Bespoke PPC Management

We specialize in profitable search engine marketing for our clients. Targeting ROAS or an ad position on the SERP is not equivalent to healthy success in paid search. Our approach focuses on rigorous keyword and bid optimization to maximize bottom-line performance for our clients. These efforts encompass:

  • Profit-Driven Bid Management
  • Continuous Split Testing
  • Extensive Segmentation by Query
  • Dayparting, RLSA, Device Modifiers
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Profit-Driven Paid Search Marketing

Our track record of outperforming competing agencies is attributable to three core competencies: the
sophistication of the strategies we employ, the technology we leverage to drive results and the cutting-
edge approach we take to measuring performance. We specialize in scaling profits from non-branded
search marketing initiatives for retailers of all sizes.

Differentiating qualities of our paid search program include:

Drive Incremental Profit

We focus our efforts on driving channel growth through profitable non-branded keyword expansion, audience segmentation and bid optimization.

Understand Query Intent

By segmenting search campaigns by the intent of the shopper’s query, we’re able to improve the manner in which media spend is distributed, saturating demand on valuable queries and approaching less valuable queries with a more conservative bid strategy. We maintain control over distribution of budget across high-funnel, mid-funnel and low-funnel audience segments.

Profit & Loss Accountability

We take full responsibility for, and report on, the profit and loss of each channel we manage.

Product-Specific Campaigns

Target users searching for the exact products you sell. We can generate product-specific search campaigns from your product feed at scale, with safeguards in place to prevent the wasteful spending that often accommodates automated campaigns.

Flexible KPIs

Whether your objective is to maximize profit, new customer acquisition or you have another marketing objective in mind, we can tailor our efforts to meet your goals. We customize our approach to real world business objectives.

SEO-Conscious Paid Search

Understand which SEM initiatives drive incremental sales and which simply cannibalize sales from organic search, increasing expenses and reducing overall profitability. Our paid search program focuses on bettering your business, not cannibalizing sales from organic search.

Attribution, Measurement & Reporting

Omnitail is a mission-driven organization, not only dedicated to providing exceptional quality and sophisticated analysis and reporting, but also to raising the industry benchmark for agency accountability. We aim to exceed performance expectations by taking a highly segmented approach to measurement.

We believe in the expression “averages are lies.” Therefore we constantly monitor and report on performance in isolated components, beginning with the segmentation of branded and non-branded channel performance. Our measurement and reporting capabilities meet the needs of the most sophisticated analysts, managers and executives in the industry. Many benefits come with being an Omnitail client, including:

Multi-attribution reporting

We work with you to establish a minimum of two attribution models to be used for reporting: one used to assign credit, and the other to inform decision making.

SEO/SEM overlap analysis

We segment search engine marketing (SEM) initiatives that drive incremental sales from those that cannibalize sales from organic search.

Budgeting and forecasting

We work with internal stakeholders to provide accurate budgets and forecasts of future channel performance.

Customizable, detailed reporting and dashboards

We tailor our reporting to meet your business objectives and to resonate with their audience. Analysts, managers and executives have different expectations for reporting, so we work to produce reporting that meets the needs of all stakeholders.

Business Intelligence

By integrating with your marketing database, we combine web analytics data with customer data in order to gain a better understanding of the true business impact of marketing initiatives.

Vendor analysis

We help you understand which vendors tend to cannibalize sales and which deserve additional credit.


Profit-Driven Bid Management

Advertisers who do not measure profit directly cannot possibly optimize for or maximize it. We customize our bidding
strategies for each client with the objective of maximizing profit. Our flexible bidding strategies account for:

  • Costs of Goods Sold (COGS)
  • Variable Overhead Costs (VOH)
  • Merchandise Return Rate (MRR)
  • Inventory Cycle Planning (reducing margin tolerance on excess inventory)
  • Customer Lifetime Value (CLTV)
  • Offline Sales (Call tracking)
  • Other business assumptions such as leads or chats where pertinent.

Still optimizing for ROAS? Learn how profit-driven bidding can grow your business.


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