With the Search landscape and E-Commerce environment becoming more competitive, this highlights the importance of having a strong, effective strategy in place to ensure maximum efficiency and value in investment.
In order to produce a 360 degree Search strategy, recommendations will be made on prioritisation between PPC and Shopping and gauging Share of Voice across Search.
Initially, an extensive PPC audit will be carried out of existing search activity and the relevant Paid Search landscape to identify areas of Strength, Weakness, Opportunity and Threat (SWOT), while ensuring strategies involve full integration between all platforms.
Shopping analysis will highlight when a brand’s ads are appearing, when competing advertisers’ ads are appearing and how often they are appearing. As well as recording brand’s coverage based on its own Shopping ads, we can highlight a brand’s overall Share of Voice on the SERP, identifying when the brand is being advertised by retailers.