Paid search trends Q2 2017

Paid Search Trendsi P R O S P E C T Q U A R T E R LY R E P O R T:

2017 Q2 By Jessica Freistat, Michael Engels and Michael Kelley

Executive Summary

02

i P R O S P E C T Q U A R T E R LY R E P O R T PA I D S E A R C H T R E N D S | 2 0 1 7 Q 2

© 2 0 1 7 i P R O S P E C T. A L L R I G H T S R E S E R V E D

Q2 was another costly quarter for paid search advertisers. iProspect’s Q2

year-over-year (YoY) Google AdWords data showed that while paid search continues

to be an outstanding performance media channel, continued CPC increases drove

costs to the highest level recorded since the inception of this report in 2014. This

CPC increase has, in turn, contributed to overall click declines by forcing advertisers

to spend more per click within constrained budgets, thus reducing the total number

of clicks they can afford. Analysis shows that the CPC increases were driven by two

primary factors:

• Competitive pressure on the mobile search engine results page (SERP)

increased as advertisers continued to invest more in mobile to align

with device-level search trends

• An update to Google’s Ad Rank calculation, which began rolling out

in May, placed more weight on keyword bids, resulting in a corresponding

reduction of the importance of other factors such as Quality Score

Shopping (PLA) investment and volume continue to grow and are higher than they

have ever been. This growth has been partially driven by the addition of the new

Shopping ad formats Google has rolled out over the past year, several of which

contain more PLA product units served per query or target higher funnel queries.

Both these attributes increase overall inventory and contribute to lower

Clickthrough rate (CTR) for Shopping campaigns as more impressions are served.

Along with the updates to Shopping ads, Google continues to improve the sophisti-

cation of its audience targeting capabilities within Search. Advertisers can help

offset the rising CPC by leveraging these new segmenting features to efficiently

funnel budget toward the most valuable customers. In addition to implementing

advanced audience targeting, advertisers should also customize ad copy for each

audience segment by utilizing IF statements and taking advantage of the increased

character limit of the Expanded Text Ad format. These tactics will help advertisers

develop targeted testing plans that ensure ad relevance and peak ad performance.

The following trends and insights are based on an analysis of the data from more than

1,800 Google AdWords accounts. All of these accounts are managed by iProspect

U.S. (though the spend is not confined to just U.S. markets), and together they

represent more than 200,000 active campaigns, spanning both Search and Shopping

(PLA) campaigns.

quarter and 36% YoY. These increases applied to all

devices with the largest increase in mobile (up 52%

YoY), followed by desktop and tablet at 33% and

18.5% growth YoY, respectively. As iProspect

anticipated, mobile CPC has continued to close in on

desktop CPC and has reached 76% that of desktop

(up from 71% in Q1).

In May, Google announced a change to Ad Rank, the

value Google uses to determine each advertiser’s ad

position in a given auction. The May update

increased emphasis on the keyword bid in the

calculation of ad position and CPC. At the same time,

the update reduced the importance of other ranking

factors including Quality Score. This update has

contributed to the recent increases in CPC and

decreases in Impression Share, both of which have

been particularly significant on highly competitive

queries for which an advertiser is currently bidding

into positions one through three.

03© 2 0 1 7 i P R O S P E C T. A L L R I G H T S R E S E R V E D


Overarching Q2 2017 Trends — A Look at Primary KPIs

Despite consistent spend levels across our advertis-

er set, iProspect recorded YoY impression and click

declines of 16% and 27.5% respectively. Significant

upward trends in CPC heavily influenced the YoY

reduction in clicks—as advertisers were forced to

pay more per click, the power of their ad dollars to

drive traffic was greatly diminished.

Earlier this year, in Q1 2017, iProspect recorded what

was then the highest overall CPC we’d seen across

our client set. This upward trend in CPC has contin-

ued into Q2, resulting in a new all-time-high CPC.

Overall, CPC increased 13% over the previous

S O U R C E : i P R O S P E C T

Looking ahead, we believe this update will result in

higher costs for some advertisers this year. In the

past, quality score has played a major role in keeping

CPC low for trademark keywords. Because the latest

update has reduced the weight of quality score, that

factor provides less of a counterbalance. However

iProspect anticipates that higher costs will be

partially mitigated by reduced costs for non-brand,

which are the result of advertisers investing more in

mobile. CPC is still a bit lower on mobile than

desktop in most cases, and the initial impact of this

update appears to have affected desktop to a much

greater degree than mobile. iProspect’s initial

analysis, one month after Google’s Ad Rank update,

showed an 8% CPC increase for trademark terms and

a 4% decrease for non-brand. Advertisers should

continue monitoring the effects of this update

closely so they can make adjustments and find their

sweet spot between the optimal lowest bid and most

desirable impression share.

Mobile

S E A R C H & S H O P P I N G C P C

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quarter and 36% YoY. These increases applied to all

devices with the largest increase in mobile (up 52%

YoY), followed by desktop and tablet at 33% and

18.5% growth YoY, respectively. As iProspect

anticipated, mobile CPC has continued to close in on

desktop CPC and has reached 76% that of desktop

(up from 71% in Q1).

In May, Google announced a change to Ad Rank, the

value Google uses to determine each advertiser’s ad

position in a given auction. The May update

increased emphasis on the keyword bid in the

calculation of ad position and CPC. At the same time,

the update reduced the importance of other ranking

factors including Quality Score. This update has

contributed to the recent increases in CPC and

decreases in Impression Share, both of which have

been particularly significant on highly competitive

queries for which an advertiser is currently bidding

into positions one through three.



This upward trend in CPC has continued into Q2,

resulting in a new all-time-high CPC.

Despite consistent spend levels across our advertis-

er set, iProspect recorded YoY impression and click

declines of 16% and 27.5% respectively. Significant

upward trends in CPC heavily influenced the YoY

reduction in clicks—as advertisers were forced to

pay more per click, the power of their ad dollars to

drive traffic was greatly diminished.

Earlier this year, in Q1 2017, iProspect recorded what

was then the highest overall CPC we’d seen across

our client set. This upward trend in CPC has contin-

ued into Q2, resulting in a new all-time-high CPC.

Overall, CPC increased 13% over the previous

Looking ahead, we believe this update will result in

higher costs for some advertisers this year. In the

past, quality score has played a major role in keeping

CPC low for trademark keywords. Because the latest

update has reduced the weight of quality score, that

factor provides less of a counterbalance. However

iProspect anticipates that higher costs will be

partially mitigated by reduced costs for non-brand,

which are the result of advertisers investing more in

mobile. CPC is still a bit lower on mobile than

desktop in most cases, and the initial impact of this

update appears to have affected desktop to a much

greater degree than mobile. iProspect’s initial

analysis, one month after Google’s Ad Rank update,

showed an 8% CPC increase for trademark terms and

a 4% decrease for non-brand. Advertisers should

continue monitoring the effects of this update

closely so they can make adjustments and find their

sweet spot between the optimal lowest bid and most

desirable impression share.



On the CTR side of things, we saw an overall 13% YoY

decrease across all devices. The largest YoY

decrease was on mobile (down 25% YoY), followed by

tablet (down 18%) and desktop (down 4.5%).

Compared to Q1, CTR declined 9% overall with

mobile seeing the most substantial quarter-

over-quarter decline of 17%. For the same period,

desktop remained even and tablet decreased 4%.

Overall, these declines are easily explained by a

closer look at trends by ad type. The CTR for Search

ads actually increased 21% YoY, but the CTR for

Shopping declined 16%, largely due to the launch of

new ad formats, released over the past year, which

display more Shopping units per query and record a

higher number of Impressions.

