Media Mix Modeling
What is the Influence of Search in the Media Mix?
Search Media Mix Modeling is our analytical integration of external media's influence on Paid Search performance. By understanding external media influences on existing Paid Search campaigns, we can guide clients on how to strategically ‘enhance’ the performance of each.
Through Media Mix Modeling, IMPAQT can increase the efficiency of its budgeting and bidding activities, creating ROI increases and volume increases. IMPAQT's Media Mix Modeling is unique in that it can provide insight into how external media are affecting Paid Search on a day-by-day basis in terms of impressions, CTRs, CPCs, and conversion rates.
We do not generalize about media impacts, but rather connect the media effects to actual Paid Search activities. For example, determining ‘how many additional Paid Search clicks we anticipate if online display spending generates 1,000,000 incremental impressions’ is meaningful to a marketer. So is understanding 'how display spend impacts our branded versus non-branded keywords’.
By knowing the exact relationship between other media and Paid Search, IMPAQT enhances the management of its Paid campaigns because it can a) explain past variations in Paid performance when there may be "non Search" causes, and b) anticipate future variations in Paid performance in light of planned media buys.
As the industry matures to include more online competition and require more ROI justification, we believe that media mix analysis represents a critical evolution in Paid Search management.
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