Posts Tagged ‘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.

Best Practices Take Flight: easyJet Case Study

By April 21st, 2014

Lots of Marin customers operate in challenging markets, and easyJet is a prime example. The largest airline in the United Kingdom, easyJet operates in the notoriously competitive travel vertical, where a multitude of airlines vie for the same keywords alongside travel comparison sites and tour operators. Keyword lists are continually growing, and bids must be carefully monitored.

easyJet faced the challenge by teaming up with Resolution Media and making great use of Marin Software. Our interface is designed to deliver ever-improving financial results even in the toughest markets. Take a look at how easyJet achieved their goals, and pick up some tips for your own campaigns:

Folder-based Bidding

  • Using the automated Folder-based bidding solution, Resolution Media is able to optimize at the keyword level. They segregate brand and generic terms, and set different performance targets to make the most of each keyword and achieve easyJet’s goals. Keyword bids are calculated across all routes and updated daily.
  • Pro Tip: Use the time-savings you’ll gain to fully test your campaigns, refine your strategy, or even leave the office a little earlier!

Marin DimensionsMarin Software Dimensions

  • Resolution Media created a virtual reporting structure native to Marin Software that does not impact campaign structure, leaving the team free to adhere to campaign structure best practices and preserve Quality Score.
  • Pro Tip: Use Marin Dimensions to “tag” campaign elements for segmentation and analysis. Categorize and compare the data sets that matter most to your business.

User Journey Reportactionable recommendations Marin Software

  • Marin Software’s User Journey Report allows the team to understand which type of booking the keyword is actually driving. This facilitates ad copy and budget optimization, and also informs bid strategy in terms of knowing which routes need additional support.
  • Pro Tip: Turn to the User Journey Report for valuable insight on the best performing times of day and days of the week. Then put the insights into action with our day-parting functionality.

Since adopting Marin Software, Resolution Media and easyJet have seen significant improvements including 111% improvement in ROI, 51% decrease in cost per booking, and 29% increase in bookings. Learn more about their goals and success in the full case study.

Finally, thanks to Resolution Media and easyJet for allowing us to share their story!

#MarinMasters NY 2014 Streamcap

By April 15th, 2014

Last week, we were proud to host another engaging Marin Masters in NYC! Customers and partners gathered to network, share insights, and take in presentations from some of today’s top digital marketers. A big thanks to everyone who attended, and here’s a transcribed streamcap in case you missed it (#MarinMasters on Twitter):

The Marin Vision: Turning Complexity into Opportunity 
Matt Ackley, CMO, Marin Software

Customer Targeting and Optimization in Action
Cameron Urry, Senior Interactive Marketing Manager at Extra Space Storage

Audience Targeting and Building a Database of Intent
Molly Parr, Director of Product Marketing at BlueKai

Deconstructing Digital Daily Habits: A Deeper Understanding of How Gen Y/Z Affects Online Advertising
Edwin Wong, Senior Director of B2B Strategic Research & Insights at Yahoo!

Attribution & Optimization Techniques for Multi-Channel Success 
Panelists: Matej Horava – Head of Partnerships at LiveRamp, Paul Pellman – CEO of Adometry, David Greenbaum – CEO of Boost Media

Mobile Audience Targeting
Cathy Boyle, Senior Analyst of Mobile at eMarketer, Inc.

Combining Search & Social: The Performance Marketing Multiplier
Dan Morris – Senior Product Marketing Manager, Marin Software

The Digital Transformation of an Industry Vertical
Brian Long, Senior Manager of Performance Marketing at AutoTrader and Ian MacDonald, Senior Manager and Director of Consumer Marketing at AutoTrader

Fireside Chat
Chris Lien, CEO of Marin Software and Melissa Esmundo, VP of Marketing at Though Mudder

  • Got the faux fire going for our fireside chat with Marin CEO and Tough Mudder’s Melissa Esmundo #marinmasters pic.twitter.com/w7Xfm7cADE
  • Internationally, Tough Mudder uses a lot of Display advertising since social and search channels more fragmented #marinmasters
  • Interesting marketing tactics from @ToughMudder to drive obstacle course event sign ups. #MarinMasters #measure - Paul Pellman (@ppellman)
  • @mesmundo Story telling & content narrative campaigns start in fall in “off season.” Move into direct with start of season #marinmasters
  • @mesmundo Better mobile experience and better mobile optimization drove 40% increase in engagement on mobile #marinmasters
  • @mesmundo Build awareness over social leveraging iconic images. Constant changing landscape of mobile a challenge #marinmasters
  • @mesmundo Conversion process starts early with educating consumers what a Tough Mudder event is. Starts with Social. #marinmasters
  • #marinmasters – brought to you by Melissa Esmundo Senior VP Marketing, Tough Mudder – “the mo moment” understanding the mobile experience- Ken Solano (@kensolo_2345)

Miscellaneous Fun

Fifth UK & European Search Award in Four Years Confirms Marin’s Position as a Leader in Europe

By April 3rd, 2014

We were delighted to pick up our fifth UK and European Search Award at last week’s ceremony in Iceland for our work with MoneySuperMarket. The award recognised the innovative work we carried out with MoneySuperMarket to build an open stack of technology to drive PPC efficiency alongside our partners Adometry and BlueKai. MoneySuperMarket took advantage of Revenue Connect to optimise paid search in Marin Enterprise using post-attributed data from Adometry, and optimised paid search campaigns based on audience data integrated from BlueKai into Marin through Audience Connect. The judges for the award commented:

“Judges felt this campaign pushed PPC efficiency to its limit showing creative innovation through technology integration.”

This fifth award won across the UK and European Search Awards series in four years reaffirms our continued presence as one of the leaders in the European search industry. Our momentum since opening up in 2009 has seen us hire more than 110 staff across 5 locations in Europe, managing campaigns for leading European brands including easyJet, Peugeot, Europcar, Nestle, Adidas, lastminute.com, LeGuide, Philips, Sainsburys and Zoopla. This growth now means we manage more than €1bn in annual European online advertising spend through our platform.

We also want to congratulate our numerous clients and partners who also won at the awards!

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.

 

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.

Experts Gather at Marin Masters NY to Share Industry Knowledge

By April 25th, 2013

Last week, we hosted our bi-annual client educational event, Marin Masters, in NYC. Over 100 search experts in the tri-state area, from top agencies and global brands, gathered in the Screening Room at the Crosby Street Hotel to share their experiences and best practices with the Marin platform.

We had some great content presented at Marin Masters thanks to our customers. Themes included bidding, optimization and call-tracking. Marin’s VP of Products, Wes MacLaggan, also showcased the future of Marin and where we see the landscape unfolding.

A special thanks to Yahoo! for sponsoring and presenting their study released earlier this month on ad copy insights and optimization within the travel vertical. Some of the highlights from their presentation included:

  • “Price points” featured in the ad copy perform considerably higher than any other variable, particularly when featured in the Ad Title
  • “Price Points” are featured in less than 1% of ad titles and 1.7% of descriptions within Travel
  • “Keywords” in the ad title perform better on average than when featured in the short description
  • Recommendations: Include price points and calls-to-action when possible to optimize click activity on your ad and drive traffic to your site

We would like to thank all of our attendees for making Marin Masters NY 2013 such a huge success! Please enjoy some photos from the event.

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