Why Chase an Algorithm When You Can Beat it With Your Own?

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Clicks2Customers' Jonathan Gluckman looks at what sets the rapidly growing company apart from its competitors

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The growth in pay-per-click advertising is rising significantly as more and more companies are experiencing the benefits in increased revenues and lower cost of sales. In fact, IAB released figures showing that paid-for search advertising grew by 22.7% in 2008 to £1.9 billion, accounting for 59% of all online advertising spend in the UK alone.

While these figures are encouraging for the industry as a whole, Clicks2Customers believes that the average company is still not realising the full potential that can come with a well-structured and carefully planned pay-per-click (PPC) campaign.

One of the industry sectors that is increasingly relying on PPC, and one that remains one of the most complex to run, is retail.

"Clicks2Customers has cut its teeth on retail PPC campaigns. This is one of the most challenging industries to service. Due to the nature of the constantly changing prices, products coupled with sparse data sets, building unique pricing algorithms is beyond the grasp of most. Most agencies set up campaigns and allow them to run without proactive management. What they don't understand is that PPC requires constant monitoring of both the qualitative and - most importantly - the quantitative data," explains Jonathan Gluckman, New Business Director at Clicks2Customers.

The company has built up a strong business intelligence teams that include people with post-graduate degrees in Statistics, Data mining and Theoretical Physics. Even the regular team members consist of ex-stock brokers and other folk who are deeply comfortable in the field of analytics.

Campaigns are also set up with multifunctional teams working on them including pricing teams, data teams and adcopy teams. This means that each campaign is assessed and managed from diverse perspectives allowing multiple views of how it should best be structured.    

However, skills like these are not cheap and one the key advantages Clicks2Customers enjoys is its IP base in Cape Town South Africa.

"A company running a 50 000 dollar campaign is typically spending 5 000 dollars of that just on the management fee. We are able to pay our top-notch skills in South African rands - running at roughly a tenth of the US Dollar. This means we can afford to commit the necessary time to ensure a campaign is working for all parties. We are also in a position to take more risks with our own time and money before we launch a campaign for a client," Gluckman explains.

And risk is something Clicks2Customers understands well. Its entire business model is structured around shared risk. A company will only pay based on increased revenue from the campaign. What is more, Clicks2Customers will do a full audit on an existing campaign before it takes on any new work. Should Clicks2Customers not be in a position to improve on the campaign, it will not work on the campaign.

"You don't know how much you don't know until you find out. At the very least an engagement with Clicks2Customers will give a company a full insight into their PPC strategy and how it's working. However, we have found that there are very few companies that can't improve on what they are currently doing, especially by using our technology and skills," Gluckman enthuses.

The company was built around technology that was developed by a world-class in-house team. The proprietary software at Clicks2Customers is constantly put through its paces and Clicks2Customers work closely with search engines, running beta tests with the likes of Google on a regular basis.

"Companies specialising in search are generally using acquired technology such as Kenshoo, Marin, Doubleclick, Omniture and the like. It's a bit like giving a Formula One car to an average driver. Because we have built our own technology we know it inside and out. We are able to scale and tweak our technology to fit each campaign. This means we are in complete control and are able to deliver exactly what is required when it is required. It is for this reason that we have seen such amazing growth in both our clients and the value of the campaigns we run. We believe the calibre of our clients is our best reference," Gluckman concludes.

uk.topseos.com, the independent authority on search vendors, ranks Click2Customers as the #1 PPC Company for September 2009 and is proud to call them the best.


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Jeev Trika
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