Reggie James, Founder & Rachel Mepham, Head of Digital, Digital Clarity
Using Search Trend data for Optimum Customer Acquisition
There is no doubt that Paid Search (PPC) is a cost effective and potent marketing tool. As the market has developed over recent years, so has the sophistication of the search engine ranking models with relation to PPC activity.
By intelligently using historical data and modeling trends for future growth, the presentation will look at the real need to understand how trend analysing can have a serious up-lift on acquiring customers and leads?
The presentation will look at how these strategies were implemented with 2 different companies –a holiday ticket group and online cookware retailer. It will look into the impact of understanding seasonality and projecting seasonal trends and engaging with new and returning customers based on CPC strategies – manual and automated, keyword cross sectioning and importance of seasonal ad copy. This presentation should help guide you to understanding some of the complexities of paid search and the importance of understanding your market.
Reggie James is founder of Digital Clarity and a shareholder in a variety of online and advertising businesses. Prior to launching Digital Clarity, Reggie has been involved with publishing groups such as VNU & Ziff Davis as well as leading search company AltaVista, now part of Yahoo inc.
Rachel’s digital experience spans some 6+ years where she has dealt with the search business of Ad Agencies such as All Response Media, Walker Media and JWT as well as working direct with major brands, Mercedes-Benz, Land Rover, Bonusprint, Abbey Int. and many others,