By Tom Polanski, EVP, eBrand Media and eBrand Interactive

I’m pleased to announce that eBrand Interactive, a full service agency, along with its longtime SEM technology provider, have added new features to our exceptionally successful SEM suite. Already an industry-leader, the eBrand Interactive co-brand has rolled out improvements that have left our competitors grasping at our coattails.

The former SEM manager at Motorcycle Superstore, who has worked with, and for, many of the “celebrity” SEM companies, said to me after an in-depth review of our service, “your technologies, and the quality of your people, positions your SEM solution three to four years ahead of your competition.”  

The eBrand Interactive SEM solution, which includes next generation technology guided by experts, will cut paid search costs and significantly increase revenue while enhancing the return on ad spend.

Typically, eBrand Interactive clients will see about a 35% lift in revenue and an enhanced ROAS, in the first 90 days, with significant incremental lifts and enhancements thereafter with the implementation of our SEM solution.  

Although our SEM “secret sauce” includes the use of rules, proprietary technologies, tactics and strategies that can’t be duplicated or beaten; our accounts managers have their hands on the accounts of our client’s everyday. We’re not “black box” “set it and forget” company. However, we’ve discovered over the years that our technologies can scale paid search accounts in ways that humans can’t, so the use of artificial intelligence is an important part of our approach.  But even though our system is rules based, it’s infinitely flexible; and is continually optimized to maintain the greatest economic values of our clients. Our account managers will modify or override paid search rules, whenever necessary. The client performance numbers we deliver are never skewed by anomalies. The team and the technologies work together harmoniously for the purpose of ensuring that we meet or beat mandated performance metrics.  

We continually work to improve our system and the accounts of our clients with the teams at Google, MSN, Ask and Yahoo. In fact, we were the beta partner for MSN Search, MSN Shopping and Yahoo Panama. 

Further on you’ll find a detailed overview of our co-branded SEM solution including the new services I mentioned. You’ll easily see why so many nationwide brands have moved management of their paid search and product data-feeds to us from in-house and from other companies:

a. eVeracity – Analysis of the site, current customer base, audience, brand, industry and competitors.
b. Identification – Identification and leveraging of best performing keyword data from current company search accounts so that nothing is lost.
c. Keyword Expansion – Generation of keywords from a “ground up” build that not only leverages the best data from the existing PPC accounts but ensures that your company is marketing to buyers deeper in the sales funnel by targeting products/keywords emanating from the company site and product data feed that have conversion data behind them. This is diametrically opposed to the approach of companies that rely on keyword suggestion tools, Search Engine Reps and website analytics…none of which provide conversion data to support inclusion of their keyword/phrases into client PPC accounts. We use Data-mining Tools, developed in-house, to identify over-performing URL’s in Yahoo! SSP (organic results) and the referrer intelligence (search queries) associated with those URL’s. Then utilizing Pull and Post Technology, the search queries associated with over-performing URL’s from Yahoo! SSP will be culled and pulled for posting in Google, Yahoo! and other search accounts. In short, our system does not burn through client revenue for the purpose of discovering keywords/phrases that deliver the mandated ROI. We only expand with keywords that have positive conversion data, based on the performance of your site, and product array, to support their inclusion in the PPC campaigns.
d. Crawlers – “Custom” crawlers are written which will regularly pick up any changes in the site and product data-feed, thereby insuring that only current products and prices are advertised.
Intelligent Growth – Our tools are specifically designed to grow campaigns systematically, providing a proof in concept with sales/cost data before growing accounts.
e. Automated Bid Management - Our SEM management platform is ‘rules based’. This allows your dedicated account management team to front load the system with bid, cost, revenue, volume, return on ad spend, and other relevant “rules”; which will ensure that your PPC campaigns will meet or beat the company’s mandated performance metrics.
f. Daily Spend Throttles – We will set daily throttles at the keyword and ad group level so as to ensure that costs can’t spiral out of control. There must be the necessary sales revenue to warrant the paid search spend.  This will also assist with pacing of initial monthly minimum until the desired ROAS (return on ad spend) is achieved. Then and only then will our team open up the caps to increase sales revenue while maintaining your mandated ROAS metrics.
g. Ad Reporting – The creation of an online ad reporting/analytics suite with hundreds of pages of detailed data, including but not limited to, search engine, keyword, URL and transaction tracking.
h. All Inclusive “Umbrella” – Place all paid search and CSE accounts under one “umbrella”.
i. SEM Account Management – Account management by a team of three, each with a minimum of 5 years search experience, who are paid based on performance. All phone calls and e-mail will be responded to promptly with no more than a half an hour lag, if not immediately.
j. eBrand Project Flow Management – eBrand Media will dedicate an experienced and successful project flow manager to oversee your company’s account for the purpose of maintaining highest levels of efficiency, profitability, quality and client satisfaction. Our account managers are paid on performance.
k. eBrand QAM – Quality Assurance Management processes will be put into place to assure the quality of our work.
l. Cost Controls – Industry leading “click charge” controls.
m. Sentinel - Client-company search accounts are scrubbed regularly for “dupes” and “frauds”.
n. Link Check - Proprietary technology that checks for link breakage every 24 hours.
o. Back up – Complete redundancy; our system is never down.
p. Cross Domain Management – We manage paid search across multiple domains for a number of our advertisers.
q. Data Integrity – Multiple safeguards/firewalls are in place to insure the preservation and integrity of client data.
r. Confidentiality – We operate under the strictest of NDA’s. All client data and intelligence is guaranteed to be confidential.

What’s required to become an eBrand Interactive client?
We’ve simplified the process because we know that human resources can be over-burdened even at the largest of companies. All that your company has to do is the following:

a. Approval - A positive review of your company site, paid search accounts, and product array by the Director of Business Development.
b. Contract – The signing and counter-signing of a straight forward two page contract that was designed to easily pass muster with any legal department.
c. Tracking Pixel – Simple and straight forward implementation of the tracking pixel necessary to track search related transactions for appropriate, automated bidding strategies.
d. Product Data-Feed – We will request a data-feed of URL’s in an XML format or arrange to pick the feed up from your company’s servers once granted FTP access.

Why does an advertiser need to be approved by eBrand Interactive?
We put advertisers through an approval process, as part of a system of check and balances for the following reasons:

a. We’re in this together – It’s the ethically right thing to do. We understand that you, as a representative of your company, would be entrusting your reputation, hopes and goals to us, along with the hopes and goals, at least in part, of every person employed by your company. We want, and have, long-term relationships with advertisers.  Our client retention rate is 98% because we are willing to pass on a deal if we can’t help.
b. Good business sense – Our investment in time, technologies and human resource is intensive; we don’t want you to walk away in 90 days because we couldn’t keep our promises.  We would end up with a negative ROI.  So we’re careful about the companies we partner with.

What about the partnership between the eBrand Media companies and a technology partner?
The two companies have worked together for years. We’re in contact multiple times a day, every day of the work week, and most weekends too. Our technology partner focuses entirely on creating next generation SEM tools. The eBrand Media companies guide online marketers to appropriate partners for specific needs while providing account management support, developing proprietary services in-house, and assisting in the evolution of our shared tools. eBrand does not layer in line item fees or add a margin to its co-branded SEM offering. We do millions of dollars a year in business with our SEM partner, and have negotiated an agency discount on the backend.

To learn more, please e-mail, sales@ebrandmedia.com, or call, 310.849.6641.