AdCom™, helps create and maintain large and complex search campaigns from your product database, in order to represent and merchandize your entire paid search offering. This means you can exploit the cost efficiency of the long tail without sacrificing quantity for quality.
A new approach to a new form of advertising
When you advertise on TV, it’s customary to push the brand, and generally a careful selection of key offers. This time honoured format is used for most advertising executions, through most mediums. However, search changes the advertising dynamic, especially for retailers, and multi product websites.
With search you're no longer just pushing the brand, the core proposition, or a selection of key offers. What you're effectively doing, is setting up contingencies, so that when anyone is looking for any variation, of absolutely anything you sell on search engines, they see a visible, compelling, action driven ad, displayed at an ideal position to capture enough visitors at precisely engineered costs, to drive maximum sales and return.
In this sense, search is more akin to visual and in-store merchandising than any form of traditional push advertising.
The merchandising logic
In the same way merchandisers want the best visibility for products and categories throughout a store, in search, online marketers want to get visibility for all their products and categories, and to have each one represented in a customised, relevant and compelling fashion, within the search environment.
This gives them access to the entire breadth of relevant search keywords, and an opportunity to buy click volumes at cheaper, more qualified ends of the scale, to achieve both volume and better ROI.
This is difficult
Marketers often find this quickly turns into a mammoth task, as they not only have to write the thousands of unique copy, develop all the keywords, set up and manage all the bids, on all the engines, they also need to commit to continually updating this unwieldy monster by changing ad copy, developing new campaigns, growing keywords and switching on and off ads as prices change, items go out of stock, lines get deleted and new lines come in, in order to prevent activity on lines that can’t convert.
Many campaign managers are forced to act in one of two ways at this point. Either using a frantic world of spreadsheets and product feeds, continually trying to stay on top of things, or a world of lowered expectations, where the belief prevails, that it's too big a task to manage and so expectations of what they can, could or should be achieving is lowered, and work on a more narrow but manageable set of products is carried out. The ROI is consequently lower, but so is the effort required to get it.
AdCom™ can manage this for you.
AdCom™, can greatly improve this scenario. It can let you have the quantity and quality, by managing and intelligently automating the complexity in generating, setting up, deploying, and keeping in sync, these large complex search campaigns.
It's ideal for retailers, travel companies, property companies or any e-commerce operator with many SKU’s or items, as it allows SomerMedia (via a database feed into our system) to create and manage these long tailed campaigns that are representative of everything you sell. This allows you to tap into that long tail, maximise your sales, increase traffic, reduce CPC and maximise ROI.
How does it work?
It works by integrating your database of products, into our system via daily, hourly or live data dumps, live xml or a variety of other methods.
Our proprietary algorithms then sort out the data under the close watchful eye of your SomerMedia's account team, as it recognises and sorts products, categories and subcategories, and then creates highly structured, keyword expanded campaigns for them. Once checked and cleared, these are uploaded directly into your search engine accounts via our API connections to their systems.
As it's connected to your database, it keeps your ads live and fresh, where your campaigns can be linked to stock levels, allowing AdCom™ to pause campaigns when stock is low, or when product lines are deleted, and add new campaigns when new lines are added.
This intelligent automation ensures all your products get to market all the time. It lets you exploit the long tail of keywords in your campaign, and helps cut down on wastage that comes from bidding on items that you can’t sell.
Create more targeted ads
Using our intelligent ad templating engine, AdCom™ can also increase the response rates of your ads, by merging them with live product specific data, like price, deal rates, availability, specifications and more, and change this info dynamically when your system updates. The effect this has is increased differentiation of your ad on the page, which increases CTR and ad relevance, both of which can affect Google's Quality Score, allowing you to maintain your position for less than other bidders.
The bottom line
AdCom™ means you don’t have to sacrifice quantity for quality in using paid search to efficiently and profitably increase your sales volume and lower your acquisition costs right across your entire product range.
