Client background

• Client: One of the largest marketing services companies in Australia
• Industry: Business directory and digital marketing services
• Areas of operations: Australia

Challenges

With 4,500 SMB customers for digital marketing, the client faced challenges in campaign structuring with each campaign taking 8 to 10 days to go-live. In addition, the client needed insights into the campaign performance to ensure continuous improvement. They were also hard pressed to manage increasing volumes  of campaigns and seasonality.

Solution

• Team of over 30 SEM experts trained on nuances of Australia market, industries, customer types
• Team structure to improvise activity flow - campaign setup team, optimization team, development team, quality & analytics team
• Campaign managers create search campaigns on Google AdWords and Bing Ads within TAT
• QA team checks campaign quality and suggests changes/improvements if any
• Post campaign go-live, team analyzes the critical metrics and optimizes the campaign for better performance, result, media spend, and ROI

Business Impact

• Turnaround time
  • Reduced TAT for new campaign setup and change requests ensuring faster time to market
• Improved campaign performance
  • 13% increase in clicks
  • 18% increase in impressions
  • 51% increase in conversions
• Quality
  • Improved campaign quality with zero defect/error