S E A R C H A N D S H O P P I N G C P C B Y D E V I C E


Desktop Mobile TabletsKey:

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Mobile

Mobile CPC has been consistently on the rise since Q1

2016, increasing 17% from Q1 to Q2 of this year and

52% YoY. Mobile impressions increased 18% YoY while

mobile clicks declined 12%. The decline in mobile

clicks is heavily influenced by the 52% YoY increase in

mobile CPC. The continuously rising mobile CPC is

largely a result of the mobile SERP becoming increas-

ingly competitive as advertisers shift a greater

percentage of their budgets to mobile in order to

align with mobile’s increasing share of searches.

Increased mobile investment is also fueled by the

advanced sophistication of emerging attribution

methodologies and online-to-offline measurement

tactics that allow marketers to assign value to mobile

traffic with a greater degree of accuracy.

Taking a Closer Look: Areas of Special Interest

Q2 also saw continued increases in mobile click share,

with 60% of clicks coming from mobile vs. 32% from

desktop and 8% from tablet. Mobile click share

increased 22% YoY as user search trends drove

advertisers to spend ever larger percentages of their

paid search budgets on mobile.

Compared to other devices, tablet saw the most

significant declines in volume (-49% YoY) and the most

modest increase in CPC (up 18.5% YoY). For advertis-

ers who see strong performance on tablet because

their customers are frequent tablet users, these trends

may create the potential for a more efficient CPC

based on there being less competition.

Google Shopping/Product Listing Ads (PLA)

Shopping volume was another figure that was higher

than it’s ever been in Q2 2017. Impressions increased

78% YoY while clicks increased 49% YoY. CPC

increased only 8.5%—a modest increase compared to

the 45% YoY CPC increase recorded for Search ads.

Shopping CPC remains lower than Search ads at an

aggregate level, and Shopping CPCs were 29% lower

overall than Search in Q1 2017. However, it’s important

to recognize that Shopping is an inherently retail ad

type, and for retail clients CPC was 11% higher for

Shopping ads than for Search ads.

60%

8%

32%

S O U R C E : i P R O S P E C TDesktop Mobile TabletsKey:

49%

11%

39%Q2 2016SEARCH & SHOPPING

CLICK SHAREBY DEVICE

Q2 2017SEARCH & SHOPPING

CLICK SHAREBY DEVICE

Mobile CPC continues to reach new heights and closes the gap with desktop



Mobile

Mobile CPC has been consistently on the rise since Q1

2016, increasing 17% from Q1 to Q2 of this year and

52% YoY. Mobile impressions increased 18% YoY while

mobile clicks declined 12%. The decline in mobile

clicks is heavily influenced by the 52% YoY increase in

mobile CPC. The continuously rising mobile CPC is

largely a result of the mobile SERP becoming increas-

ingly competitive as advertisers shift a greater

percentage of their budgets to mobile in order to

align with mobile’s increasing share of searches.

Increased mobile investment is also fueled by the

advanced sophistication of emerging attribution

methodologies and online-to-offline measurement

tactics that allow marketers to assign value to mobile

traffic with a greater degree of accuracy.

Q2 also saw continued increases in mobile click share,

with 60% of clicks coming from mobile vs. 32% from

desktop and 8% from tablet. Mobile click share

increased 22% YoY as user search trends drove

advertisers to spend ever larger percentages of their

paid search budgets on mobile.

Compared to other devices, tablet saw the most

significant declines in volume (-49% YoY) and the most

modest increase in CPC (up 18.5% YoY). For advertis-

ers who see strong performance on tablet because

their customers are frequent tablet users, these trends

may create the potential for a more efficient CPC

based on there being less competition.

Google Shopping/Product Listing Ads (PLA)

Shopping volume was another figure that was higher

than it’s ever been in Q2 2017. Impressions increased

78% YoY while clicks increased 49% YoY. CPC

increased only 8.5%—a modest increase compared to

the 45% YoY CPC increase recorded for Search ads.

Shopping CPC remains lower than Search ads at an

aggregate level, and Shopping CPCs were 29% lower

overall than Search in Q1 2017. However, it’s important

to recognize that Shopping is an inherently retail ad

type, and for retail clients CPC was 11% higher for

Shopping ads than for Search ads.

