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A/B
Testing Strategy
After an extensive analysis of your sponsored
campaign, Enquiro determines the quick wins, low
hanging fruit, and other opportunities to meet
your unique business goals through your
sponsored campaigns. Whether it is changes to ad
messaging or landing pages (or whatever else
offers the opportunity for improvement), Enquiro
devises a robust testing strategy to improve you
current campaign, using each stage as the
baseline for future testing, and refining one
controllable element at each time.
The end result is a complete testing framework,
guidelines, and action plan to greatly improve
your current sponsored campaign.
Once signed off, Enquiro conducts the tests,
making ongoing improvements over the agreed upon
timeframe, and reports on the success of the
campaign – clearly meeting your unique business
objectives.
Search
Maps
How do prospects initiate the buying and
marketing cycles as it pertains to your website?
In other words:
• How current clicks are first made aware of your website?
• What drives them to your website?
• Is there a difference between those prospects that come from Search, as
from Social Search, or contextual links?
Enquiro then answers whether or not there are
opportunities, direct areas for improvement,
based on both a current state and competitive
analysis.
When accompanied with the Conversion Audit and
Content Development Strategy, Enquiro can
greatly improve the entire prospect engagement
with your website and brand.
SERP
SWOT Analysis
SERP – Search Engine Results Page
SWOT Analysis – Strengths, Weaknesses,
Opportunities, and Threats
SWOT Analyses are a staple of a complete
marketing strategy; however, oftentimes
companies do not dedicate the same marketing
vigor to their website as to offline and
traditional mediums. In fact, the vast majority
of companies think that their brick-and-mortar
competition is their online competition, but
rarely this is the case.
Before Enquiro can align a total marketing
strategy for your website, it needs to know what
are the current strengths and weaknesses, what
are those things that your company can directly
control to improve Search rankings and
visibility. As well, Enquiro needs to look at
your position in the competitive landscape and
derive recommendations for your website to
become 10x better instead of 10% better.
Our own eye-tracking and Search research shows
that in order to attract and coach through
prospects, your brand has to not only be visible
for keyphrases in the right search engines, but
it also has to stand out from the visual and
competitive landscape – leveraging hitbolding
and messaging to net fixations and clicks.
Enquiro’s SERP SWOT is integral to making sure
that happens.
Sponsored Campaign Audit
There are four elements to a successful
sponsored campaign:
1. Targets qualified prospects (the right keywords and the right engines)
2. Coaches clicks and conversions (the right messaging and landing pages)
3. Can be quantified (the right tracking, analytics, and appends)
4. Has a positive ROI (everything combined)
If your current campaign has hit a plateau and
you are not getting the results you need;
Enquiro’s sponsored audit is a complete current
state analysis of your sponsored campaigns –
what is working and what isn’t working. The end
result is a complete list of recommendations and
a robust action plan for “kick starting” your
current campaigns to make them more profitable.
Sponsored Campaign Set-Up
Usually this deliverable exists as an extension
of a Target Customer Profile, a complete
Representative Persona, and a Sponsored Keyword
Analysis.
Enquiro, through a complete understanding of
your target market and the keywords used (based
on search volume potential, traffic potential,
and resonance with your market and potential
customer) sets-up a complete sponsored campaign
for your company. Our expertise extends to PPC
ads, Paid Inclusion, Contextual Ads, Graphic
Ads, Mobile, and Video. Enquiro’s mandate is to
attract qualified clicks through the best
sponsored channels available to your company.
Set-up includes creating ads and campaigns,
consulting on building appropriate landing pages
and website content, integrating the campaigns
into your company’s analytics tools (for
tracking), and uploading the campaigns into the
best sponsored channels and engines available to
your company – but that best meet your business
goals.
Sponsored Keyword Analysis
Any marketer will tell you, everything is about
language… your write for your audience in a
language they are familiar with, what’s more,
you have to be able to listen in that language
as well.
Using multiple proprietary tools and an in-depth
understanding of your target market (Target
Customer Profile, Personas, Analytics Audit),
Enquiro prepares a list of keywords with the
best potential for reaching your audience,
qualifying clicks, coaching conversions, and
having a positive cost ratio for your future
sponsored campaign. Enquiro’s analysis includes
branded terms, product terms, qualifying terms,
and “long-tail” opportunities often overlooked.
However, the key is to ensure the words best
match your unique business goals and rules.
Sponsored Strategy Design
Is a sponsored campaign right for you? Before
you can answer this question, you need to know
if this marketing channel will be profitable and
affordable; will it help you to meet your
business goals; can it be tailored to your
specific business rules?
Enquiro’s Sponsored Strategy Design is a
building block for implementing a complete
sponsored Search campaign. It shows you how to
target your potential customers; what engines
are best for you; how to pick the right keywords
– but most importantly, it answers whether or
not a sponsored campaign is the best, or a good,
option for building and netting the right kind
of traffic.
Sponsored Management
Enquiro has successfully run campaigns for
highly targeted niche companies to major global
operators, but the key to our success has always
been with starting with the end user in mind.
Our campaigns are never cookie-cutter produced,
they are tailored to you and your unique needs.
As well, our management is not restrictive to
bidding and positioning strategies – we are not
happy with achieving a plateau after growth. One
of Enquiro’s core philosophies is continual
improvement, and we bring that philosophy to our
management. We consistently test, refine, and
add to our campaigns – were always looking to
the next big thing and how we can transition
your campaign onto that new ride. What’s more,
we are constantly using our research to further
clarify user behavior and putting those
innovative insights into practice with both our
organic and sponsored management.
Contact Enquiro Organic for more
information on search engine optimization
and other B2B search marketing
strategies. |
enquiro research
