Plan & optimize
Bring research, campaign planning and optimization into the same marketing workspace.
Start with keyword research and competitor analysis to establish search demand, content gaps and the pages worth targeting. Keep that evidence connected to campaign priorities, channel plans and budgets.
Keyword & competitor research
Explore keywords, search terms, competitors and audiences to find your next opportunity.
Keyword & competitor researchCampaign planning
Build campaign plans and content calendars around a shared objective. Turn selected keyword clusters into page assignments, set the audience and intended outcome, and coordinate organic content with paid and social activity. Keep the research behind each priority available when the team reviews scope, ownership and the publishing schedule.
Campaign planningBids & budgets
Plan bids and budgets with the target audience, search demand and commercial intent in view. Compare cost per click with the value of the queries you want to test, separate paid experiments from longer-term SEO work, and monitor budget pacing as campaigns run. Revisit allocations alongside conversion and return-on-ad-spend analysis.
Bids & budgetsCampaign optimization
Refine audiences, mine negative keywords and improve campaigns as performance changes.
Campaign optimization