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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.

Measuring the success of search campaigns

Every business wants to see its website land at the top of tabulated search results. One way to secure a coveted high-ranking spot is to purchase an ad. Organizations can purchase ads that appear when consumers search specific keywords through paid search campaigns. The ads show up on top of, or on the right side of, search results.

That kind of digital marketing has many perks, including high-traffic rates and the ability to track the success of a campaign.

While an ad is running, organizations have access to a wealth of data. By using that data, managers can make real-time decisions to improve a campaign’s reach and success.

Data are crucial to evaluating a campaign’s progress, but the sheer amount of available statistics can be daunting. To help decipher some of the numbers, here is a short list of important statistics to watch:

Quality score

One of the best metrics to watch in paid search is the quality score. It shows how well an ad is performing. Think of it as an overall test score. If the score is high, the ad is on target. If the test score is low, the ad needs remedial work.

There are a lot of factors that go into the quality score, such as the relevance of keywords and the quality of the landing page. The score is used to determine ad rankings and how much each click costs, and so it’s important to achieve a fairly high score.

Click-through rates

Click-through rates tell organizations how many viewers have clicked on an ad. This is the number of people who saw the ad and took action. A high click-through rate means the selected keywords are relevant to viewers and the ad itself is resonating with consumers.

Conversion rates

A conversion rate shows how many consumers followed through with the desired action. Whether the action is to make a purchase or download a white paper, this statistic provides the number of people who saw the ad, clicked on it and completed the transaction.

Cost per conversion

How much was spent to get each consumer to carry out the desired action? The cost-per-conversion statistic provides the answer. Organizations can use this number to judge the return on investment and decide whether the paid search was an effective tool.

Using the data

There are additional statistics that can help gauge a campaign’s success, but these four data points are “starter stats” meant to provide key information at a glance.

The statistics help organizations make decisions to improve an ad. For example, if click-through rates are low, an organization might decide to change the call to action to see if rates improve. If click-through rates are high but conversion rates are low, an organization might optimize the landing page the ad leads to.

Paid search gives an organization access to an unprecedented amount of data that provides additional control over an ad. By changing components, an organization can improve an ad’s reach and reaction, all while staying on budget.