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In an interview with CIO Applications, Gal Bar and Shai Karmi, founders and co-CEOs of yellowhead, discuss at length about their company’s novel technology, platforms and services, and theirvarious applications in performance marketing.
Please provide us a brief overview of your company.
yellowHEAD is a performance marketing company that uses advanced in-house technologies, a talented creative studio, and a great team of marketers to enhance our partners’ growth efforts. We have been in the industry for more than seven years, and our experience in catering to a diverse clientele, including eCommerce, communication, and gaming makes us competitive in this space. By combining paid and organic strategies, we form the perfect solution to fit each of our partners’ marketing requirements and business goals.
What are some of the trends that you expect to have an impact in the Google Marketing space this year, and how is yellowHEAD planning to leverage these trends and evolve?
One of the newest features in Google marketing these days is Discovery Campaigns, which contain Gmail, YouTube (Ads - not video), and Google Feed. Discovery Campaigns is getting significant traction, and for that reason, Google supports the product a lot. Our experience tells us that a standard GSP (Gmail Sponsored Promotion) campaign can deliver excellent results.
Our strategy these days is supporting a full-funnel user journey —awareness to conversion—to make sure that we create unified storytelling across the different stages and build the flow in a way that each step of the funnel serves the preceding one. To achieve this, we utilize different campaign types and features. For example, Dynamic Search Ads (DSA) is a great tool for the consideration phase. We manage to connect search terms with intent-based content, in scale, and provide the users with a great experience with the information they actually need to move down the funnel. Other good techniques use some of the newest tools of Google, such as dynamic audiences for re-engagement campaigns and similar audiences (using FireBase). Those are designated to the conversion phase and feed the algorithm with the most relevant information it needs in order to track the most relevant users.
What sense do you get of the challenges marketers face now in the Google Marketing space, and how is yellowHEAD effectively addressing these issues?
A big challenge that we encounter is the “black box” environment of the App Campaigns. We have no visibility on keywords, placements, or audiences and, therefore, limited ability to drive insights and optimize accordingly.
“The perfect formula for brand growth. Bringing together brilliant marketing specialists, advanced technologies, loads of data, and creativity to help your brand grow. With the perfect mix of paid and organic strategies, it all comes together seamlessly.” Please walk us through this statement and shed some light on the Google Marketing on the basis of its methodology, features, and benefits involved?
We firmly believe that we are successful in pooling knowledge together across our departments. This holistic view enables a joint strategy when we look at a brand or a product. Organic and paid efforts have always complimented each other, and they work better together rather than separately. They’re multipliers - the combination helps gain a larger volume of higher-quality users, in a shorter period of time, and at a lower cost.
We believe that behind any great marketer is a great technology. yellowHEAD is data-oriented and results-driven
Could you please cite a case study on how you have enabled clients to overcome hurdles and attain desired outcomes with your innovative array of solutions?
One of our partners, a leading U.S. company, approached us with a unique challenge. The partner wanted to cover the search for real estate across different products. Our SEO team had been working on the website for a while, and we saw that there is a lot of content we can leverage into a DSA activity. We created content-based targeting plans to feed into the DSA campaigns, and managed to cover over 100,000 search terms within only two months of starting the activity.
What, according to you, are the key differentiators of yellowHEAD that give it a competitive edge?
We believe our competitive edge comes from four main aspects:the people, the approach, the technology, the creativity.
yellowHEAD’s success starts first and foremost with our employees. We place a large emphasis on bringing in talented, creative, and dedicated professionals. Our experts have years of experience working with industry-leading brands and use their know-how to implement best practices.
Our unique approach is tailored to meet each partner’s specific needs. We don’t specialize in just one field; we’re specialists in all things digital marketing. This means we can provide a complete solution that includes User Acquisition on social platforms as well as Search & Display, App Store Optimization, Search Engine Optimization, ad creatives, and data analysis. Our partners get what we call internally a “squad”, which assures full alignment between the different channels.
We believe that behind any great marketer is a great technology. yellowHEAD is data-oriented and results-driven. This is why we created an all-encompassing analytics platform, customizable to each partner’s KPIs. The yellowHEAD Analytics Platform allows for full transparency over marketing activities and provides real-time data for real-time decisions.
Further, creatives are crucial for campaign success. Our creative studio delivers creatives that drive action in all campaign types (videos, interactive ads, banners, etc.). In classic yellowHEAD fashion, we decided to back this up with advanced technology. Alison, our creative analysis tech, takes creative ideation to the next level by pinpointing elements within creatives that perform well and providing actionable insights for future creatives.
What does the future hold for your organization? Any footprint expansion plans or platform enhancement strategies that you can shed light upon?
We’re continually working to improve optimization in innovative ways. As mentioned earlier, creatives are one of the biggest factors that determine the success of a marketing campaign and, therefore, our main focus. On top of expanding our Creative Studio, we are furthering our technological capabilities, particularly when it comes to creative ideation and analysis.