New search tool from Hydra

A new search release, OneSearch, from Hydra, allows users to manage search campaigns in an integrated way, taking into account both natural search performance and paid search within the same view, as consumers do not think in terms of paid and natural search when they are searching for products online.

The new approach means that businesses do not need to separate the functions either, users of The One Platform can manage their online activity in an integrated way. This enhancement brings together natural and paid search data, analytics data and metrics about page accessibility, credibility and relevancy; making it possible to see how to get more return on investment (ROI) from campaigns and improving organic rankings. Understanding quality score, enables marketers to have a more precise view of what pages will work best with a paid campaign, and thereby can leverage a lower Cost Per Click (CPC) to get a better rank.

Phrases and keywords

By importing existing campaigns, users can see at a keyword and phrase level, how effective each channel is in driving success. Automatic recommendations are delivered simultaneously suggesting which keyword will be more effective on each page of a website. These can then be developed further to include phrases and keywords from social media that are current and trending.

The company undertook a survey of over 300 digital marketers earlier in the year to assess how teams currently operate based on collaboration, use of technologies and competitor analysis. 55% of respondents said they did not know which words or expressions being used in the market are worth spending on, 90% said they see an advantage in their digital teams using a common reporting and campaign implementation platform.

Benefits: