The digital marketing industry constantly evolves, with new trends, technologies, and best practices always emerging. To be successful, experts must remain up-to-date on the latest developments and be willing to adapt their strategies as needed. At E/Power Marketing, our digital marketing team is intentionally focused on our core digital marketing niches, content marketing, email marketing, digital advertising, social media, and SEO. Our team can do it all, but it is smart enough to stay focused on what we do best (and working with incredible partners to offer our clients a well-rounded, full-service experience). We believe that each team member brings unique skills, talents, and specialties to the table that lend themselves well to building our specific teams. By specializing in a particular area, the E/Power team can develop a deeper understanding of the trends and technologies most relevant to their area of expertise. This allows them to stay ahead of the curve and provide clients with the most effective tactical strategies and solutions.
Staying ahead in digital marketing is challenging, but we’re committed to keeping our digital marketing team up-to-date and innovative in their practice areas. We facilitate cross-team communication and collaboration. E/Power Marketing has been successful for so long because we push our team to step outside their comfort zone. We work together to ensure they understand and appreciate their service areas to make our client programs more successful.
Collaboration between different digital marketing teams is crucial to delivering exceptional client results. For example, our SEO and content teams work together to develop content that engages the audience and ranks well in search engine results pages, driving high-quality traffic to the website.
Similarly, our social media and ads team works in tandem to promote the most valuable content across social channels, maximizing the reach and impact of each campaign. Recently, our ads and SEO teams collaborated on a project that significantly improved keyword quality score, clickthrough rate, and leads.
Our success in breaking down marketing silos and promoting cross-functional collaboration can be attributed to our team’s commitment to continuous learning and innovation. By leveraging each team member’s unique perspectives and expertise, we deliver integrated, holistic solutions that align with the broader business goals of our clients.
THE PROJECT
We pride ourselves on adapting quickly to our client’s needs and delivering exceptional results. Recently, during a routine check-in with one of our clients, an account manager heard a promotion idea for a service they offered. Excited to start, the AM presented the promo idea to the SEO, digital advertising, content, and social media team members, who then brainstormed campaign concepts. After some research and refinement, we launched an integrated campaign to drive conversions and generate results.
Throughout the campaign, the account team closely monitored critical metrics across channels, such as traffic, engagement, conversion rates, landing page experience, ad relevance, and more. As the promotion ran, the ads team identified a keyword driving the most conversions and spending the most money. They determined that improving the keyword’s quality score was essential to optimize its performance.
However, enhancing the keyword’s landing page experience was a challenge that required additional expertise. Recognizing the importance of collaboration, our ads team enlisted the support of our content and SEO teams to create a more relevant and engaging landing page that would improve the quality score of the keyword.
THE PROCESS
E/Power started working remotely in 2016, and we’ve perfected our communication and collaboration through the years! When working on this specific project, our SEO and ads teams frequently met to discuss the problem, the goals of the updates, the data, and the changes to be made. The ads team discussed a specific keyword that was highly relevant, spending the most budget, but that had a low-quality score. Together, the team discussed how to work on this keyword naturally on the landing page to help improve the quality score. By improving the quality score, our team expected to see the spending for this keyword decrease and the number of conversions increase.
Once the teams had talked, the ads team changed the ad copy and headlines to help improve the ad relevance even further. Some adjustments included highlighting the benefits of working with our client and ensuring that our popular keyword was in the ad headlines and copy. The SEO team focused on optimizing the landing page for the targeted keyword to help improve user experience. The SEO team also used feedback and ideas from the ads team and incorporated them into their landing page optimizations.
THE RESULTS
We successfully increased the keyword quality score with the team’s hard work! Our ads and landing page became more relevant to users searching for our client’s service. We saw an increase in clickthrough rate, a decrease in cost, and an average cost per click. Also, because the quality score was improved, the ads were no longer restricted to show because they were highly relevant to a user’s intent.
Beyond the promo that these optimizations were implemented for, we saw great results across the data. We implemented similar improvements across other landing pages and ad campaigns for long-term results for our client.
THE PROMISE
This project is a testament to the power of cross-functional collaboration and how our digital marketing agency team structure can drive exceptional results for our clients. At E/Power Marketing, we prioritize teamwork, continuous learning, and innovation to deliver integrated, holistic solutions that meet our clients’ unique needs and exceed their expectations.
Ready to supercharge your success? E/Power Marketing offers strategic support, top-notch communication, and a proven track record of satisfied clients. Our team is ready to help take your program from ordinary to extraordinary. Get in touch with us today!
