360i has built a data-driven platform and business model to get better performance from search engine marketing, bringing the agency nearer to reverse-engineering quality score that enables marketers to make real-time adjustments to campaigns.
Jared Belsky, 360i president, said Digital Nervous System, or DNS, was created because marketers spend billions of dollars on search campaigns annually, but lack information on what some might argue as the most important metrics to master the auction -- quality score. Google makes public "the ingredients that go into a quality score," similar to the factors that go in to determining personal credit scores.
"Unlike credit scores, it's very difficult to know the correct ratios, measurements, and timing that go into Google's Quality Score," he said. This is where data becomes more than a targeting tool, but rather information to improve ROI. "To unlock the 20%, you need to understand how each instrument matters in the orchestra."
As search efforts mature and budgets plateau on Google, Bing and Yahoo search engines, it will become increasingly important to look at each component and determine how they influence each other. Marketers must find the nuances to increase return on advertising investments. "Stop trying to find that 20% ROI under a boulder, and start searching beneath thousands of pebbles," Belsky said.
The platform maps back to unlock the mystery of Quality Score, per Belsky. The DNS provides a Health score, with a proxy to track Quality Score that the system can track individually to improve features on landing pages, for example, such as density and page load times.
360i's clients like Norwegian Cruise Line that are using the method to see more clicks on lesser budgets. DNS is not a work-flow improvement tool. It's designed to unlock Google's Quality Score, what some call the "central nervous system of Google's auction."The brand sees color-coded scores with specific recommendations on how to improve the campaign.
Without realizing it, 360i follows the communication industry's lead that supports Quality of Service (QoS). The quality metric was developed as the industry matured to provide better network service and higher returns on investments -- services related to error rates, bandwidth, and throughput and transport of Internet traffic -- similar to the way Quality Scores relates to improving the ROI on search campaigns.