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The 2016 U.S. Google Channel Sales Innovator Award Goes To...

2016 U.S. Google Channel Sales Innovator Award Winner
2016 U.S. Google Channel Sales Innovator Award Winner

Sometimes it pays to go your own way. We know this at Adtaxi, because we recently won the 2016 U.S. Google Channel Sales Innovator Award at the Google Partner Summit held in Mountain View. The honor was presented to one Premier Google Partner in the U.S., and one in Canada, for demonstrating strong innovation in acquiring, retaining, or growing existing customer accounts.

Our winning idea, a true team effort, was the Magellan Pacing Tool, an agile and flexible instrument which allows us to determine strategic insights about a client’s campaign quickly and efficiently. Magellan pulls all of the data from Google AdWords into an easy to understand dashboard with traffic light indicators. This allows team members to automate tasks for campaign managers, so that they can spend more time on optimizations that will drive conversions for our clients.

“Being recognized is truly an honor,” says Chris Loretto, Executive Vice President of Digital at Adtaxi. “It is a significant achievement when you consider the amount of innovation happening in the digital space. The award validates our belief that people matter as much as technology. I am very proud of my teams as they are so talented, tenacious and passionate about our mission to deliver exceptional results for our customers.”

Adtaxi Wins 2016 U.S. Google Channel Sales Innovator Award
Adtaxi Wins 2016 U.S. Google Channel Sales Innovator Award

As it tends to go with innovation, our team at Adtaxi created Magellan out of necessity. After testing a number of third party pacing tools, we were unable find one that was efficient enough to fit our needs. So, we decided to build our own.

Magellan is unique in that it alerts us to any fluctuations in pacing or performance in a campaign, allowing campaign managers to prioritize optimizations based on which accounts need deep-dives and which ones are running smoothly. It also allows teams to easily identify drops or increases in the KPIs we set, such as Conversions, Calls, CTR or Average Position.

Perhaps best of all, Magellan allows teams to easily inform clients and account managers about current account performance in a visual way that is easy to understand. A tool this precise invokes trust and confidence from the client to our team, helping with retention and performance, which is one of our top priorities.

We feel encouraged about receiving this award, and it helps us to build momentum as we continue to expand and improve our products and services. “We look forward to continuing to solve complex marketing challenges for our customers with custom, performance-driven solutions,” says Loretto.

We became a Premier Google Partner in 2014 because of our focus on transparency and results for our customers. As a part of this partner program, we benefit from Google’s dedicated resources for account management, technical support, product and industry expertise. This provides us with deeper knowledge of search marketing best practices and allows us to deliver great service and stronger performance for our clients.

If you’d like to learn more about our award-winning Magellan Pacing Tool and how it helps us to drive stronger performance for our search clients, fill out the contact form here and we’ll be in touch.

SEM: Outdated Dinosaur or Viable Content Marketing Strategy?

shutterstock_359035523There has been a sea change in the type of content brands have been publishing over the last several years. While at one time, getting a high search engine rating was the Holy Grail of content marketing, these days there's more emphasis on "quality content."

For example, brands have become increasingly dependent on content that provides value to its readers and has potential to be shared, or possibly even go viral, on social media.

When you realize that marketers are occasionally getting consumers to do their distribution work for them, it's easy to see why quality content is kind of a big deal. But that doesn't mean that Search Engine Marketing (SEM) shouldn't still occupy a space in your content creation toolbox.

There are several instances when old friends like Google Analytics and Google Ads can still yield a respectable ROI for content marketers. The key is to understand when a SEM strategy makes sense to implement.

The first step is knowing what the different types of SEM are. These include SEO, PPC, local, and others, such as video and product listing ads.

Technically speaking, Organic SEO is part and parcel of SEM. Organic SEO is simply the process one goes through to get a prominent position on a search engine. But now there is an emphasis on creating good content as opposed to shoehorning as many keywords as possible into the mix.

Of course, there are also paid searches, which refers to programs like Google Adwords. Bing and Yahoo also have similar programs.

Paid search allows you to have a large amount of say as to where your ad is placed, and you can see the results more or less in real time.

Another important type of SEM is Local Search, which focuses on people Googling in your area. This type of SEM makes sure that the people closest to you know that your brand is in the area and ready to serve their needs.

If you're reading this, there's a good chance that was all review for you. But the real question it all leads to: When is it right to use SEM?

Let's start off with Google AdWords. These are nice because you don't owe anything unless people start clicking on your ad, a true case of pay per click (PPC). That means you're not paying a lump sum to have your ad sit there on the sidelines.

In addition, you bid on ad space, so you don't ever have to pay an amount you're not comfortable with. On the other hand, outbidding the competition is a key element of getting good placement. So the trick becomes figuring out how much to spend versus ROI.

Whether you're paying 10 cents or $50 a click, you have to make sure each click is profitable. So let's say five percent of the people who click on your ad actually lead to a conversion. To keep it simple, we'll pretend there were total of 100 clicks at a rate of one dollar each, so you're in for $100. As long as the five conversions lead to a profit margin your brand is comfortable with, SEM just worked for you. The key is to have the numbers crunched before you start bidding.

You’re not just guessing blindly, either. There are many ways Google Analytics can help you with these decisions. The data gathering needed to come up with the right bidding strategy can be very labor intensive. Google Analytics can help you focus on the facts that you need to know in order to become the cunning bidding machine your company needs you to be.

Local searches are ideal for brands that need to draw business from the local community and are operating on a limited budget. While it’s great to get a brand into the local business algorithm, there are some challenges that come with it. For one thing, you have no control over where Google puts you in the search engine hierarchy. Also, the further people are from the business being advertised, the less likely they are to run across it. But, then again, it's free.

SEM is also particularly useful for brands in the retail space. 85 percent of retailers (https://nrf.com/media/press-releases/shoporgforrester-search-marketing-tops-online-retail-customer-acquisition) say that SEM is their most effective customer acquisition tactic. So while there is a place for SEM in B2B marketing and the service industry, if you're in retail SEM should be a part of a retail brand's content marketing strategy.

SEM is a huge and still-growing space within content marketing. Its strategic and financial flexibility make it ideal for any type of brand, large or small. Whether it’s a global conglomerate, a mid-sized corporation trying to take the next step or a mom and pop operation with a limited budget, SEM is far from a thing of the past. For savvy content marketers it’s both the present and the future.