“With Carousel Ads and Facebook Audience Network, we’re telling a captivating brand story, and more people who are likely to browse our products are clicking our ads.”
– Cheryl Degrasse / Sr. Director of Digital Media / American Eagle Outfitters
With a high volume of spend across two brands, four Facebook accounts, and two U.S. social teams operating on opposite coasts, retail brand American Eagle Outfitters (AEO) wanted to express the narrative of their brand values in a visually engaging way, to more emotionally appeal to their core audience primarily using mobile devices for shopping.
Since AEO manages two different brands with distinct audiences and creative, they needed an enterprise-class tool to achieve their advertising goals – and handle complexity – at scale.
Using Marin Social, AEO ran a mobile campaign with Facebook Carousel Ads and Facebook Audience Network (FAN).
Compared with Link Ads, the best results came from running Carousel Ads, achieving a 69% reduction in Cost per Conversion (Facebook Conversion Pixel). Including FAN, Facebook’s mobile-only network composed of publishers outside of Facebook, AEO benefited from a 73% reduction in Cost per Link Click compared with News Feed Desktop.
Thanks to Marin’s mass creator and bulk editor, AEO can now create tons of ads and ad combinations very quickly. With the Media Plan organizer, AEO can view metrics of all campaigns at a high level, avoiding the need to manually aggregate the data. Using one tool across Facebook, Instagram, and FAN significantly reduces the amount of time spent implementing and managing campaigns.
Learn more and see full results in our American Eagle case study.
“It makes my job a lot easier, and now I don’t have to spend all day combing through spreadsheet after spreadsheet, trying to figure out where a booking value came from because it’s nowhere in
– Kevin High / Digital Marketing Manager, IBC Hotels
IBC Hotels had a retargeting problem. Not only were they unable to easily attribute conversions – they were having a hard time even implementing their existing solution’s dynamic tracking code, and considered their vendor’s service team “unknowledgeable and nonexistent.”
IBC Hotels prides itself in introducing travelers to unique, locally owned hotels all over the world. Since IBC makes commission on each acquired booking, it’s crucial for them to accurately attribute the source of their conversions and revenue.
If they were going to lower cost and increase ROI, they needed a platform that would make their jobs easier, not more burdensome and clunky.
IBC implemented Marin Display – with its Site Tracking Tag – to build audiences for retargeting across channels and devices. IBC found Marin Display’s tracking solution worked flawlessly and was easier to implement than their previous retargeting solution.
The Site Tracking Tag allowed IBC to automatically collect important information such as order ID and revenue, and to easily attribute conversions. IBC could then effortlessly access this data and
From here, they were able to optimize their retargeting funnel, attribute conversions accurately back to their own internal reporting, and ultimately lower CPM and improve ROI.
Learn more and see full results in our IBC Hotels case study.
As the world’s top online destination for men’s luxury fashion, MR PORTER wanted to deliver a step change in their prospecting campaigns. Their goal was campaigns which would work harder to disrupt men’s purchasing habits and increase market share. MR PORTER leveraged Marin Display’s Partner Connect, an exclusive private audience network where marketers can find new customer prospects by connecting with other companies and publishers. Connecting with partners’ audiences resulted in highly relevant and targeted advertising to those second-party audiences on Facebook and across the Web.
Partner Connect allows MR PORTER to collaborate with premium publishers and designer brands to expand their reach to purely new customers. MR PORTER also use second-party signals to increase the creative relevance based on product category intent from the partner site.
Marin Software sat down with Matt Pollington, Senior Performance Strategist at MR PORTER, to talk about how Partner Connect helped them attract the right audiences and generate high-quality web traffic.
Traveling to Timbuktu? Venturing off to Venezuela? Chances are good you’ll have a Lonely Planet guidebook in tow – maybe even a copy you purchased online.
Lonely Planet is the world’s most successful travel publisher, printing over 120 million books in nine different languages. We are proud to be partners in their success, and thank the team for allowing us to share their story in a brand-new case study.
There are many takeaways from the case study, but here’s one of the biggest – with automation comes time-savings, and with time-savings comes the opportunity to optimize and adopt a cross-channel strategy. This is crucial, especially at a time when 67% of marketers say their priority is for all marketing activities to be integrated across channels (eMarketer study).
Lonely Planet started out with a small team focused on day-to-day management, reducing costs, and maintaining volume. After onboarding with Marin, they now spend the bulk of their time focusing on strategic management, making quick optimization decisions, and expanding campaigns to include Bing, Facebook, Twitter, and retargeting programs across geographies. The added bonus? Marin pays for its monthly cost every 2.7 days, and profit is up 50%. You can learn more about their campaign management strategy, data and analytics integrations, and financial improvements here.
Third-party platforms like Marin clearly make an impact for marketers looking to bolster their cross-channel strategy. Plus, it may give you a little extra time to plan that trip to Bali…
In today’s data driven world, businesses rely on multiple pieces of technology to deliver, optimize and manage their online advertising and website analytics. Virgin Atlantic is a great example. They have an open stack approach to technology, deploying best-in-class tag management, site analytics and media optimization technologies.
While this way of doing things is terrific for selecting the best technologies, it can also present some challenges. Each technology relies on unique tracking paramenters being appended to keyword URLs. Manually bidding URLs containing multiple tracking parameters is highly complex, time consuming and open to human error.
Virgin Atlantic works with agency Manning Gotlieb OMD (MG OMD), and together they turned to our platform for a solution.
