Archive for ‘Case Study’

Virgin Atlantic: Open Stack & Open Skies

By May 20th, 2014

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.

How Precision Dialogue Drove Leads & Conversions with Facebook

By March 10th, 2014

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:

  • Campaign Wizard – The team used the Campaign Wizard to easily create hundreds of different ad combinations organized by target audience.
  • Intraday Creative Rotation –  Precision Dialogue used this feature to automate creative testing and pinpoint the top-performing audiences, images, and call-to-actions based on lifetime value. They set things up so it would automatically change out ads when CTR dropped below a desired level. This saved the agency about 10 hours per week, and was ideal for keeping ads fresh and CTR high throughout the day.
  • Analytics to Action - After running the campaigns for 3-6 weeks, the agency used the analytics to action workflow and multi-edit capabilities to identify and take action against under-performing ads across their entire program in just a few clicks.

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.

Universal McCann and American Airlines see Long-Term Success with Marin Software

By December 13th, 2013

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:

  1. Optimise bids to a cost-per-acquisition goal
  2. Automate reporting
  3. 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!

Is Manual Bidding Getting You Down?

By December 9th, 2013

Del City, grow revenue, SEM, PPC, Marin Software, online advertising, paid searchPaid 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.

 

Digital Ad Agency First is at the Forefront with Marin Software

By October 29th, 2013

First digital advertising agency australia, marin software, ppc, sem, agency, online advertisingWe’re happy to share a new case study with First!

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 Hits the Bullseye with Marin Professional

By October 15th, 2013

Arrow Media, Marin Software, Marin Professional, PPC, SEM, online advertisingIt is our pleasure to announce a new case study with ArrowMedia!

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!

Farnell element14 Realizes Impressive Results with Marin Software

By October 8th, 2013

Farnell element 14, PPC, SEM, Marin Software, online advertisingFarnell element14 is a high-service distributor of technology products and solutions for electronic system design, maintenance and repair in Europe, the Americas and Asia Pacific. We are happy to have their business, and thank Farnell element14 for allowing us to share their story in one of our newest case studies.

Farnell element14 stocks over 500,000 products from over 3,000 industry leading suppliers. It also operates in 30 European markets with 27 different language campaigns. Managing their search campaign at this sort of scale presented many challenges including a huge number of keywords and difficulty increasing spend while maintaining ROAS.

Since choosing Marin Software, Farnell element14 has taken advantage of Marin Dimensions to “tag” campaign elements for segmentation and analysis; this ability provides key insight right down to the keyword level. The team also uses Marin’s predictive bidding algorithm to automate keyword level bidding, maximizing financial performance while still maintaining ROAS. Farnell element14 has seen great results including a 29% increase in revenue, 66% increase in CTR, and 38% increase in conversion rates. To learn more and read the full case study, click here.

Turkish Retail Giant Increases Return on Ad Spend by 20% with Marin Software

By October 2nd, 2013

Trendyol Marin Software SEM PPC retail search marketingMarin is happy to announce a new case study with Trendyol, the leading online fashion retailer in Turkey. We’d like to thank them for allowing us to share their success story.

Prior to working with Marin, Trendyol was using two separate platforms to manage their search and social advertising. Not only was this very time-consuming, but it also led to inconsistency in data and tracking. The Trendyol team also struggled with bidding; because they didn’t have confidence in their previous black-box bidding solution, they were calculating bids manually.

When Trendyol deployed Marin Software, they realized major benefits from having everything united and integrated within a single platform. Tracking is now accurate across both search and Facebook, the team can set unique targets on a product-by-product basis, and appropriate bids are calculated automatically. Furthermore, Marin’s Facebook Campaign Wizard has reduced the time it takes to set up new Facebook campaigns from two hours to only 20 minutes.

Trendyol has seen significant improvements in performance, including 20% improvement on ROAS and a 31% increase in CTR. To learn more about Trendyol’s journey, check out our full case study here. Finally, a big congratulations to Trendyol, and we look forward to showcasing more success stories in the future.

the7stars Migrate to Enhanced Campaigns: A Success Story

By June 17th, 2013

the7stars LogoEnhanced campaigns are talk of the town, no matter which town you’re in; today’s blog post tells the story of how one London-based independent media buying agency, the7stars, successfully migrated to enhanced campaigns using Marin Software.

When Steve Wright, Head of Biddable Media, first heard about Google’s enhanced campaigns he was concerned about the amount of work that would be required to migrate and also the potential impact on performance. He was, however, excited about the enhancements that would streamline workflows across multiple devices and the ability drive incremental revenue for their clients with increased visibility across all devices.

For Steve and the team at the7stars, knowledge is king and they spent time learning as much as they could about enhanced campaigns, including reading Marin’s white paper, listening to our webinar and most importantly documenting a migration plan with Marin’s Client Services team. The migration plan included: identifying parent and sibling campaigns to be merged, updating all URLs to include the {device}, {ifmobile}, and {ifnotmobile} ValueTrack parameters, calculating mobile bid adjustments, and deciding when to push the migration live based on each client’s marketing schedule.

The actual migration involved no campaign down time or loss in tracking and was completed in less than a day. Most importantly Steve and the team report that migrating was stress free and easy to implement. In other words, they never once lost focus on their ultimate goal of helping their clients succeed! Steve and his team are now busy monitoring performance and refining their strategy. We look forward to hearing their findings in a few weeks’ time.

Launched in 2005, the7stars is a London-based media buying agency, clients include Suzuki, Pizza Express and CityJet. Steve Wright is a seasoned media professional with a keen interest in digital technologies and their application.

Fastweb Increases Revenue by 750% with Marin Software

By May 21st, 2013

fastweb Logo

Prior to working with Marin, Fastweb was challenged by disparate technology and struggled to attribute downstream revenue back to search and display clicks. As a result, their CPA-driven bidding strategy generated a disproportionate amount of low-cost, low-revenue leads. To drive high-revenue leads and optimize their search and display programs, Fastweb needed a bidding solution that could automatically maximize revenue while hitting their ROI goal.

By integrating their tracking system with Marin’s revenue upload functionality, Fastweb seamlessly stitches their downstream revenue with daily publisher clicks and cost. With meaningful ROI-driven performance data, Marin’s adaptive bidding algorithm enables Fastweb to calculate optimal bids for keywords that drive high-revenue leads. A portfolio-based spend trade-off between keywords and groups, along with the flexibility of setting a single bidding goal across all of their campaigns, has increased Fastweb’s revenue-per-month by 750% since deploying Marin Software.

Marin is very pleased to announce our recent case study with Fastweb. We would like to thank them for allowing Marin to earn their business and share their success story with others. As part of the Monster Network, which includes Monster.com, Fastweb is the premier online resource for paying and preparing for college. Their success stems from their commitment to empower the lives of students through scholarships, financial aid tips, and job and internship matching.

Congratulations to Fastweb on a fantastic win! We certainly hope there are more success stories like this one in the near future.

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