Why you need Market Monitor
When you come to critique and manage a campaigns and understand the effects you’re are seeing, its instinctive to focus on what you can see. CTR, Average CPC, Average Position, and any of the other metrics reported. Obviously that’s good place to start, as there is a tremendous amount of very lucid data provided by the search engines on your campaign.
However, your search engine marketing campaign doesn’t operate in a vacuum. You’re effectively moving amongst a busy and opaque marketplace of other vendors, all bidding as hungrily, throughout the day, week and month, and their actions affect the marketplace.
Actions such as:
- A change in the promotional aspects featured in competitor ad creative’s,
- A sudden entrance or exit by 1 or more large brand competitors,
- A close competitor vastly increases their budgets and starts taking more impression share
- A competitor who’s aggressively in the market at specific times, and is absent the rest.
Actions like these will impact on the audience by way of effects on click through and CPC’s at varying ad positions, which factors in to bid and budget modelling, impression share, which all funnel down to the bottom line of your campaign. It’s also possible that certain competitors entering and exiting the markets at certain times make the market more or less worth participating in, period.
Market Monitor continually mines and records these aspects across your campaigns to fill in the gaps, and provides the backdrop for a more considered analysis of performance.
How Market Monitor works
Market Monitor works by taking your keyword set and mining search results on a continual daily basis, and extracting key data on paid advertisers from the page, including:
- Brand
- Domain
- URL
- Ad position
- Ad creative
- Destination landing page
- Tracking tools
- Affiliate participation
This data is fed into our Keyword Advertiser History database, where it is drawn on by campaign managers, clients, fed into reports, and the predictive algorithms in Quant, to understand the state of the search engine results at any one time, and how they impact on performance, so action can be taken, and allow future actions to be better co-ordinated for better ROI.
What our clients say
Paid search presents us huge amounts of data, and you can get too far into that sometimes, without realising what you aren’t seeing. Market Monitor provides us with an analysis that we can’t get through search engines, and our campaigns are better managed as a result.
Search and affiliates manager, “A leading credit card company”
