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