With Marin, I can instantly get a 360-degree view of how our search marketing program is working for our clients at a variety of levels. The filter functionality allows for me to quickly sift through an account to understand performance across client KPI’s across hundreds of thousands of keywords and seamlessly generate critical reports with the click of a button, and measure ROI to the keyword level on any account at any time.”
Director of Search Marketing, Razorfish
Razorfish is one of the largest interactive marketing companies in the world. With a demonstrated commitment to innovation, Razorfish counsels its clients on how to leverage digital channels such as the Web, mobile devices, in-store technologies, and other emerging media to engage people, build brand loyalty and provide excellent customer service. Razorfish has offices in markets across the US, and in Australia, China, France, Germany, Japan, Spain, and the UK. Clients include Carnival Cruise Lines, MillerCoors, Levi Strauss & Co., McDonald’s, and Starwood Hotels.
Razorfish operates an extensive search marketing department, delivering full-service SEM and SEO services to large brand-name clients. The search marketing team of 100+ experts is spread out across the U.S. and manages hundreds of accounts for over 50 large brands, including J. Crew, Shutterfly, Starwood, Weight Watchers, Disney and CapitalOne.
With search marketing being such a crucial – and fast-growing – part of Razorfish’s business, the company wanted to standardize paid-search management onto one, robust application, enabling the agency’s paid search experts to drive more efficiency and higher ROI out of the paid search channel for their clients. The paid search management application had to be easy to use, scalable, and seamlessly integrate with Razorfish’s existing analytics and campaign management platforms, allowing teams to quickly port existing search management accounts and third-party data onto the platform for minimal client disruption.
Years prior to selecting a new search management application, Razorfish managed their accounts using a first-generation application that required significant manual campaign management. This process was time-consuming and cumbersome. Simple ad-hoc client requests for reporting often required a specialist to spend hours pulling and manually analyzing data. Razorfish needed a next-generation application that could efficiently handle the paid search programs of their diverse clientele; automate reporting for analysis and trend spotting; and provide sophisticated geo-targeting features for large accounts, as well as easy-to-use optimization and creative testing features for smaller accounts.
Razorfish undertook a comprehensive review of all paid search management applications on the market and chose Marin Software for its ability to accurately measure and improve paid search ROI, quickly onboard new clients, and streamline the process of bid and campaign optimization. Razorfish account managers and account executives use Marin Software on a daily basis to manage all aspects of their clients’ paid search programs – from bid management and reporting, to campaign analysis and optimization – while managers such as the Director of Search Marketing use Marin’s dashboard to get a high-level view of program performance. Marin’s ability to create reports in minutes was a real plus for Razorfish, as any time saved from doing manual reporting could be reinvested into improving client support, integration, and strategic planning.
Razorfish relies heavily on critical functionality in Marin Software such as:
Razorfish has been working with Marin Software since early 2008 to help manage its search programs globally across all of its offices.
Razorfish has achieved impressive results with Marin Software. Estimated results include: