Integrated Approach

Our integrated approach covers two main functions, an integrated PPC approach and integration with other channels.

Integrated PPC

• Sponsored ads
• Maps
• Geo targeting
• Mobile
• Display Network
• Phone call tracking

We use a combination of the above channels to find the optimum mix for best performance. With universal search some of these channels enable us to dominate more of the SERP.

We also test different channels to understand how user behaviour differs. I.e. are mobile users using search to find info, map location, phone number etc, or are they converting?

Cross Channel Integration

PPC is a great conversion channel but cannot drive searches alone. Other advertising channels help fuel brand awareness, promote a specific offer etc. However, in most cases the user ends up carrying out a search online.

We look to analyse the influence of other channels.