S H O P P I N G C L I C K V O L U M E

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Q2 2017 recorded highest historical Shopping volume



Mobile volume of Shopping ads grew at a faster rate

than any other device, with mobile impressions more

than doubling (+102% YoY) and clicks increasing 79%

YoY. Comparatively, desktop and tablet clicks

increased only 18% and 9% YoY respectively.

Overall, CTR decreased for Shopping, resulting in the

aggregate CTR decrease in the overarching trends

noted above. The Shopping CTR decrease was

primarily due to increases in the number of ad units

Google shows on the SERP per query. This additional

inventory delivers more impressions for advertisers

overall, reducing the percentage of clicks.

A specific example of this trend is the update Google

released in April 2017 to expand the mobile Shopping

carousel from seventeen placements to a maximum of

thirty placements per query. Although users can only

access the additional units by manually swiping

through the carousel, each offer is recorded as an

impression, whether a user swipes to view them or

not. Naturally, this increase in inventory creates more

competition for each query served with a mobile

carousel. Advertisers who offer more competitive

prices are often at an advantage over competing

product listing ads on the SERP.

The mobile carousel was not the only Shopping ad

format updated during the past year. Google has also

released updates to several other ad formats including:

• More PLA (Shopping) ad units on the Desktop

SERP, which increased opportunities to appear

for more queries (albeit amongst greater

competition)

• A carousel format on YouTube that takes up more

space with four ads on the page vs. a couple

of ads to the right side of a video on desktop

• Shopping ads on Image search

Each of these contributed to higher Shopping impres-

sion volume. In addition to the expansion of units,

Google also released Showcase Shopping ads and

Shop-the-Look ads, which both show for broader

queries, allow Google to monetize higher-funnel

searches, and give advertisers the ability capture more

visibility with an attractive Shopping ad unit on these

higher-funnel queries.




Vertical Deep Dives

In addition to the overall trends, we took a closer look

at Q2 performance for three key verticals:

Retail

Q2 retail CPC increased (up 48% YoY) and CTR

decreased (down 21% YoY) at a faster rate than overall

YoY Search and Shopping trends. Q2 retail Shopping

CPC increased a notable 27% YoY, while Search CPC

increased at an even higher rate of 49% YoY. Within

retail Search campaigns, mobile CPC recorded the

highest increase of all devices, more than doubling (up

101% YoY). Comparatively, desktop was up 17% YoY

and tablet decreased 2% YoY. Within Shopping

campaigns, mobile CPC increased 62% YoY and

desktop CPC increased 22% YoY, while tablet CPC

decreased 10% YoY.

Q2 2017 RETAIL YOY CPC Q2 2017 RETAIL YOY CTR

Search

Shopping

DESKTOP

+17%

+22%

MOBILE

+101%

+62%

TABLET

-2%

-10%

MOBILE

-4%

-11%

DESKTOP

+32%

-29%

TABLET

-9%

+2%

While overall retail impressions and clicks declined

YoY, Shopping impressions were up 70% YoY and clicks

increased 42% YoY as retail advertisers continued to

increase their Shopping investment. These increases

continue the upward trend of retail Shopping clicks

that began in 2014, and click share on Shopping vs.

Search has more than doubled YoY. Adoption of Local

Inventory Ads (LIAs) is also on the rise for retail

advertisers who are able to clear the hurdle of local

product and inventory feeds. These advertisers are

reaping the benefits of this PLA variation (an enhanced

format that includes information about a product’s

availability in a nearby store) in the form of higher CTRs

than without and a clear advantage over competitors,

like Amazon, who do not have a brick-and-mortar

location where consumers can get immediate access

to competing products.



