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Paid Search/SEO: Big Money

Okay, get ready to embroider this on a throw pillow: Search Engine Marketing is the most efficient media outside CRM, delivering guaranteed traffic and hyper-relevance. (Yeah, it’s going to have to be a pretty big pillow.) Tight integration between paid search, social digital PR and SEO teams means maximized search marketing performance and efficiencies. Plus, organic and paid search working in tandem can maximize market coverage (SOV)when comparing short-term and long-term coverage or individual keyword coverage. By employing a mix of the latest technology and direct response principles, BKV’s search marketing campaigns drive award-winning results for a myriad of clients and categories.

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Analytics

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Paid Search/SEO and Analytics

How’s that working out for you? Your paid search campaign, that is. At BKV, our analytics team uses marketing mix analyses to help you determine the impact of your Paid Search/SEO on offline conversions and sales, as well as how paid search/SEO ROI compares to other online marketing vehicles. We also employ attribution analysis to determine the role of paid search/SEO in the online sales conversion funnel, and how its components drive conversions. Attribution Analysis gives you important insights into the value of “assist” keywords that drive customers into the top of the funnel.

DRTV

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Paid Search/SEO and DRTV

You may be one of them: You know, the kind of person who feels a profound need to know more before you make a commitment. And it’s exactly that kind of person who helps to create a symbiotic relationship between DRTV campaigns and paid search – by searching for more information and/or responding via the Web. And at BKV, we make sure it works. Landing pages are built specifically to enhance conversion for Paid Search and DRTV; they distill information, and motivate action. And we find that Paid Search is a particularly good vehicle for testing messages and offers before they’re rolled out to TV. Faster and cheaper! Media integration is at the forefront of BKV’s media approach, ensuring cohesive cross-channel messaging and media mix optimization.

Mobile

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Paid Search/SEO and Mobile

With smartphone adoption on the rise and annual mobile search traffic growth in the triple digits, mobile is a crucial component of any paid search or SEO strategy. After all, the mobile user’s mindset is a little different from that of his more situated counterpart; mobile searches tend to be task-oriented, location-specific and time-sensitive. So, keyword selection and bidding decisions must be adapted specifically for this audience.

A paid search strategy tailored for a mobile audience can take advantage of specific ad formats that are designed to yield better performance, like click-to-call, click-to-download or location-based ads. Plus, with new criteria like site performance, usability and download speed now being factored into mobile search rankings, a well-designed site that’s optimized for mobile is more important to SEO than ever before.

Related Projects

Dell SecureWorks

Books of Business: B2B

Services Used: SEM/PPC, Paid Search/SEO

Industry Type: Managed Security Services Provider

BKV joined forces with Dell SecureWorks to manage their online media campaigns and generate sales leads. We also provide consulting for SEO and their Web site to improve rankings, traffic and conversion. BKV is responsible for designing email, landing pages, and banners, as well as LinkedIn profile art for Dell SecureWorks.

CerviLenz, Inc.

Books of Business: B2B, B2C

Services Used: SEM/PPC, Email / Direct Mail, Print, Website Development

Industry Type: Medical Device, Healthcare

CerviLenz, Inc. was founded in 2008 and, shortly thereafter, approached BKV to help launch their brand and new medical device. This innovative device was designed to help clinicians determine the cervical length in expectant mothers and has become a critical tool in formulating care, particularly in diagnosing preterm labor. BKV’s tactics featured a full suite of services, including launching their first consumer and B2B Web sites, running online media campaigns, and managing social outreach to highly targeted groups in the medical field.

Equifax

Books of Business: B2C

Services Used: Direct Response Television, Print, Email / Direct Mail, CRM, Analytics

Industry Type: Financial Services

A global leader in information services, Equifax empowers individual consumers to understand their personal credit information, protect their identity and maximize their financial wellbeing. Equifax came to BKV in search of a cross-channel campaign to build brand awareness while building subscriptions for their suite of credit monitoring products.

Kool Smiles

Books of Business: B2C

Services Used: Direct Response Television, SEM/PPC, Mobile, Social/PR, Analytics

Industry Type: Healthcare

Kool Smiles is a network of local dental offices dedicated to expanding access to quality dental care for children and families in underserved communities. With over 120 offices nationwide, Kool Smiles is built on the belief that all families have the right to receive quality dental care. Kool Smiles strives to deliver the high quality care all patients deserve in a fun and friendly environment.

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Related People

Allison Kolber

Title: Group Media Director – Integrated Accounts
Experience: 8 Years
Twitter Handle: @AlliMK

Since Allison’s days as a Media Assistant began she has been passionate about delivering highly targeted and effective media plans for her clients. Now, 8 years later, Allison has honed those skills into leading multi-channel media teams to deliver results-oriented strategies that pay back. Allison works cross-channel on both integrated and digital only accounts meaning you’ll see success across all media including TV, Radio, OOH, and of course, all things Digital.

Dave Mundo

Title: Vice President, Analytics Director
Experience: 16 years
Twitter Handle: @davemundo

Obsessed with helping clients and marketers improve their bottom line, Dave and his analytics team take yottabytes of client and agency data and actually make sense of it. After we hear him mutter things like “data transformation”, “odds ratio”, and “non-linear advertising impact” he emerges with science-based answers to our clients’ top business questions. How can businesses grow sales by 20% or more by Scientific Attribution Modeling? Will having Big Data goals really help businesses? Dave can answer these questions and a whole lot more.

Just please don’t get him started on his beloved Chicago White Sox (talking about 2005 still gives him the chills) or bowling: he has a 300 game to his credit, despite the odds of that happening being 1 in 18,992 according to Dave. We believe him.

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Zachary LaVoy

Title: Management Supervisor
Experience: 11 years

With over ten years of account service experience at BKV, Zachary LaVoy is seasoned a direct marketer. He excels in campaign implementation, management and analysis -- and has worked with a broad spectrum of media, including all forms of digital, DRTV, direct mail, radio, and print. Over the years, he’s worked with a variety of B2B and B2C clients for lead generation and sales. Zachary has an ABJ in Advertising from The University of Georgia. He managed the BKV Beers softball team in their first winning season in nearly 20 years, and did not even have to pay off any league officials.

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Gregory Lee

Title: Director of SEO
Experience: 8 years SEO, 13 years marketing
Twitter Handle: @GregJLee

Greg began SEO as an integrated part of web development and design in 2004 (the days of Google, Yahoo and MSN) for online lead generating business models where direct response conversion and SEO must work together to achieve internet marketing goals. Later as the search engine optimization research and development technician at an SEO agency, he developed new optimization strategies and tactics based on ever changing search engine algorithms, crawler technology, website technology, search engine services and SEO tools. As our Director of SEO, Greg develops client customized technical and content based website optimization services as well as off-site link building, content distribution and social media influence strategies. His SEO mindset is centered in the zone of acceptance for search engine guidelines to prevent risk of penalties while being forward thinking so that your SEO investment grows organically over the lifecycle of your online property. Whether you are looking for SEO consulting services or the whole package with on-site implementation, Greg and his team are here to assist you along the way.