the importance of maintaining an always on brand strategy, we will also be looking at new innovations in the industry such as iProspect’s recently launched tool iActivate and finally we will make some predictions for the future as we talk about the potentiality of programmatic being introduced to search and the impacts on accounts that would have.
iProspect have recently introduced a new PPC product, iActivate to our suite of services and so, thought it would be a good idea to explain exactly what it does and how it can help our clients. The background to the tool is that it was created seven years ago by Netsociety, a Dutch online marketing company. iProspect acquired Netsociety two years ago and have been developing and growing the iActivate tool since.
iActivate helps build out large scale PPC campaigns and specialises in pulling in feeds so that real time inventory can be managed. Other benefits of the tool include:
But most important it is a tool that allows you to advertise millions of product names, categories and prices while staying aligned with your daily inventory levels.
Let’s look at a practical example using a camera wholesaler, Retail.com as the mock advertiser:
Overall we have found that implementing iActivate leads to improved Adwords Quality Scores, lower bounce rates and most importantly more conversions at higher conversion rates. On top of this retail example the tool works extremely well for airline, hotel and real estate clients among many other categories.
There is a very easy implementation set up. Basically we collect all products and related information (API / XML / CSV / ..), analyze and split into campaigns and ad groups and finally aggregate on different levels (categories, regions, etc.)
Obviously there is some technical manipulation that needs to take place to ensure ad text isn’t over character limit and that correct location information is being pulled in. At a semi technical level that would look like this:
If you would like more information around the tool or think it would work for your PPC campaign then please get in touch directly. Keep an eye out the rest of this week for new posts on PPC during our monthly series.