100+ hours saved in ad management across Google and Bing
Maintained BizCover’s CPL within its target range by 3-5%
Background
BizCover is an Australian-based business insurance comparison service. It helps small businesses compare and buy business insurance policies from major insurance providers online. Founded in 2007, BizCover has become synonymous with disruption in the insurance space and has sold over 250,000 policies to over 100,000 SMEs Australia-wide.
Challenges
As an industry disruptor, BizCover faced a marketing hurdle that many rapidly scaling businesses come across: How do you build more leads while creating efficiencies in ad spend, time and resources?
As a growing business, a key goal for BizCover was to generate business leads online. However, the sheer size of the company’s AdWords account, alongside resourcing and time constraints, was standing in the way of BizCover achieving its full lead generation potential.
The business insurance space is complex and also extremely competitive, which made optimizing digital marketing efforts an onerous job for the BizCover team. The task of manually managing a large amount of keyword bids on a daily basis was costing the business a great deal of time and resources. They also found they were spending a large amount of time on lower value accounts, which resulted in lower ROI.
BizCover knew it needed a scalable digital solution that would automate processes, create time efficiencies and allow it to increase leads while maintaining cost per leads (CPL) within its target range.
Solution
Marin Software and BizCover began working together in March 2016. With Marin providing ongoing support during the planning and implementation phases, BizCover was able to run the technology to its full potential both quickly and easily.
To help BizCover manage its search account more efficiently, improve performance, and achieve an increase in leads, Marin Software recommended that BizCover focus on automated bidding, automating reports and use the Smart Sync tool to sync beteween their Google and Bing accounts.
Marin Software’s platform optimized BizCover’s bidding activity, changing its keyword bids regularly to respond to daily data opportunities.
Marin Software’s Smart Sync solution was also used to clone AdWords campaigns across to Bing Ads and therefore provided a significant time saving opportunity for BizCover’s team. This function is ongoing, meaning that ads are transferred across from Google to Bing. By automating the process so the Google changes are replicated in Bing, Marin Software was able to give BizCover peace of mind by keeping the account up-to-date while saving time.
In tandem, BizCover and Marin Software focused on generating more leads while keeping within BizCover’s CPL target.
Results
Marin Software has provided BizCover with a transparent and unified view of its online marketing activities.
Since its implementation, Marin Software’s platform has changed 90% - 100% of BizCover’s keywords’ bids on a daily basis, automatically responding to market changes, competition, and potential leads within the account across all keywords.
Through the Smart Sync feature, Marin Software has allowed the BizCover team to effortlessly manage and optimize search campaigns across publishers, saving them a great deal of time while increasing their ROI. The BizCover team has saved over 100 hours in manual ad management on Bing through the use of Smart Sync alone.
As a result, the company’s bidding activities have become more consistent and strategic, and have led to tangible lead generation.
Overall, Marin software has had a big impact on the way BizCover reaches its key audiences. The total number of conversions in the bidding folders increased by 22.7% and BizCover’s CPL has consistently stayed within 3-5% of their set target when comparing data between April 2017 and April 2016.
Prior to working with Marin Software, BizCover’s team spent in excess of 5 hours a week manually managing its vast search account in Bing alone. Thanks to the time savings through Marin Software, BizCover is now able to reallocate resources to supporting other company marketing and business activities.
Marin Software’s high touch customer service support and its delivery of ongoing counsel to BizCover’s internal team continues to ensure the company reaches and exceeds its digital marketing objectives.
22.7% YoY increase in conversions
100+ hours saved in ad management across Google and Bing
Maintained BizCover’s CPL within its target range by 3-5%
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To help you stay on the leading edge of performance marketing, we surveyed over 300 B2B marketers to uncover actionable insights that will help you improve the performance of your PPC investment. Through a Marin and LinkedIn partnership, we sought out to understand what B2B marketers face right now and how they are dealing with a complicated market. Read the full report to get a better understanding of how B2B marketers are changing their approach this year.
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How budgets have changed through the years 2020 to 2023 and how budgeting complexities affect the work of advertisers this year.
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Enhancing Search Marketing Strategies With Generative AI
Search marketing is a critical component of a successful business strategy. With so much content available online, businesses must strive to stand out from the competition and deliver relevant results to their target audience. This is where generative AI comes into play. By leveraging the power of artificial intelligence, businesses can now elevate their search marketing strategies to new heights.
In this blog post, we’ll explore how generative AI can enhance search marketing strategies. We will delve into the potential of this innovative technology to drive more accurate and personalized search results, improve keyword targeting, and enhance content creation. From identifying patterns in customer behavior to generating engaging ad copy, generative AI has the potential to revolutionize the way we approach search marketing.
