Paid Search

Leverage the power of intent.

Approach


Paid Search

Smart brands use search to leverage the power of intent and show up exactly where and when their consumers are looking for them. According to Google, there are more than 3.5B searches done per day and 50% of consumers will visit a store within one day of a local search on their smartphone, making search a high impact, data rich channel for brands. A truly impactful search solution is built with a firm understanding of business goals, customers, and future search intent. It is capable of cutting through the noise and providing a more seamless advertising experience for the searcher while delivering the right outcomes for our clients.  

Our process begins with understanding the audience. Using our Deep Search™ and MomentAware™ technologies, we collect psychographic, demographic and shopping data including CRM, social, real-time product inventory, pricing, cross-channel performance, and third party information to build out a robust audience identity. With this in hand, we are able to pair it with keyword data to build predictive models, identifying the patterns of the ideal audience, such as when they are searching, on what device, and during what time of day. This allows us to tailor our messaging and the search results to drive them exactly where they, and our clients, want them to be.

Our Process


Deep Search

We built Deep Search, our proprietary search optimization and analytics platform, when we recognized existing 3rd party tools didn’t incorporate enough data to achieve the performance results that we wanted. By combining a client-specific algorithm with first and third party data and a $20m investment, Deep Search  produces billions of data points about a brand's customers, products and business. These insights are combined with real time signals like inventory, margin, competitor pricing, and weather data to perform over 600,000 calculations per keyword every day to predict future value. Armed with this knowledge, Deep Search’s portfolio optimization algorithm will allocate your budget to the most productive keywords and queries to achieve your unique business goals, whether that’s revenue optimization, new customer acquisition, margin contribution, or more. Deep Search also goes beyond surface-level account, campaign, and keyword reporting and monitors your overall business structure, categories, subcategories, and goals, allowing you to make more informed business decisions.

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INNOVATION

The technology that consumers use to search for relevant content is constantly evolving. With the proliferation of voice-directed devices, a brand needs to understand how to tailor their keyword strategy to align to how humans speak versus type. We have experience in this area, creating campaigns that allowed us to develop Alexa skills on Amazon’s platform to support the searching of customized brand content.

Technology is not the only area of innovation however. Our research shows that 71% of consumers want personalized ads, and this number is only growing. In response, we've spent the last three years developing new ways to execute audience-level targeting in search, giving our clients the advantage. We started by leveraging the large volume of search data that we’re sitting on, and combining it with customer and third party data in our Deep SearchTM analytics platform to understand individuals' unique patterns, preferences and behaviors. With these insights, we can deliver personalized messages and offers to audiences, as well as those who look like them, no matter which device they use or where they decide to make the final purchase.

Gardener's Supply Company


BUILIDING A PREDICTIVE MODEL

Founded in 1983, Gardener’s Supply Company is an employee-owned gardening supply business located in Vermont. They have a highly seasonal business cycle with the majority of their revenues coming in March to May. Through analyzing spring weather patterns around the United States and other data sets, our search team was able to build a correlation between rising temperatures and increased purchases on their site. Beginning with the southern states reaching temps of 70-80 degrees, we could start to see revenue spikes, a trend that continued as the northern states also warmed up. Using Gardener’s historical purchase and planting data, we were able to build a predictive model to know when and where we should increase our keyword bids as states reached their ideal temperature thresholds. By applying this geo-parting into our strategy, we increased YOY revenue by more than 8% and reducing ad serving costs by more than 27%.

 
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Princess Cruises


SEARCH RESTRUCTURING

Princess Cruises needed an agency partner to heighten relevance during consumer searches and help establish the brand as a market leader in Alaskan cruises. AMP redefined Princess’s SEO strategy with enhancements and a restructuring of the brands paid search accounts. Our on-site and off-site optimization led to a 38% decrease in CPC, a 16% increase in CTR, and a 61% decrease in cost per lead. Shortly thereafter, our diligent improvements to the site architecture of the Princess Cruises website helped the brand achieve its ultimate goal of achieving the #1 organic search ranking for the term “Alaska Cruise.”

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Digital Products Clients


The Company We Keep

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