87%

13%

29%

71%

Q2 2016RETAIL

SHOPPINGCLICK SHARE

Q2 2017RETAIL

SHOPPINGCLICK SHARE

S O U R C E : i P R O S P E C TSearchShoppingKey:

In addition to the overall trends, we took a closer look

at Q2 performance for three key verticals:

Retail

Q2 retail CPC increased (up 48% YoY) and CTR

decreased (down 21% YoY) at a faster rate than overall

YoY Search and Shopping trends. Q2 retail Shopping

CPC increased a notable 27% YoY, while Search CPC

increased at an even higher rate of 49% YoY. Within

retail Search campaigns, mobile CPC recorded the

highest increase of all devices, more than doubling (up

101% YoY). Comparatively, desktop was up 17% YoY

and tablet decreased 2% YoY. Within Shopping

campaigns, mobile CPC increased 62% YoY and

desktop CPC increased 22% YoY, while tablet CPC

decreased 10% YoY.

While overall retail impressions and clicks declined

YoY, Shopping impressions were up 70% YoY and clicks

increased 42% YoY as retail advertisers continued to

increase their Shopping investment. These increases

continue the upward trend of retail Shopping clicks

that began in 2014, and click share on Shopping vs.

Search has more than doubled YoY. Adoption of Local

Inventory Ads (LIAs) is also on the rise for retail

advertisers who are able to clear the hurdle of local

product and inventory feeds. These advertisers are

reaping the benefits of this PLA variation (an enhanced

format that includes information about a product’s

availability in a nearby store) in the form of higher CTRs

than without and a clear advantage over competitors,

like Amazon, who do not have a brick-and-mortar

location where consumers can get immediate access

to competing products.

10

B2B

B2B CPC continues to be some of the most competi-

tive—and expensive—in the industry. This is no

surprise based on the comparatively high value of

each conversion. Contrary to the overarching Search

trends, quarter-over-quarter CPC across B2B accounts

declined 1%. In general, trends tend to differ quite

substantially for the B2B vertical vs. other verticals.

This is due to a variety of differentiating factors. For

instance, the B2B industry has been slower to adopt

mobile, they tend to have more complex conversion

processes than other verticals, and, in some cases,

these conversion processes are more difficult to

complete on a mobile screen. For these and other

reasons, mobile and tablet CPCs each decreased 13%

in Q2 as compared to Q1. In the first two quarters of

2017, clicks also decreased across all devices in Q2 vs.

Q1, but mobile click share continued to slowly

increase—landing at 42% in Q2 vs. 38% in Q1.



B2B advertisers should focus on measuring lead

quality and anticipated lifetime value (LTV) in order to

optimize budget spent while continuing to use more

sophisticated audience segmentation strategies that

help allocate budget toward the highest-value

customer segments.

CPG

Similar to overarching Search trends, CPG traffic

declined 10% since Q1 of this year, with minimal

declines on mobile and the majority of the drop on

desktop and tablet. Mobile click share is on the rise,

increasing to 64% from 54% YoY. Overall, CPC

declined 5% YoY and 6% since Q1. Mobile CPC

declined 8% YoY and, contrary to overarching trends,

was 13% higher than desktop CPC in Q2.

Outside the traditional search engines, CPG advertisers

are expanding into auction-based merchandising

channels like Amazon in an ongoing effort to bring their

shopping experiences online. With 55% of all product

searches now taking place on Amazon*, advertisers

should definitely explore these opportunities if they

want to capitalize on this purchase-ready customer

base and defend against competing products.

CPG mobile click share is on the rise, increasing to 64% from 54% YoY

http://go.bloomreach.com/rs/243-XLW-551/images/state-of-amazon-2016-report.pdf*SOURCE:



Predicting What’s Next – 2017

Looking ahead, iProspect expects that CPC will contin-

ue to rise, and advertisers will need to spend more to

achieve the same positioning as they adjust to chang-

es created by factors such as the Ad Rank update and

increasing competition on the mobile SERP. In

anticipation of higher CPC levels being the new

normal in 2017, advertisers should take higher expens-

es into consideration for budget planning and

forecasting over the remainder of this year.

