Devised and built over several months by our agency’s Product Development team, the tool monitors the health of paid search marketing campaigns and reverse-engineers Google’s Quality Score to automatically make recommendations that increase performance and reduce search advertising costs. The objective is simple: drive better search performance by providing real-time, data-driven recommendations.
We created DNS to address a universal challenge inherent in today’s search landscape, which is that marketers have an incomplete understanding of Quality Score (the mechanism used by Google to rank the relevancy of a search campaign). Similar in vagueness to that of an individual’s personal credit score, with Quality Score marketers are offered little information about the right timing, ratios or cause and effect of their efforts. Despite spending billions of dollars in the Google auction each year, unlocking the secrets to a higher Quality Score has proven difficult for brands since they have little information about the right timing, ratios or cause and effect that produce the best results.
Through a combination of performance dashboards and optimization tools, DNS helps marketers make adjustments – e.g. more tailored copy or more tightly themed ad groups – that give search campaigns significant lift. Specifically, the platform runs data through proprietary algorithms that are tailored to a brand’s specific goals and calculates a health score based on metrics such as click-through rate, landing page relevance, creative messaging and keyword optimization.
Complementing existing talent and technologies, DNS provides an added technological layer that can evaluate a brand’s overall search health score and performance in real-time. The data identifies why Quality Score or ROI changes have occurred – and, more importantly, provides actionable direction for marketers when it comes to how to adjust the campaign for better performance.
While DNS initially focuses on search marketing programs, the technology is designed for further adoption that will enable 360i to evaluate a brand’s performance across paid and earned media channels by utilizing accurate and timely data. DNS represents the latest in a series of innovations by our internal Product Development team, which is tasked with creating custom-built technologies (such as the 360iRMSTM influencer marketing tool) to drive efficiency across our teams and given brands a competitive edge.
Read more about DNS in MediaPost.