Change in Rank
During our analysis of companies offering comprehensive SEO and PPC services we spend time understanding how each online marketing company approaches identifying the needs and objectives of their clients. It is important for vendors to not only listen to what a customer expects from their online marketing campaigns, but it is also important to identify needs and areas where they can obtain additional success.
Search engine optimization and pay per click management campaigns both thrive off of a carefully selected group of keywords for optimal performance. During our analysis of integrated search marketing firms we spend time evaluating their methods for selecting keywords. We also take time to understand how they determine which keywords to use in both contexts and whether those keyword lists differ between channels.
When handling both organic and paid search marketing campaigns, it is important for the vendor to have coordination between different teams. This is to ensure that both sides of the campaign understand what the other side is doing to ensure that the marketing initiatives are comprehensive in nature. We recommend vendors which are able to craft campaigns which benefit both sides of paid and organic search.
We also take an approach to analyzing the strategies which integrated search marketing companies use to decrease or minimize the cost per acquisition for both SEO and PPC campaigns. This involves a look at the cost per obtaining a single customer across different channels in order to understand which marketing initiatives are producing less value than others in order to understand which need the most improvement.
It is a well-known fact that marketing campaigns of all shapes and sizes require extensive and fact-driven reports to be generated. During our analysis we take time to understand the statistics and metrics which are provided to clients in their reports. We also ensure the vendors we are recommending create reports which move beyond the realm of numbers into insightful recommendations on where the take the campaign in the future.