Although higher CPC means advertisers will need to

spend more to drive the same amount of traffic, many

advertisers will see an upside in the form of higher

conversion rates and the potential for higher conver-

sion values as a result of greater opportunities to make

use of more sophisticated audience targeting and

highly relevant ads. In addition to RLSA, Customer

Match, and Similar Audiences based on RLSA lists,

Google also announced the upcoming release of

In-Market Audiences for Search and Shopping this

year, as well as Similar Audiences for Customer Match

lists. Advertisers should start planning for these releas-

es now and ensure that they take full advantage of

Google’s IF statements for ad copy, which allow

advertisers to customize ads based on device and

audience lists for increased personalization.

Now officially in the Back-to-School shopping season,

iProspect expects to see a push from retailers in Search

and Shopping in Q3 as school start dates inch closer.

This seasonal uptick will be followed by a brief dip

once school is in session, followed by a more substan-

tial Q4 push heading into the Black Friday/December

holiday timeframe.

Over the rest of this year, smart retailers with

brick-and-mortar locations will invest time and resourc-

es to develop and optimize omnichannel strategies

that integrated online and offline tactics. Advertisers

leveraging in-store visits data in AdWords can now get

this data at a geographic level to better align with

retail store data. As announced at Google Marketing

Next, any retailer who is live on Local Inventory Ads

(LIAs) will also be eligible to have their stores’ local

inventory available to Google Home and Assistant

during Google’s upcoming experimental phase, giving

retailers yet another reason to adopt this format. LIAs

on Home will let users know which nearby retailers

carry items they are searching for (i.e., “where can I buy

Timberland boots nearby?”) and then offers to direct

them to the nearest store. Advertisers can also take

advantage of Store Sales Direct, a new tool that allows

advertisers who collect customer email information at

the point of sale to import this email information into

AdWords. This data is then uploaded, along with

information about what a customer bought and the

value of the sale, and then this combined data is

matched to campaigns and extrapolated to represent

all clicks.

Finally, all advertisers should have an attribution model

and measurement plan that is strategically aligned

with the business and client needs. This is key to

understanding the value of media spend at all touch

points along the consumer journey, insight that is

particularly relevant in a marketplace that is continuing

to shift to mobile and in which there is a steady trend

of increasing CPCs. Drilling down into all these details

is critical for advertisers who want to be able to

accurately identify the cost thresholds and budget

allocations that are most profitable across all devices

and marketing channels.



Looking ahead, iProspect expects that CPC will contin-

ue to rise, and advertisers will need to spend more to

achieve the same positioning as they adjust to chang-

es created by factors such as the Ad Rank update and

increasing competition on the mobile SERP. In

anticipation of higher CPC levels being the new

normal in 2017, advertisers should take higher expens-

es into consideration for budget planning and

forecasting over the remainder of this year.

Although higher CPC means advertisers will need to

spend more to drive the same amount of traffic, many

advertisers will see an upside in the form of higher

conversion rates and the potential for higher conver-

sion values as a result of greater opportunities to make

use of more sophisticated audience targeting and

highly relevant ads. In addition to RLSA, Customer

Match, and Similar Audiences based on RLSA lists,

Google also announced the upcoming release of

In-Market Audiences for Search and Shopping this

year, as well as Similar Audiences for Customer Match

lists. Advertisers should start planning for these releas-

es now and ensure that they take full advantage of

Google’s IF statements for ad copy, which allow

advertisers to customize ads based on device and

audience lists for increased personalization.

Now officially in the Back-to-School shopping season,

iProspect expects to see a push from retailers in Search

and Shopping in Q3 as school start dates inch closer.

This seasonal uptick will be followed by a brief dip

once school is in session, followed by a more substan-

tial Q4 push heading into the Black Friday/December

holiday timeframe.

