By now most of you are aware of Facebook’s PR disaster. The firm’s secret smear campaign against Google has turned out to be one of the biggest fiascos in the company’s history. Google is no saint, but they have done a decent job positioning themselves around the idea that you can make money without doing evil. This is stated as one of their core 10 principles. Facebook could do a better job following suit. At RBM, one of the largest marketing companies in San Francisco, they believe that the brand equity lost as part of Facebook’s shortsightedness will take years to recover.
A lot of performance-based marketing firms are missing half the equation. For RBM, performance means two complementary things. It means that they will treat clients business as if it were their own, and it means that they focus on delivering measurable business results.
A lot of digital firms deliver their clients performance, but they don’t put the client’s interests first. The media industry is notorious for fly-by-night operations that take a very short term approach to making money. The approach often involves adding poor performing elements to a campaign solely because they will boost media company margins. They call it “mixing bad whiskey in with the good,” and it is a terrible way to do business.
They believe that true performance marketing comes with operating as an extended part of their client’s teams, always operating with the client’s interest in mind. That creates the greatest long term value for both their clients and firms like theirs. That also produces trusting clients who stick around for the long haul.
Search engine results pages (SERPs) represent the most precious advertising real estate available to advertisers today. Yet search marketing is perhaps the most technical and time consuming part of online media management. Search marketers often lose sight of the forest for the trees, obsessed with the minutia of keywords, their bids, and ad text. Mature, competitive ad environments erode profit margins and limit growth.
In keeping with the Holistic Search practice, RBM breaks through by focusing on audiences, their needs, behaviors, and pain points. Best-in-class bid technology is merely a price to entry. They optimize for when and where audiences search and meet them with optimal search experience design, maximizing conversion value per search query.
RBM’s CARMA test platform works with the proven Marin Search Marketer software, giving strategists a rapid creative learning platform that builds competitive advantage for their clients week after week. Their KUNU analytics practice marries their client-side conversion data—revenue, customer acquisitions, and loyalty—with media spend. As a result, RBM exploits value inefficiencies in search ad auctions, pushing the best ads to the top of best customers’ search results.