Search Marketing

With a flow through process that identifies the right keywords and phrases, optimizes your site and then builds and submits comparison shopping feeds, One to One Interactive focuses on delivering you higher-quality traffic that produces a better return on your search investment. Search engines are a great way to find new customers. With over 100 million searches conducted each day, there is unlimited opportunity to intersect with potential customers at the exact moment in time they are seeking your products, services or content.

One to One Interactive specializes in helping organizations navigate the challenges of creating and implementing a cost effective search engine marketing program. With a flow through process that identifies the right keywords and phrases, optimizes your site and then builds and submits comparison shopping feeds, One to One Interactive focuses on delivering you higher-quality traffic that produces a better return on your search investment. Our two primary search engine marketing competencies are Search Engine Optimization (SEO) and Paid Search Marketing (SEM).

Search Engine Optimization (SEO)

The One to One Interactive Search Engine Optimization (SEO) Approach considers all internal and external factors that can affect natural search rankings. We start by analyzing any existing or past results, log files, data, site structure and content, and then compare the analysis to the competitive online landscape. After an assessment of your current natural search situation, we will develop a multifaceted strategy that incorporates recommendations with regards to site content, architecture and linking, in order to insure that your site(s) rank highly on critical keywords. Some of the areas that One to One Interactive addresses as part of our Search Engine Optimization services include:

Our Search Engine Marketing team is closely aligned with our information architecture,  creative, and technology groups throughout the entire design process, ensuring that our recommendations take platforms, content, user needs and business objectives into consideration in any major strategic decision.  Additionally, One to One Interactive works with clients to define metrics and benchmarks up front based on the client’s business goals in order to evaluate and measure SEO success, assess inbound traffic volume and performance metrics, visibility scores, and incoming links.  One to One Interactive can also provide frequent reporting and ongoing recommendations for updates based on testing and research findings, new site content, or changes in business objectives.

Paid Search Marketing (SEM)

One to One Interactive’s paid search strategies employ a wide range of tactics and options that take top search engines, content networks, vertical search, PPC directories, local search tactics, mobile search, and other tactics into consideration. One to One Interactive has received special recognition for our numerous Paid Search Marketing initiatives over the past 12 years.  We have developed successful campaigns for clients with a range of business objectives across a number of industries. Our process has three main phases that span:

Campaign Strategy

A robust Paid Search Strategy starts with a deep understanding of the client’s business goals, target audiences, and past & future marketing plans. In conjunction with a thorough client discovery process, One to One Interactive conducts research to understand the competitive landscape and potential opportunities before designing a strategy and making recommendations, taking into consideration:

• Tactics and Engines
• Keywords
• Creative
• Targeting
• Campaign Measurement, including recommended success metrics
• Optimization and Testing Plan

Our paid search strategies employ a wide range of tactics and options that take top search engines, content networks, vertical search, PPC directories, local search tactics, mobile search, and other tactics into consideration.  In addition, our strategies often incorporate a testing plan developed in conjunction with our Measurement and Analytics team.  While we are always testing new keywords and creative, this plan provides us with a greater level of insight through A/B and multivariate testing on landing pages and other campaign elements.

Campaign Implementation

Once a strategy is approved, One to One Interactive begins to build and refine search creative, setting up campaign elements with each engine or online property. If the strategy calls for creative development, the One to One Interactive creative services group is employed to develop compelling creative for each online medium.

As a final step, all necessary tracking is put into place by the measurement and analytics team, providing ongoing campaign reporting and support for optimization and testing initiatives.

Campaign Management

Once the paid search campaign is launched, One to One Interactive moves into Optimization and Management.  We typically optimize daily, weekly, monthly, and quarterly based on different criteria and specific campaign goals. One to One Interactive provides frequent comprehensive reporting with analysis of campaign and testing results, including details on optimizations and recommendations for changes moving forward.  For many of our clients, we modify and expand campaigns on a quarterly basis over the course of a number of years.

In these situations, we also provide a quarterly summary of results, major findings, and recommendations for testing and expansion.  If a campaign has a specific time period to be in market, we will provide a wrap-up report on the entire program, including recommendations for any future campaigns as well as any financial reconciliations.