Over the rest of this year, smart retailers with

brick-and-mortar locations will invest time and resourc-

es to develop and optimize omnichannel strategies

that integrated online and offline tactics. Advertisers

leveraging in-store visits data in AdWords can now get

this data at a geographic level to better align with

retail store data. As announced at Google Marketing

Next, any retailer who is live on Local Inventory Ads

(LIAs) will also be eligible to have their stores’ local

inventory available to Google Home and Assistant

during Google’s upcoming experimental phase, giving

retailers yet another reason to adopt this format. LIAs

on Home will let users know which nearby retailers

Based on Google AdWords data

Includes Search and Google PLAs/Shopping

Does not include YouTube or the Google

Display Network

About the Data:

carry items they are searching for (i.e., “where can I buy

Timberland boots nearby?”) and then offers to direct

them to the nearest store. Advertisers can also take

advantage of Store Sales Direct, a new tool that allows

advertisers who collect customer email information at

the point of sale to import this email information into

AdWords. This data is then uploaded, along with

information about what a customer bought and the

value of the sale, and then this combined data is

matched to campaigns and extrapolated to represent

all clicks.

Finally, all advertisers should have an attribution model

and measurement plan that is strategically aligned

with the business and client needs. This is key to

understanding the value of media spend at all touch

points along the consumer journey, insight that is

particularly relevant in a marketplace that is continuing

to shift to mobile and in which there is a steady trend

of increasing CPCs. Drilling down into all these details

is critical for advertisers who want to be able to

accurately identify the cost thresholds and budget

allocations that are most profitable across all devices

and marketing channels.

All advertisers should have an attribution model and measurement plan that is

strategically aligned with the business and client needs.

At iProspect, we transform our clients’ businesses by connecting brands

with people. Leveraging our suite of services, smart technology, extensive

global footprint, and the industry’s best specialists, we provide best-in-class

performance strategies to get you the results your business needs.

iProspect is the first truly global digital marketing agency, with 4,200+

employees in 91 offices across 55 countries. A trusted partner with an

in-depth understanding of consumer behavior, iProspect reshapes brand

strategies to meet the fast-paced demands of the convergent world with a

focus on exceeding the client’s business objectives.

Our global reach, in-depth knowledge of diverse local markets, and exper-

tise produce award-winning, performance-based marketing strategies

for leading brands such as General Motors, adidas, T-Mobile, Hilton,

Sunglass Hut, Microsoft, and many others. iProspect has been named the

“Best Agency for Performance Marketing” by iMedia for 3 years in a row,

the 2015 MediaPost Search Agency of the Year and iMedia’s Best Agency

for Search.

For more information, visit www.iProspect.com or follow us on Twitter

@iProspect.

About iProspect

About the Authors

Jessica Freistat, Director, Paid SearchJessica oversees all Paid Search teams in the Boston office and is responsible for the paid search executional

excellence, innovation, and account strategy for clients serviced out of Boston. A passionate marketer with over 7+

years’ of digital experience, Jessica thrives on driving business performance while making meaningful connections

between brands and consumers. Since joining iProspect in 2010, Jessica has worked in multiple channels, across

Fortune 500 clients and various verticals including Retail, B2B, Healthcare, Travel, and Education.

Michael Engels, Associate Director, Data & InsightsMichael works with both clients and internal iProspect teams with advanced analytics and insights out of the Fort

Worth office. His focuses are Attribution, Visualization, Reporting Architecture and productization of Data and

Insights along with best practices for consumption of an ever-growing spectrum of data. Michael joined iProspect in

2015 and has a great deal of experience in the Digital Analytics space including time with agencies and client-side

within the Travel, Lodging, CPG and financial services verticals.

Michael Kelley, Director, Data & InsightsMichael works directly with both the iProspect account teams and clients to deliver analytics services that include

Measurement Strategy, Attribution, Forecasting, and Reporting & Data Visualization support. Michael joined

iProspect in 2010, following his departure from a PhD program at the University of Chicago and has since offered his

expertise and insights to various Fortune 500 clients across the Retail, Luxury, CPG, and Travel industries.



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