| Underlying Cause(s) |
How To Correct |
Mercury Solution |
|
Paid search cost per conversion is high and getting higher.
|
Use predictive modeling to find the most cost-effective bids and increase the number of bids managed.
|
BidSlash
uses the most sophisticated modeling available (machine learning) to find the best keyword/geography/time of day/bid combinations. It also automates the bid process so that more bids can be managed (hundreds of thousands). |
|
The post-click experience is the same for everyone.
|
Create a differentiated experience based on what they are responding to and their area(s) of interest.
|
Our ClickMorph
tool enables the Mercury team to test and optimize differentiated post-click experiences for our clients. |
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There’s no follow-up with unconverted hand raisers.
|
Provide incentive to self-identify and capture email for follow-up communication.
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The Mercury team will build an offer of a personalized newsletter (content/offers) into the
ClickMorph environment, with the personalized e-newsletter
being powered by Mercury InfoLink.
|