We are thrilled to announce that NMPi by Incubeta has been shortlisted at The Travolution Awards 2020 for the Best Use of Social with Eurail.
This award is given to a digital marketing agency and/or travel organization that utilized a variety of social media channels to ‘build brand affinity, hone marketing messages to key target groups and drive brand loyalty and advocacy’, and we are delighted for the nomination.
Our teams worked tirelessly, utilizing images captured by Eurail’s clients to create an engaging and seamless user experience across social channels. This method boosted Eurail’s brand awareness and presented a more genuine customer experience that was appealing to prospective travelers.
We are elated to have been recognized for our team’s hard work and dedication, so keep your fingers crossed for December 3rd when the winner is announced!
We’re excited to announce that NMPi by Incubeta has been shortlisted for a further 5 awards, following our recent success at the UK Search Marketing Awards. This time it’s the International Performance Marketing Awards (iPMAs) and we’re thrilled to have been shortlisted in the following categories:
Best Performance Marketing Campaign – USA: NMPi by Incubeta for M&S International: Not all International Markets are Created Equal
Best Performance Marketing Campaign – Western Europe: NMPi by Incubeta for Quintain Living (formerly Tipi): Closing the Online/Offline Gap
Best Use of Data: NMPi by Incubeta for M&S International: Not all International Markets are Created Equal
Best Use of Programmatic: NMPi by Incubeta for Lovehoney: Stimulating Display to Reach a Performance Climax
A huge congratulations to the teams who worked tirelessly on these campaigns. While we may not be able to celebrate in person, we’re keeping our fingers crossed for more good news at the virtual awards ceremony on November 24th.
Search marketing is fundamental to the success of most businesses. Yet despite its importance, most advertisers still don’t know the true value of their activity. With approximately $332 billion being spent on paid advertising – without advertisers understanding the true value of search – one has to wonder what percentage of that is unnecessary spend.
Each year an excessive amount of capital is spent on AdWords, particularly for brand and brand generic terms. Data research from 2018 shows that on average, advertisers (in profitable industries) spend over $2 billion dollars annually on branded search – an astounding figure, which will only have increased in the last two years.
We’ve seen brands paying close to $200 for certain terms. With advertisers practically throwing money at Google for brand generic terms, one has to ask, do these businesses really need to spend this much? Wouldn’t it be better for all if paid ads were only served when they were needed, and only when they delivered incremental value over organic traffic? Branded search should be floating your boat, not sinking your ship…
How Seamless Search can Help
Ludicrous though it may seem, advertisers are constantly outbidding competitors for paid spots (even when the consumer searches for a brand by name), for fear of being knocked down the SERP. The cost of bidding on one’s own brand generic terms is steadily burgeoning and the use of a coordinated marketing campaign, in which organic and paid search are managed together holistically could reap rewards in both business expenditure and ROI.
If businesses had a tool that recognized and implemented bid adjustments to secure top spots, reduced spend on positions already covered organically, and re-invested these savings into other channels then that would be a real game-changer.
Here is where Seamless Search comes into action. Seamless Search gives advertisers confidence that they are maximizing performance from their search marketing by enabling them to understand exactly how much their paid strategy cannibalizes their organic strategy and vice-versa.
Using machine learning, the platform assesses thousands of internal and external factors that impact the correlation between your paid and organic search, determining the true value of each channel.
To do this four separate reports are loaded into Seamless Search (keyword, ad group, campaign, and search term) and the technology goes through the following stages:
The data goes through a processing procedure (normalizes, cleans, filters, and splits data to be compatible with our software)
The data goes through a bid volatility analysis and enters the learning stage (this takes between 4 and 6 weeks)
Keywords/Devices are then grouped by characteristics (such as impressions, impression share, CTR, CPC, and max CPC)
Model creation through regression prediction (Gradient Boosting on Decision Tree)
The data is processed via Python
An optimum bid calculation is made and stored in BigQuery
Changes are applied to your account via API, and your bids are fully automated through Seamless Search
Once the platform has your data, it can automatically make paid search bid adjustments to optimize and achieve incremental revenue. If you have a high organic coverage, then Seamless Search will recognize this and adjust your bid accordingly, thereby reducing the risk of wasted expenditure whilst allowing you to reinvest your savings into other channels.
Don’t let brand spend dominate your budget – manage your search marketing activity with confidence, and ensure that capital is spent in areas that drive true value.
To find out how Seamless Search could support your business, and drive effective investment decisions, request a free true search projection today.
Last week, for the first time ever, we showcased our award-winning technology, Seamless Search.
This brand new software, is the first search management platform of its kind, enabling marketers to manage paid and organic search holistically.
Paid search advertising expenditure currently accounts for 41% of total digital media spend globally, yet the relationship between organic and paid search is complex. Until now, there has never been a way to see the true value of search.
Seamless Search allows advertisers to identify their true organic coverage, thereby reducing the risk of unnecessary bid spend and allowing them to answer questions such as:
Should I pay to bid for keywords I already have a high organic coverage for?
How much does my current paid strategy cannibalize my organic strategy?
Should I pay for my brand and brand generic terms?
What paid position should I take based on my current organic coverage?
So, how does it work?
Using machine learning, Seamless Search assesses thousands of internal and external factors that impact the correlation between paid and organic search, determining the true value of each channel.
Post-assessment, the platform generates a clear report, outlining the actual contribution of paid and organic search to your business performance metrics (such as sales). Seamless Search also has its own bid automation engine, enabling advertisers to make paid search bid adjustments based on current true search performance.
Having a sound understanding of true search performance drives game-changing results and on average our clients see a 25% revenue uplift at an average increase in efficiency of 20%.
How is it different?
As our Director of Strategy, Damien Bennett comments: “There are many great search tools that look at paid and organic search in isolation, however, there are very few that are able to help advertisers manage across both search channels. Seamless Search will help advertisers get the most from their overall search marketing by giving them confidence in how the two channels impact on one another.”Most search marketers are forced to adopt an approach where their paid and organic search channels are managed separately, meaning optimization decisions aren’t considering the true value of each channel, and investment decisions are therefore sub-optimal.
Our Head of Product Development, Fred Maude discussed how Incubeta saw “that there was an opportunity to use machine learning to help search marketers fully understand how their organic coverage affects paid performance and vice versa”.
Incubeta’s Seamless Search will allow advertisers to manage their search activity holistically, enabling them to optimize their paid search activity based on the channel’s true value.