We are happy to say that Universal McCann and American Airlines have been partnered with Marin Software for over 3 years. Their experience is a good introduction for those who may be considering Marin as a bid management platform to take their business to the next level.
Universal McCann selected Marin Software because they needed a technology to help them in three core areas:
- Optimise bids to a cost-per-acquisition goal
- Automate reporting
- Optimise ad copy
As part of a smooth onboarding process, Marin’s tracking pixel was deployed. In addition to capturing sales and revenue data, it tracks other key information such as flight origin, destination, and ticket type. Having this additional data at the keyword level is vital for Universal McCann, making it easier to prioritize budget and ensuring high share of voice. This is particularly crucial for high-profit routes in the highly saturated travel vertical where airlines compete with aggregators, meta search engines, and online travel agents.
Marin’s powerful automated bidding is put to great use by Universal McCann, with revenue targets geared toward achieving year-over-year growth in revenue against ever increasing CPCs. Over their 3 years with Marin, Universal McCann has seen continuous improvements in performance and benefitted from innovative new bidding features.
The team at Universal McCann has also realized great time savings on administrative tasks such as reporting, which now takes just half a day per month. With Marin, they are able to make regular udpates to the prices in ad copy – a must, due to the volatile nature of the air travel industry. These changes are easily made with just a few clicks in the Marin user interface, a huge time savings from the previous process of exporting and uploading bulk sheets. All these saved hours are re-invested in strategy, and performance continues to improve year after year.
A big thanks to Universal McCann and American Airlines for being such terrific customers. We’re excited to see your continued growth and success!