Sector
Paid search for telecommunications
High CPCs, retailers and comparison sites bidding on your own products, and a sale that can happen online, in store or on the phone.
Sectors / Telecommunications
What makes it different
Telecoms paid search is a three-way fight between the network, the retailers that sell its contracts and the comparison sites. The network pays the highest CPCs on its own handset and contract terms. Sales happen online, in store and through call centres, so attribution has to cover all three or the online channel gets the blame for everything.
Where the money is lost
- Handset launch weeks where budgets are not ready and CPCs double.
- Retailers and affiliates bidding on the network’s brand and taking the margin.
- Consumer and business lines run in the same account with the same targets.
- No view of store or phone sales, so online search looks worse than it is.
What Joseph does
- Separates consumer and business search with their own targets and structure.
- Builds the launch calendar into the budget and the creative plan.
- Sets brand and affiliate rules so partners add sales rather than take margin.
- Connects online, store and call centre data so attribution reflects reality.
See the telecoms case study.
Talk to Joseph about your account
A thirty-minute call. You describe the account, Joseph tells you what he would look at first. No deck, no pitch.