Marin integrated seamlessly with existing Tagman and CoreMetrics tracking, which meant there was no need for Virgin Atlantic to re-engineer their advertising technology architecture. MG OMD’s search team quickly and simply deployed Marin’s tracking pixel within the TagMan container tag. Using this method, there is no need to wait for a development window, and data discrepancies are minimized because historical data is preserved and bids can be calculated from day 1 with no “learning period.”
As more companies invest in open stack architecture, we’re ready to support them with the partnerships and technology for a best-in-class solution. Thanks to Virgin Atlantic and MG OMD for allowing us to share their story! You can learn more details here.
If you’re already doing some level of Facebook advertising, you’ve probably found it to be a good way to generate leads, and drive brand awareness and ROI. But like any other advertising channel, there are often some challenges along the way. Let’s take a look at Precision Dialogue’s story, and the best practices we can glean from their experience.
Precision Dialogue is a leading customer engagement firm focused on leveraging customer insights to drive relevant communications and improve marketing ROI. Based in Cleveland, they manage the search, social, media, and display advertising programs for approximately 12 advertisers spanning 8 different countries. They turned to Marin when they were tasked with redesigning and growing the Facebook marketing program for an industry leading retailer of kitchen supplies.
When diving into this project, Precision Dialogue identified a few challenges. First, there was increased competition to advertise on the platform. Second, they had to keep up with the many and frequent changes to Facebook’s UI. And third, they needed to find the retailer’s ideal target audience.
Precision Dialogue tackled these challenges head-on, crafting a smart strategy and letting the Marin platform do the heavy lifting. Here’s how they made it work:
Happily, Precision Dialogue was able to exceed the Facebook advertising campaign objectives, cementing a strong partnership with the retailer. Specific improvements included 33% lower cost per conversion, 36% higher cost per click, 4% higher conversion rate, and 30% higher CTR.
Take a look at the full case study here, and let us know if your business is going through something similar.
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:
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!
Paid search is one of the most essential and effective online search marketing strategies. However, as transaction volume increases and competition for keywords grows, paid search can also be increasingly complex and challenging to manage. How do you manage your daily workflow? Are you wasting time in Excel? Can you identify opportunities for performance improvement? Are you getting the insights you need?
If you ever grapple with these concerns, you are in good company!
Let’s consider Del City, a leading supplier of professional grade electrical and transportation supplies since 1947. Del City relies on an integrated paid search program that is optimized based on a one-year customer value model. They support over 10,000 SKUs within their product catalog, requiring a broad range of campaigns and extensive keyword lists.
Del City turned to Marin Professional, our mid-market platform, for automated and position-based bidding. As a result, they were able to save time and increase revenue by 30%. Del City is now able to focus on and invest in higher priority, strategic initiatives for expanding their paid search program.
If you can relate to Del City’s experience, make sure to read the full case study for details on how they transformed their paid search campaigns with Marin. Also consider taking a product tour and starting a free trial to see if Marin could be a good fit for your business.
First is a digital marketing agency with hubs in both Sydney and Auckland, Australia. They pride themselves on being at the forefront of digital innovation, and up-to-date technology solutions are extremely important to their team and clients.
Like many other agencies, First needed a scalable solution for automated optimization and reporting services. The team wanted to increase efficiency while also maintaining their current level of client support. Easy integration with search and social media solutions was also crucial.
Getting started with Marin Software was made easy with ongoing support during the planning, implementation, and integration phases. And First saw immediate time savings (70%!) and efficiencies. Clients were impressed, too. In fact, one of First’s clients in the financial services sector benefited from an 18% increase in inquiry conversion rates and a 20% decrease in cost per lead on non-brand terms.
We’d like to thank First for allowing us to share their success story, and we invite you to learn more about their experience with Marin Software here.
ArrowMedia is a digital advertising agency specializing in pay-per-click advertising and web analytics. Employing over 60 seasoned professionals out of Moscow and Krasnoyarsk, ArrowMedia also provides consulting, auditing, SEO, and automation services to advertisers across Russia.
As the digital advertising landscape in Russia matures, advertisers and agencies are increasingly managing programs on a return on investment (ROI) basis. Unfortunately, publisher solutions like AdWords and Yandex.Direct are unable to provide adequate visibility into revenue outcomes. ArrowMedia also found that it was impossible to track campaign processes and manage geo-targeted accounts with over 1,000 keywords. With growing accounts and increasing complexity, ArrowMedia needed a solution that would provide better visibility, time-savings, and that would scale efficiently.
ArrowMedia turned to Marin Professional. Using self-service revenue integrations, they now have a complete view of revenue outcomes. This allows the team to optimize bids and creatives based on their own key performance indicators. ArrowMedia also uses Marin Professional’s bulk sheet and multi-edit capabilities to efficiently track and make changes across multiple geo-targeted campaigns. Finally, the platform’s advanced filtering capabilities and web query reports allow the team to easily segment and analyze the avalanche of performance data. ArrowMedia is now able to manage by exception and have more confidence in their reporting.
ArrowMedia has seen impressive results – they have decreased their clients’ cost-per-order by 20% on average, and reduced the amount of time spent on low-value tasks by 40%. For more details, read the full case study here. And a big thanks to ArrowMedia for allowing us to earn their business and share their story!
Our very own Neimh McGlynn on Seven Tips for a Killer Facebook Video Advertising Strategy: ow.ly/gzdk305wg7c