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体育平台app Web Design  /  体育平台app  /  Solving the agency search intelligence gap

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30-second summary:

  • Agencies are particularly struggling to find ways to gain a broad view of  the   search  market.
  • Many agencies rely too heavily on Google tools which on provide top-level  search  insights and need better tools.
  • COVID-19 is resulting in surprising search  results and agencies are having trouble explaining  the se outcomes without proper data.

Search  advertising is one of  the  most dynamic and rapidly evolving areas of  the  advertising ecosystem today. And as  search  continues to emerge [1] as  the  barometer by which all other advertising activities are gauged,  the  need for sophisticated  search   intelligence  has never been higher.

Yet, agencies, in particular, are continuing to have difficulties deriving the   search   intelligence   the y need and finding ways to unlock  the  potential of  the  insights that  the y already have on hand. Moreover, as agencies continue to invest in more data-generating tools,  the y are having to sift through more data than ever, and are struggling to keep up.

With that in mind, below are some key items agencies should keep in mind when it comes to their search intelligence infrastructure and how they can get the best out of it.

Agencies only have a fragmented  search view

The   search  landscape is vast and continues to reshape itself on a daily basis.  The refore, having  the  most comprehensive view of  the   search  landscape and all its nuances is imperative to driving success and making  the  most informed decisions possible. And data is  the  key component in building this holistic view.

Incomplete and inaccurate data can not only depress campaign effectiveness but can also have detrimental impacts on an advertiser’s standing versus competitors. For example, without high-quality data insights, it becomes impossible for advertisers to detect when competitors start to encroach on the ir brand terms — among other things. However, with  the  proper data tools in place, agencies can build better strategies for clients so that  the y can achieve maximum ROI and protect  the ir market position.

Google tools don’t allow for proper performance analysis

While Google does provide a top-level view of  search  performance it does not nearly do so in  the  depth that is needed for agencies to be able to properly explain performance to  the ir clients, particularly as it relates to competitor activity. Agencies need to be able to quickly justify why performance has changed and what steps can be taken to address  the se fluctuations — positive or negative. And Google [2] simply does not allow  the m to do this. Additionally, without a comprehensive set of insights, it can be very hard for agencies to justify budget needs to the ir clients as well, and how to counteract  the spends that other competitors are dedicating to certain segments. So agencies should be very wary of only relying on Google’s analytics tools.

Explaining  the COVID-19 effect

As   COVID-19 has disrupted consumer online and search behavior it has also materially impacted the   search  industry. From differences in  the  types of  search es to a growing prevalence of local  search as individuals looking to stay closer to home amid  the  pandemic,  the  entire  search  industry is scrambling to make sense of what may unfold next as a result of  the  current crisis. In addition, as we continue to move towards  the  conclusion of  the pandemic,  search professionals are also being tasked with figuring out which pandemic era trends may stick around and which ones won’t, adding a further layer of complexity to this already hectic period. Questions like, “which industries will emerge first?”, as well as, “which competitors will emerge fastest?” all need to be answered.

Luckily, by embracing a more ‘whole-market’ approach to data, agencies can quickly make sense of  the changes that are occurring and deliver data-driven explanations to clients seeking answers for why an unexpected outcome took place. Furthermore, agencies can keep track of which pandemic era trends seem to have “staying power” and game plan accordingly.

Enabling a holistic view

Given how many different silos exist organizationally at agencies, it isn’t surprising that synthesizing all of  the data that exists and reporting on it is hugely labor-intensive. This can be particularly challenging for agencies that are assessing strategies across  the  full complement of clients’ advertising activity, including traditional channels such as TV and radio along with other digital channels like mobile and paid social in addition to  search .

Breaking down  the  walls that exist between  the  different branches of agencies is  the  only way to get  the  “truth” when it comes to reporting. This means making sure that  the data is fully harmonized, comparable, and accessible through an integrated tool that provides the  right capabilities for each  agency  role. AI can also play a critical role in creating fast, highly usable insights that can quickly translate into action. . This integrated and intelligent approach will cut down significantly on time spent generating reports while also making an  agency ’s performance much more agile, effective, and accurate.

After having to deal with a tremendous amount of upheaval and rethinking over  the  last decade,  the  idea of having to adapt is not a new one for agencies. Yet, while agencies have done well to roll with  the  times thus far,  search still represents a bit of a pain point. However, by re-examining the  current state of  the ir data operations, agencies can boost the ir  search   intelligence  exponentially, while making  the ir entire business more intelligent as well.

Ian O’Rourke is CEO at Adthena and Stephen Davis is the Global Product Leader for Media Intelligence at Kantar [3] , a leading British market research company.

References

  1. ^ search continues to emerge (www.searchenginewatch.com)
  2. ^ Google (www.searchenginewatch.com)
  3. ^ Kantar (www.kantar.com)

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Search Engine Watch provides news and information about search engines and search engine marketing.

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