360i is known for its creative ad campaigns and social media prowess, but now it’s also leveraging its tech talent to create software for marketers.
Yesterday, the digital agency unveiled “Digital Nervous System,” a platform it has developed to optimize search campaigns for digital marketers.
The platform reverse engineers the Quality Score given by Google to a brand’s search ads, and makes recommendations on how to improve it in real-time. A Quality Score is based on metrics such as click-through rate, landing page relevance, creative messaging and keyword optimization. 360i says its platform figures out which metric the brand can improve in order to raise the score.
“There are already scores of optimization tools that enable teams to work faster, but what was missing was a technology that unlocks Quality Score – the central nervous system of Google’s auction – to discover the thousands of small, incremental ways for marketers to drive big performance gains as search continues to mature,” said 360i President Jared Belsky in a statement. “DNS is not just an optimization engine, it’s a real-time recommendation engine that is giving marketers a new competitive advantage.”
By creating an automated platform that figures out what an ad needs to look like in order to get a higher Quality Score, 360i is making its own life easier. If ads are already optimized for search, 360i can then devote more resources to a broader, multi-channel marketing strategy.
360i says that while the platform is currently only geared to measure search, eventually it will be able to track and optimize ad performance across even more paid and earned media channels.
