Pulse, our in-house tracking and attribution platform, connects the dots between every keyword and conversion, including deep funnel metrics such as a MQL, SQL, opportunity or closure, and revenue, even if these are captured offline. We can also customize the platform to include calculated metrics such as LTV or other metrics you choose.
By layering the SOAR (Scale | Optimize | Analyze | Research) methodology on to our end-to-end deep funnel tracking we build a scalable acquisition model for our clients.
Our strategy starts with thorough business research that leads to data driven decision-making. We believe that intent-driven user experience can only be delivered when searcher persona is built from the get-go.
Consumer research and pain points mapping form the foundation of our keyword and messaging strategy. Keyword micro-segmenting is crucial for high quality score and effective budget management.
Our Data Scientists leverage statistical analysis and predictive models to provide bid and budget recommendations. Our models indicate scale from budget changes or marginal cost per additional revenue from bidding strategies.
Our nano-scale optimization process ensures that your campaigns are optimized for giga-scale growth. We take into account 30+ metrics to optimize campaigns at a keyword level.
By integrating data from marketing automation and CRM, we provide a complete view from click to a closure/revenue for every keyword. Position2’s optimization specialists and data scientists analyze the online and offline data in Pulse to recommend future strategies.
This analysis offers insight into the most effective 1:1:1 mapping, i.e. keyword: ad : landing page combination. We conduct various A/B tests and MVTs using tools such as Optimizely to continuously identify ways to increase your conversion rates.
By bringing our consumer research and account management groups together, we have built a robust research methodology that looks at consumer segments and competitors. Here are a couple of ways we help you:
Here we understand your competition and key hurdles to dominating the space. We evaluate your direct and lateral competitors to ensure we have a well rounded strategy to beat them.
As part of our research, we delve deep into your products and services. In doing so, we identify your key differentiations, problems you solve for your customers, barriers to consuming your products, and how to get around these, UVPs as well as features and benefits. We use this information to build keyword segments, write ad messaging, recommend landing page content and develop a campaign structure strategy.
Scalable and Team Infrastructure
We understand that the team assigned to your paid search program needs to scale as your business grows. Similarly, the platforms, technologies, and systems we use need to scale with your search budget.
Position2 excels at setting up an effective, efficient, and scalable team for you. For clients spending millions per month on paid search, we structure the team in such a way that is cost effective and strategic than hiring an in-house team.
Scalable Operational Infrastructure:
People + Technology + Process
From a metrics perspective, the amount of efficiency we've been able to wring from the Position2 PPC channel in the face of really interesting challenges (increasing budgets and an increasingly competitive landscape, etc.) has been phenomenal.