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Optimising the Buying Cycle

A consistent presence across all digital channels that helps to sway a prospect's decision in their favour is something that online marketers aspire to achieve. However, budget constraints and fierce competition combine, creating an obstacle that is difficult to overcome.

Help is now at hand! By understanding the stages of the buying cycle, the channels that are more suitable and the phrases most commonly used for each of these stages and chan­nel combinations, online marketers can now easily determine the most suitable cross-channel spend and tactics to help them achieve their goals.

Achieve greater ROI

At Hydra, we have developed a solution for this challenge. Using the science of algorithms and predictive analysis, the One platform aggregates data from Natural Search, Paid Search and Social Media, meaning users can now better optimise the buying cycle and achieve greater ROI.  

Our new White Paper "Optimising the Buying Cycle" discusses the various elements of the buying cycle and how approaching them in a planned way can increase search related revenue, significantly.

Posted by Ruth Zohrer at 11:30
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Can Natural Search specialists benefit from Paid Search insights?

A common challenge faced by digital in-house and agency teams is that most of their channel specialists have grown accustomed to working in silos.  In an environment where online actions are becoming more intertwined, the risks of isolation far outweigh its benefits (see our 2011 Integration Survey if you want to learn more).  However, it is difficult to transition into a more integrated model without incentives for channel specialists to make the switch.  For this reason, we have explored some of the areas where specialists could derive value from other disciplines for planning and executing their campaigns.

As a start, we have highlighted the Top 5 areas where Natural Search could derive additional insight from Paid Search:

1. Optimising budget allocation:

Shifting budget from a group of keywords to another based on the relationship between Natural and Paid Search performance in SERPs    

2. Researching competitors

Understanding your competitors' priorities based on their Natural and Paid Search spend

3. Benchmarking campaign performance 

Identifying which changes are caused by seasonality, cannibalisation between channels or mere Natural Search performance fluctuations

4. Discovering new keyword opportunities

Unearthing new language being used by customers through Paid Search reports

5. Assessing landing page quality

Using Quality Score (QS) factors as additional metrics to identify areas of improvement

To read the detailed overview of these opportunities for integration, download our latest white paper Natural Search Specialist, should Paid Search matter to you?

Posted by Ruth Zohrer at 12:00
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