Enter Direct Agents, a digital marketing firm with a diverse, high-powered roster of clients including Samsung, Forbes, Tommy Bahama, Scholastic and Sony. Utilizing everything from search to email to social and more, Senior Search Strategist Team Lead, Brendan Strauss works closely with Lizardi to feed the marketing machine.
“We've experienced quite a lot of changes in the search industry alongside Ramjet as a client over the last several years,” says Strauss. “Their typical consumer is fairly knowledgeable in this segment, looking to purchase RAM or certain upgrades for their Mac and really do it themselves.”
The game plan has always been to use a so-called “funnel” approach. “We get to that audience in a few ways,” Strauss explains. “We have some fairly broad keyword terms, whether it is ‘Mac memory,’ ‘or Mac RAM,’ which is very broad. And then we have other terms that are a little more defined, maybe it’s ‘MacBook RAM’ or ‘MacBook Pro RAM.’”
Continuing to drill down, the strategy will extend to specific model numbers and product features, becoming increasingly more granular. While testing various techniques throughout the years, Direct Agents has come to realize that the funnel approach is best.
“Those upper-funnel terms, the broader terms — when we pull those down, drop the bids and try to cut what appears to be wasted spend, we see the whole funnel start to thin,” Strauss observes. “So we follow this holistic funnel approach, depending on where the users are. They may be just checking out Mac RAM for the first time, and that's their first engagement with Ramjet. Or, they may be searching for that product specifically, and we're bidding on that. We're sending those users to the perfect landing page for the highest chance of conversion.”
Summing things up, he adds: “It's reaching users at all different points of the funnel, wherever they are comfortable, and whatever they're searching for.”