Our campaigns begin by defining the personas for the target audience and identifying the key markets that will be most beneficial for our client. Through a combination of best practices, research, and competitor analysis, we determine a list of highly-relevant, brand and regional-specific target keywords.
We develop ad copy that highlights the unique selling points of the business, while maintaining the brand language and embodying your brand experience. We ensure a consistent message and use a variety of ad sitelink and enhanced sitelink extensions in the ad campaigns to ensure that the ads provide easily accessible and relevant information to the consumer.
We strategically bid on a variety of relevant demand-drivers to capture market demand of repeat visitors already searching for the brand. We also capture the external demand of “uncommitted” consumers. Digital Panda adjusts ad group and keyword bids as appropriate to ensure that the campaigns are meeting the performance goals.
When relevant, Digital Panda creates unique campaigns for each targeted language, ensuring that keywords, ad copy, and landing pages are accurately translated to the specific language, and adhere to the nuances of different cultures. We geo-target each language-specific campaign across the regions and markets within which the language is spoken.
We know the importance of audience patterns and online behavior when determining the success of online campaigns. We use a combination of information gained through onsite analytics (Omniture, SiteCatalyst, Google Analytics), SEO monitoring tools (Conductor Searchlight, BrightEdge), and additional available tools (Webmaster Tools, Google Insights, Google Trends) to provide a well-rounded view of campaign efforts.