Google Ads & Bing Ads
PAID SEARCH OPTIMIZATION IS KEY FOR DRIVING DIGITAL ADVERTISING SUCCESS
Direct-response campaigns offered by Google and Bing are directly linked to each campaign asset and results are instantly measurable. Google has for a long time emphasized paid ad results over organic links on desktop- with mobile devices, the scarcity of ad placements drives competition and often given priority over organic content.
THE LONG TAIL
While many business manage thousands, to multi-millions of keywords, traffic distribution has a very long tail; a vast majority of the keywords in paid search campaigns will have very limited number of clicks while a small fraction of the keywords will get large amount of clicks. Manual management usually focuses on the latter, while ignoring the opportunity of the former.
This is a classical statistics problem of low probability events (e-commerce purchases, sign-up form completions, travel reservations) and small samples (clicks, traffic) that is common with the vast majority of keywords in an advertiser’s portfolio. Managing the long tail of digital marketing campaigns has been a challenging problem for business of all sizes trying to succeed in the online space.
SMARTLENS DATA SCIENCE
The SmartLens Analytics approach uses cutting edge machine learning techniques to determine the relevance of many factors in our models, and incorporate that information into optimized bids for individual keywords. Examples of the techniques we utilize are Bayesian estimation, ensemble modelling, and neural networks.
TAILORED MODELS FOR EACH BUSINESS
SmartLens Analytics works closely with our clients to develop personalized models. This approach tailors our platform to specific business needs such as the type of business (vertical, B2B vs. B2C), customer consideration cycles, value of the conversion to produce superior performance against generic solutions on the market.
THE RISE OF AMAZON ADVERTISING
Amazon is not just a data company. It is not just an e-commerce company. And, it will not just be an advertising company.
Amazon’s advertising business enjoyed triple-digit growth in 2018. With the combination of customers with high purchase intent, superior logistics & operations, detailed data & analytics, the majority of the customers starting on Amazon end up buying on Amazon. As more brands see the opportunity and begin to sell on Amazon, competition continues to increase, and advertising on the platform becomes a need rather than a nice-to-have. Launching new products into Amazon’s massive product index seems like an insurmountable task without integrating advertising into your go-to-market strategy.
GOOD ADVERTISING LEADS TO GREAT SALES
The interaction between paid and organic listings on Amazon is even greater than Paid Search channels. A successful ad campaign for your brand often leads to boosts in your organic product listings, increasing sales two-fold.
SmartLens provides a full-service for Amazon advertising, from creating, to managing, to optimizing. The core strength at SmartLens is the unmatched optimization and automation, driven by our machine learning algorithms and data science. We have demonstrated significant improvements for various clients within weeks.
TAILORED MODELS FOR EACH BUSINESS
SmartLens Analytics works closely with our clients to develop personalized models. This approach tailors our platform to specific business needs such as the product catalogue (apparel vs. electronics) and margins to produce superior performance against generic solutions on the market.
At SmartLens, we believe in providing value to our clients above all else. We typically do not charge for our services until a formal agreement is in place- after we have delivered results through testing. Depending on the relationship, we typically charge a small portion of the ad spend affected by our products.