Searchy Doo: Where Are You?

 
 
zac 08/15/2013
 
 
 

scooby 2Even though this is undoubtedly going to date my existence, I had to write about Scooby Doo. Growing up, there wasn’t a day that went by without watching at minimum of two Scooby Doo Episodes. The question you must be asking is, “What does this possibly have to do with TargetClick or internet marketing?”

Every episode of Scooby Doo follows a similar plot. There is a heist or crime, a villain (usually in the form of a ghost) is identified, and the team sets off in the Mystery Machine to solve the crime at hand. Numerous clues are unveiled throughout every episode and in the end Scooby and his friend Shaggy stumble upon the answers to the crime. The villain is revealed and the episode is complete.

In this episode of “Searchy Doo” – the villain happens to be your SEM provider. In this episode, the TargetClick team will be Searchy Doo.  Except instead of stumbling upon the answers in this crime, I’m going to show you how we showcase the value of our SEM campaings to clients on a daily basis via some really cool reporting and 100% accountability to our campaigns.  There are clues to campaign success and failure everywhere; you just have to know where to look.

Now feeling the vibe of a 4-year-old fresh off a nap ready to inhale a snack and some serious Scooby time? This episode takes place in Tulsa, OK where a gentleman named Larry called into our dealer about a “pickup truck” price.  How could we possibly know this?

Below is a screen capture we took of the call recording.  Larry called in at 11:32am.  Our team frequently listens to client calls and found this one to be very interesting.

scooby doo

What makes this even better for Searchy Doo is he knows the exact keyword combination driving Larry’s call on the morning of July 15th. Larry was searching for “Used+Pickup Trucks for Sale”.  This broad match keyword turned on one of our client adwords campaigns and drove Larry into the dealership’s site.

How does this story end for Searchy Doo?  Well the appointment was set by the salesperson handling the call and an opportunity for the sale of a truck is on the table.   If you’re using top-notch reporting software and have a killer team of search experts monitoring your campaigns, you too could have a Searchy Doo story to tell.

As with any good episode, we have to end with the music.  Cue Scooby Doo.

Scooby Dooby Doo, where are you? We’ve got some work to do now!

 

Posted in: Analytics

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