Our Approach to Performance Marketing

If you've been visiting the websites of other search marketing agencies, you've probably noticed a few things that are different about us. First of all, we talk a lot about our research. Secondly, we talk a lot about our people. Third, we don't talk a lot about "proprietary technology". And finally, we seem to continually be stepping beyond the boundaries of search when we talk about what we do. I'd like to tell you a little more about our thinking on each of those points, as I think it will give you a clearer idea of our approach.

Why Do We Talk about Our Research So Much?

It's hard to hear about us without hearing about our online research. It's what we're best known for. In fact, many people are surprised to learn that we are first and foremost a search marketing agency. Why do we do so much research?

Quite simply, we do research because we feel it's vitally needed. The type of research we do relies on observing and interpreting user behavior. If you're familiar with research, you'll know what we mean when we say it's more qualitative than quantitave. We like to answer the "why" questions. Some of the "why" questions we've answered in the past are:

Why do more people click on top listings than those further down the page?
Why do more people click on organic listing than sponsored ones?
Why has Google won the hearts of the majority of searchers?
Why do contextually relevant ads outperform non contextually relevant ones?
Why do many people simply not see display ads?
Why can well known brands significantly boost the performance of search ads?

We've found that if we don't answer those questions, no one else will. In fact, many of those questions were answered in studies we did for the search engines themselves.

That research plays a vital role. It gives us a lens through which we continually evaluate the effectiveness of our search efforts. When we know the intent of prospects, it becomes easier to provide a highly persuasive path for them.

Why Don't You Talk about Proprietary Technology?

We've never become obsessed with technology. Technology is a tool. It has to fit the situation at hand, and we've found that every client has a different situation. So we like the flexibility of being able to choose the best technology for the job. There are thousands of companies developing really amazing tools. That's what they do. Our job is to help clients pick the right tools and utilize them effectively. Strategy should drive the technology you use, not the other way around.

Why Do You Continually Step Beyond Search?

Search is a wonderful opportunity for marketers. It is the purest intersection point with a prospect, giving you the opportunity to present your persuasive message exactly when they're looking for a compelling solution to their need. There is no more opportune marketing opportunity available. But the reason search is tremendously effective is also the reason why you have to look beyond search in order to utilize it to its full potential.

Search is a connector. It connects someone's intent with content somewhere aligned with that intent. The more you understand what happened prior to the search and what will ideally happen after the search, the more successful you can make that connection. This means the best search marketers have to move beyond organic optimization and PPC management. They also have to be experts in site usability, analytics and online behavior. They have to be one part engineer, one part marketer and one part psychologist. I was once quoted as saying search is like golf: anyone can quickly learn to hack around the course, but it takes a dedicated lifetime to master at the highest level.

We continually step beyond search because you can only get a clear view of the potential of search when you look at it from a broader perspective. That's why research is such an integral part of what we do. Our research gives us that broader perspective.

Learn why we could be the right team to help your team get better results with digital marketing.