Over the last decade, our unique approach to data handling, tech execution and interpretation of best practice has seen London based agency Forward3D develop an industry-leading reputation for paid search management.
When we started out as a paid search affiliate in 2004, it was our own money we were risking. Meticulous detail and skill were required to ensure profitable and efficient campaigns. The expertise required and lessons we learned around best practice are still evident in our current approach to running paid search activity for our clients.
One of the most common strategic mistakes in paid search is scaling activity without ensuring the structure and foundations are solid and scalable. This leads to performance issues, missed opportunities, misleading data and wasted time. Because of this understanding, best practice is at the core of our approach. Subsequently we developed proprietary technology to monitor and enforce best practice across our accounts to ensure we never make the mistakes we encountered other people making.
There are best practice guidelines specific to running activity on search engines (and they vary by engine), but there are also client-specific aspects of best practice such as ad copy guidelines and keyword restrictions to consider. All of these can be translated into simple rules which we can code into our platform and be confident that they are being monitored around the clock. This is not just a list of default, out of the box rules we apply, these are bespoke to each client because best practice means something different to everybody’s business.
We are constantly monitoring and updating what we consider best practice, and ensuring we cover more than just traditional search ads by looking at areas such as shopping engines or hotel search and using audience and demographic data within search.
We’ve instilled an “open data” approach to technology that puts data analysis at the forefront of paid search management. Our teams are given the tools and training they need to interpret not only paid search data, but also any other factors that may influence performance. From weather patterns and TV schedules to above-the-line buying slots and product inventory; this data can be factored into analysis and optimisation approaches.
With this wealth of data at our fingertips, prioritising our time is critical, and with this comes automating anything we see as predictable and repetitive. Using our platform to automatically monitor account best practice, automatically produce up to date and accurate reports, and handling recurring pieces of analysis, our analysts have their time freed up to look for the next big thing that will improve client performance.
Our teams at Forward3D adopt an agile approach. We can react quickly, changing our focus to reflect our clients’ business needs or to seize opportunities. Our project management platform, Cardwall, provides complete transparency for clients, sharing what the team are currently working on, as well as the priority of upcoming tasks, all of which would have been agreed with the client. This all culminates in a great client relationship built on transparency and trust, and the feeling that we are an extension of their internal team.
We encourage our teams to look beyond just the paid search activity we run and understand what it really contributes to the client’s business. We want to understand the wider business goals and deliver activity that helps achieve them. This encourages proactivity, innovation and creativity which can be seen in new strategies and tactics, new bespoke tools, analysis and insights.