Digital marketing agency 360i announced this week technology dubbed the "Digital Nervous System" (DNS) for search marketing that aims to reverse engineer the Google AdWords quality score to "automatically make recommendations that increase performance and reduce search advertising costs," 360i said in a blog post.
Similar in vagueness to that of an individual's personal credit score, with Quality Score marketers are offered little information about the right timing, ratios or cause and effect of their efforts. Despite spending billions of dollars in the Google auction each year, unlocking the secrets to a higher Quality Score has proven difficult for brands since they have little information about the right timing, ratios or cause and effect that produce the best results.
Jared Belsky, president of 360i, said the DNS is not just an optimization engine, but a "real-time recommendation engine that is giving marketers a new competitive advantage."
The DNS dashboard and reporting promises to give insight into the adjustments that can be made to improve Quality Score, for example, better copy or more tightly themed ad groups, by using an algorithm that calculates a "health score" based on metrics like click-through rate, landing page relevance, keyword optimization, and more.
DNS technology could expand to additional channels in the future, said 360i. "While DNS initially focuses on search marketing programs, the technology is designed for further adoption that will enable 360i to evaluate a brand's performance across paid and earned media channels by utilizing accurate and timely data."