SEO stands for Search Engine Optimisation. This is the optimisation of your website’s visibility in unpaid search results, resulting in you being ranked higher up the listings. Being ranked higher delivers more visits to your website and in turn can improve the volume of sales you’re achieving. SEO is the practice of understanding how the search ranking algorithm works and how user search behaviour can uncover opportunities. This then develops into optimising your website to make the most of the two and bring more customers to your site.
SEO is a long-term strategy approach which is undertaken incrementally starting with on-page hygiene factors then moving onto off-page growth areas. We review and optimise content currently on the website, recommend and develop new content, review the HTML code and ensure it is structured best for algorithms to interpret, ensure keyword density is appropriate and all pages are indexed and listed in the sitemap. Off-page activities include backlinks and inbound link management.
- Site hierarchy
- Internal linking structures
- Off-site authority building
- Keyword research
PPC is the acronym for Pay Per Click. This is the common term for paid advertising on search engines such as Google, Bing, Baidu, and Amazon. Keywords are selected that closely reflect the product or service being offered and an auction occurs between other advertisers bidding on those same terms. A text advert appears at the time of search for customers if your ad has been triggered allowing the user to click and visit your site if your product or service is relevant to them.
Keyword research is the beginning point of every PPC advertising campaign. From this the keywords and ad copy is developed closely in line with the products or services offered. Once the account structure has been developed, the tactics have been defined, and the targets set, optimization holds the key to achieving a high ROI. We utilize a proprietary technology solution we have developed called LiquidAI, to assess performance and make changes at a blistering pace.
- Google Ads (formerly Google AdWords)
Liquid AI – Multi’s Own Digital AI Product
Liquid AI for Google Search is Multi’s own Artificial Intelligence program developed in-house to manage and optimise advertising within the Google Suite of Products (Search, Display, Youtube) – Google Ads.
Artificial Intelligence is a rapidly growing field being applied more and more to the marketing field. Whilst trading bots, programs and platforms have been active with the stock markets and Foreign Exchange for years, the complexity required within the marketing field sees a completely different set of variables and therefore has taken more time to migrate. Multi Media’s Liquid AI for search is set up to deliver finite tuning to highly granular accounts at levels of complexity that humans struggle with.
Liquid AI offers a significant increase in strategic agility when it comes to managing budgets on Google.
The option for directly managing budgets through Google is to lock in set spending and then push campaigns to these limits to ensure spends are met. The problem with this type of budget management is that it minimises the number of targeting strategies that can be managed effectively due to the risk of human error that arise when segmenting the budgets.
Through daily feeds, Liquid AI assembles budgeting data offline, allowing for an unparalleled precision to be achieved in complex budget management. With Liquid AI managing the complexity of the budgeting strategy, we are able to form very granular strategies resulting in 5 to 10 times more campaigns than the average agency. Our campaigns are organised neatly through up to 7 unique targeting environments (YouTube, YouTube Remarketing, Display, Site Remarketing, Search, Shopping and Apps) where budgets
MAID – Multi Audience ID
Off the back of Liquid AI, Multi offer the by-product from the data out of Google that is available once a campaign is up and running.
ID is a tool that allows users to extract, authenticate and analyse in unprecedented detail demographic data utilising Google technology.
By utilising our own customisable AI in conjunction with the standard demographic tools available through Google we are able to vastly expand and improve not only the volume and depth of data available for analysis but also the accuracy.
ID expands on Google’s capabilities in a number of ways:
- ID extracts deep level data using a customised algorithm that expands the pool of search data to be analysed by 100% and engagement analysis by 150%
- ID cleans and authenticates all data at a granular level thereby improving both accuracy of the demographic analysis and accountability of the process
- ID data is then fused with your own specific goals within Google Analytics. These are weighted based on the importance individual client place on each goal
Just some of the other additional benefits ID can deliver include:
- Isolation of demographics with higher conversion potential
- Discovery of previously unidentified markets
- Provides a more complete picture of your demographic landscape
- Deeper understanding of target audience behaviour
- Direct link to revenue via e-commerce
- Identification of new communication optimisation strategies with creative
- Improves targeting accuracy in broader targeting environments such as YouTube and Display