Why you need Quant?
If your PPC is stuck under a glass ceiling, or if you've ever wondered ‘what if’ then you need Quant.
PPC campaigns generate mountains of confusing data that contains the clues to how to generate more return from your ad spend. But this data is vast and too complex to interpret and visualise in spreadsheets, and would consume endless time in manual analysis; by which time the market will have changed.
In fact just 5000 keywords, bid on 3 match types across 3 search engines, means you have 45,000 return generating assets. Each one of these will accrue cost and return at different levels and rates, dependent on factors like ad position, time of day, week, month or year.
You need to know what the optimum position, cost per click and budget allocation is for every one of those 45,000 assets. Only this way, will you be able to understand how your ad spend is going to be spent to yield the return you want.
By being integrated with your search accounts, ad tracking systems and with the powerful analytical capability to model and predict how all those keyword assets will behave, cost and contribute, Quant can determine the best way to get the return you are after, and find the room for improvement you’ve been looking for.
How Quant works
Quant starts by downloading the historical and current performance data in your PPC accounts and ROI tracking, incorporating first last and mid click data to obtain a full path picture of user interaction and ROI.
Then, using specifically developed data mining and predictive algorithms, it analyses months of minute-by-minute activity. This allows us to understand the relationships between keywords, bid prices, resultant ad position, budget allocation and consumption, audience and impression share, and subsequently click through and conversion.
This allows Quant to compile a complete picture of how varying levels of return are generated at different rates and costs right across engines, networks and keywords; even other display and digital media activity. Thanks to this it can predict what budget and bid strategy will best deliver traffic and sales at a rate that will meet your KPI’s, before automatically refining the campaign.
This modeling and forecasting capability, also provides accurate, lucid and rapid answers to key marketing questions such as:
- How do we sell more of X?
- How much more return can I get out of this budget?
- How much less can we spend whilst still maintaining sales?
- Can we spend any more money on this and if so at what incremental ROI?
- If we gave this another £X, what could we expect?
Quant in action
Quant works out how to increase ROI without increasing budget and models and predicts how changes in ad spend will impact on overall profits. It does this by analysing historical performance data, to understand the relationships between keyword bid prices, visibility, audience capture/conversion and revenue.
What our clients say
"After a thorough review of our business, Greenlight produced a robust PPC strategy and roadmap to deliver an excellent return on our investment. We had regular access to director level input, and on a daily basis were supported by two excellent account handlers. They consistently demonstrated commitment to the partnership and our business success. "
Diane Canady, E-Commerce & Marketing Director Savile Row Company
