'Net Features : iprospect

Audit Paid Search Campaigns with New Service

Allison Howen — Tue, 29 May 2012 18:00:00 GMT

Digital performance agency iProspect has launched the Paid Search Audit Service, which is a pay-per-click (PPC) analysis that evaluates the performance of a brand’s online marketing campaign.

This new tool enables businesses to leverage iProspect’s paid search experts in order to increase profitability and identify lost revenue opportunities.

The Paid Search Audit Service reviews a company’s Google AdWords and/or Microsoft adCenter PPC performance in order to identify marketing gaps and opportunities. Then, the service offers recommendations that can help to improve the business' paid search campaign performance.

The platform is also customized to fit a brand’s needs, and can be used as either a one-time service or ongoing engagement.

“iProspect is constantly looking for ways to solve the business challenges of our clients through new and inventive digital performance strategies and tools,” says Jeremy Hull, associate director of paid search, iProspect. “With our new audit service, small businesses can now receive the same analysis and insights that we provide to our portfolio of clients, which include some of the world’s largest and most prestigious brands.”

Examining Affluent Males’ Web Preferences & Behaviors

Pete Prestipino — Wed, 02 May 2012 15:53:00 GMT

Knowing your audience is one of the fundamentals of success in digital marketing – or any marketing, for that matter. And while their reputation may be battered and bruised in the wake of the 1 percent ruckus, marketers consistently and continually want access to one group in particular – affluent males.

A recent study by search marketing agency iProspect reveals some interesting information about this key demographic. According to the research, there are 19 million affluent men on the Web – defined as over the age of 18 with a household income of at least $100,000 – and they are researching, shopping and spending more than ever.

Highlights from iProspect’s “The Affluent Male: What His Online Behavior Can Teach Luxury Brand Marketers” study include:

- 40 percent are shopping online at least twice a week, and those shopping multiple times are spending over $30K annually.

- The vast majority of affluent males (91 percent) access a PC at least once daily while 77 percent have a smartphone and 50 percent have a tablet.

“The old adage that men hate to shop is being upended by the digital experience. Not only are affluent men shopping online more, but this demographic is doing extensive research, shopping and then purchasing online, which provides advertisers with multiple touch points to reach him. Understanding the habits of the high-end consumer allows iProspect to help our clients develop well-integrated digital campaigns that connect with this audience and deliver results," says Robert Murray, global chief executive officer, iProspect.

It is this group’s advertising preferences that are likely of the most interest, however. In terms of visibility, 71 percent of affluent males have seen ads on a PC while just one in three have seen them on mobile phones or tablets. On the whole, however, affluent males are more engaged with search than the general public. In fact, 96 percent used search to learn more about products, so it should come as no surprise that search ads, especially for mobile devices, remain top-of-mind for marketers looking to increase engagement with this audience.

“By all indications, this segment has untapped purchasing power which can and will trickle down to non-luxury brands,” says Murray. “The best digital marketing strategies integrate practices across all channels. For brand managers, knowing how to effectively communicate to affluent men will be a key factor to success in an increasingly digital world.”

Display Ad & SEM Study from iProspect

Pete Prestipino — Tue, 12 May 2009 13:40:00 GMT

Despite considerable speculation about the relationship between search engine marketing and online display advertising, findings from a new study from iProspect indicate that the two channels have a closer relationship than many marketers may have thought.

iProspect's Search Engine Marketing and Online Display Advertising Integration Study shows that Internet users initially respond to the medium as follows: 31% respond by directly clicking on an ad; 27% respond by searching for the product, brand, or company by launching a search on a search engine; 21% respond by typing the company Web address into their browser and directly navigating to the website; and 9% respond by investigating the product, brand, or company through social media venues. Overall, 52% of Internet users actively respond to online display advertising.

But beyond Internet users' initial response to online display advertising, the study also reveals some interesting findings when the latency element is taken into consideration. When asked how they eventually respond, nearly half of Internet users (49%) who respond to online display ads (52%) launch a search on a search engine for the company, product, or brand that was the focus of the ad to which they were exposed. This figure is comprised of those who eventually perform a search and visit the website from the search results (38%), those who do the same but actually purchase the product (14%), and those who perform a search but do not click on any of the results (11%).

Other key findings from the study include:

One third of Internet users (33%) who respond to online display advertising eventually purchase from a company/offering with which they are familiar - more than twice the number who eventually purchase after learning of an offering/company for the first time from online display advertising (14%).
Nearly four in ten Internet users (38%) who respond to online display advertising learn about a brand for the first time as a result of their exposure to this type of ad.
9% of Internet users who respond to online display advertising initially respond by investigating the product, brand, or company through social media venues or message boards.

"At the end of the day, the findings from this study closely tie search and online display advertising together," said Robert Murray, CEO, iProspect. "Overall, they tell a story of improved efficacy, which is a message that marketers should find particularly compelling during these trying economic times when they are being asked to do more with less."

"Clearly, this finding underscores the close relationship between search and online display advertising," said Misty Locke, President, Range Online Media, and Chief Strategy Officer, iProspect. "First, it speaks to the power of display to drive search, and it demonstrates search's ability to boost the effectiveness of display. However, it also quantifies the risk associated with not supporting the display channel with search engine marketing. Obviously, marketers who fail to do so will be missing out on a considerable portion of potential website visitors, and as the stats show, customers. The findings also speak to the need for marketers to implement attribution modeling that is created with their needs in mind. This is key to understanding not only the impact of search and display on conversions, but also the impact of all of their online tactics."

Offline and SEM Integration

Administrator — Mon, 04 Aug 2008 14:01:00 GMT

An iProspect study reveals that 45% of search engine marketers do not integrate their search marketing efforts with offline channels, indicating a big disconnect between SEM strateg and user behavior.

What's the reason for the failure to integrate? The study shows the lack of integration can be attributed to a number of factors, including: lack of budget (19%), lack of human resources (15%), not considered (13%), lack of senior management buy-in (11%), and separate people managing search marketing and offline channels (11%).

"There's no question about the combined power of search and offline channels -- that is well established," said John Tawadros, Chief Operating Officer, iProspect. "What's missing from this equation is the right environment. To truly push integration forward - and fully reap its benefits -- it is incumbent upon the CMO to break down the silos, eliminate the obstacles that plague its progress, and create a culture that rewards integrated efforts."