It’s no secret — optimizing Digital Marketing campaigns is no easy task. We used to joke that “It’s not Rocket Science”, but today with Machine Learning and AI technology, it’s really become as complicated as Rocket Science! With the search landscape becoming more and more complex, and publisher tools becoming that much more sophisticated but often lacking cross channel capabilities, the need for sophisticated 3rd party management tools has grown significantly. This is particularly the paradox where One Digital, an agency specializing in the digital consumer, found themselves in when Google launched Smart Bidding. How can they drive more efficient revenue for their clients through paid search?
Google’s Smart Bidding provides marketers with a lot of automation impacted by insights and metrics hidden from the Marketer. This is great for capturing opportunity on Google that you otherwise wouldn’t be able to, but you’re not just managing campaigns on Google. How do you make sure budgets and performance are balanced in the most optimal way across all your marketing efforts while still capitalizing on opportunities provided by the publishers? Well, our answer to that is Kenshoo’s Budget Navigator, which is part of the Kenshoo Optimization suite and is fully compatible with Google’s Smart Bidding feature. It’s no longer a question of Publisher Tools OR 3rd party tools. Kenshoo plus Google are simply better together.
The One Digital team worked closely with Kenshoo’s Customer Success teams, to ensure that they understood the best approach to use the power of Kenshoo Automation in conjunction with Google’s Smart Bidding. This sort of partnership between One Digital and Kenshoo is how ShopFácil.com was able to achieve the efficient growth they sought out, with an increase in Revenue of 17%, a 10% decrease in CPC, and an 18% increase in Target ROAS, while also benefiting from a slight reduction in spend.
All of this wouldn’t have been possible without our fabulous clients One Digital and ShopFácil.com, so we’d like to tell you a bit more about them.
One Digital is a communications agency specializing in digital consumers: studies their habits, interests, and behaviors, regardless of channel. At One Digital, “communications” is to combine data and creativity to generate results. For them, performance is not only to measure but to change the business as well. Their media team is made up not only of communications experts but also of professionals who are intimate with numbers and statistics, who derive maximum results and predict consumer behavior.
ShopFácil.com is a part of the Bradesco Organization. They bring together the best players from different segments and present offers with exclusive prices and benefits – a marketplace that makes possible to purchase any product from the site, from several suppliers at one time. Their objective is to make the shopping experience easier, faster and more enjoyable.
Do you feel like you’re missing out on something? Do you wish you could have results like this for your Marketing? Hit us up, and request a demo. We can hook you up with what you need to succeed.