360i claims its new Digital Nervous System, or DNS, can help marketers better understand their brand’s Quality Score assigned by Google, and adjust their campaigns for better results.
“There are already scores of optimization tools that enable teams to work faster,” said 360i president Jared Belsky, “But what was missing was a technology that unlocks Quality Score – the central nervous system of Google’s auction.”
According to the announcement, 360i’s new platform removes the mystery of a brand’s Quality Score by using proprietary technology:
DNS helps resolve this by running data through proprietary algorithms that are tailored to a brand’s specific goals and calculating a health score based on metrics such as click-through rate, landing page relevance, creative messaging and keyword optimization. At any time, a marketer can see how a campaign is performing and can make improvements based on health score diagnostics like under-performing keywords, ad groups and creative.
360i boasts Norwegian Cruise Line is one brand already using its new search marketing optimization tool. “This innovative technology simplifies search marketing by helping us focus on the areas that matter most for building our customer base and taking our marketing to the next level,” said Norwegian’s vice president of eCommerce Rob Casas.