Google AdWords & Microsoft BingAds
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.
INTRODUCTION & CONSULTATION
We typically start a relationship with an introductory call to assess a prospective client’s needs- this allows us to understand the specific objectives, challenges surrounding the goal, and specific nuances of each business we service. Typically we can make an informal proposal for a split A/B test against current client processes. After an agreement is made, we move on to the testing phase.
Once clients share advertising data via agency access or through other internal methods, we can begin the modelling and test process. This period typically lasts 4-6 weeks, and is completely complimentary because we believe in our technology to provide superior results.
In certain cases an extension to 12 weeks can be arranged for a nominal fee. This allows for a more robust test, with more detailed recommendations and analysis.
RESULTS & ANALYSIS
When the testing period concludes, we compile the results and present the findings to the client. After review, we typically discuss pricing based on the performance that we deliver. SmartLens believes in adding value for our clients, and so we look for arrangements that are mutual beneficial. This is core to our ethos as we believe in providing results before generating revenue for ourselves.
ON-GOING SUPPORT & COMMUNICATION
After a formal agreement, we provide access to our intuitive performance and management platform to allow clients to monitor operations and adjust targets. We often schedule regular client engagements in an effort to embed our team into our client organizations. This allows us to better understand your strategic goals and approach the relationship in a more nuanced manner. We often find that custom data integrations at this point can further improve client performance, and can customize the platform interface to cater to individual business needs.
WE’RE ON SLACK
Need a quicker, more efficient way of communicating with us? Slack access can be provided for your point-of-contacts for efficient communication and support!
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.