7 Ways businesses are using generative AI in search
Generative AI has found its way into the workflows of many industries. Here are seven specific ways marketers use generative AI in search.
1. Personalized search results
Generative AI algorithms trained to analyze user data and behavior deliver more tailored and relevant search results and can significantly enhance the online experience for users. Users can consistently expect to find search ads more aligned with their interests. Recent research shows that 94% of marketers believe that personalization boosts sales and more than three quarters of marketers say that generative AI helps them deliver this personalization.
2. Improved keyword targeting
Marketers must constantly analyze vast amounts of data to identify trends and correlations, allowing businesses to optimize their keyword selection and improve the effectiveness of search advertising campaigns. AI helps marketers do this more effectively by increasing the amount of data they can analyze in a limited amount of time.
3. Enhanced content creation
With generative AI, marketers can produce engaging headlines, ad copy, and social media posts based on user data and preferences, saving businesses time and resources while maintaining relevance and effectiveness. Generative AI saves marketers approximately two-and-a-half hours per day simply by optimizing time-consuming tasks such as content creation.
4. Mining customer insights
By analyzing large datasets quickly, generative AI algorithms can identify patterns in user behavior, preferences, and purchase history, providing businesses with valuable insights for targeted marketing campaigns, product recommendations, and personalized offers.
5. Automated SEO practices
SEO practices can be time consuming and highly prone to human error. Generative AI can streamline and automate certain aspects of search engine optimization, such as optimizing metadata, meta descriptions, and creating internal linking structures. This enables marketers and SEO professionals to focus on higher-level strategies while leaving technical SEO tasks to generative AI. The productivity lift that this automation can deliver for marketers has been estimated to be valued at $463 billion globally.
6. Conversion rate optimization
Call-to-action (CTA) prompts are key for driving user action and boosting conversion rates. AI can help marketers evaluate how effective each CTA is in driving customer action, and generate the most effective CTAs that incorporate insights from past successful campaigns.
7. Competitive advantage
When leveraging generative AI in search, businesses can gain a competitive edge by delivering more personalized experiences, targeting the right audience, and staying ahead of the competition in the evolving digital landscape.
Leveraging generative AI for content creation
Leveraging generative AI for content creation offers an incredible advantage to content creators. This technology opens doors to new possibilities, allowing content creators to focus on other aspects of their work while ensuring that their content remains engaging and relevant.
Headline and title generation
Modern technology can be used to analyze existing headlines and produce fresh ones for various forms of content like blog posts, articles, and more. Doing so not only saves content creators valuable time and effort, but also generates powerful headlines that truly resonate with users. Generative AI can also help marketers ensure that their titles and headlines include keywords that are most relevant to their customers to help them find these articles or blog posts easily.
Ad copywriting
Engaging ad copy is essential for search advertising campaigns and social media marketing. By analyzing user behavior and preferences, AI can generate effective ad copy that resonates with target audiences and drives conversions. Additionally, AI can help marketers repurpose old content and create new copy that is unique but has the same messaging as previous campaigns.
Social media posts
Social media data can help marketers determine the best time to post content, understand what type of posts get the most engagement, and even suggest new content ideas based on this information. Marketers can use this insight to create unique posts that are relevant for each social media platform.
Content personalization
Americans are constantly inundated with search content. A deeper understanding of customer preferences allows marketers to personalize outreach based on this insight and stand out from the crowd. Generative AI algorithms can analyze user data to personalize content for individual users. This can include customizing content based on geographic location, search history, and other factors to provide a more tailored and engaging experience.
Content summarization
Companies often create longer-form content such as whitepapers or research reports to deliver highly complex or technical information to their audience. AI can help marketers repurpose this content and generate short summaries that capture the key insights of the content. This can be useful for drawing up executive summaries or providing users with quick overviews of more in-depth content.
Video and audio content
Generative AI can also be used to create unique video and audio content. For example, it can produce custom music compositions or match stock footage with voiceover audio for ad campaigns.
Enhancing advertising campaigns with generative AI
With generative AI as a powerful tool, businesses can stay ahead in the competitive advertising landscape by delivering personalized and engaging content to their audience. Here are some ways you can use generative AI to create and execute better advertising campaigns.
Dynamic ads
Timing is crucial for the success of any advertising campaign. AI can be used to dynamically produce ads in real time based on various factors like user behavior, location, and preferences. By tailoring ad content to specific users or contexts, businesses can deliver more relevant and compelling ads, increasing the chances of generating conversions.
Target audience expansion
Generative AI can analyze customer data and identify insights and patterns that can be used to expand target audiences. By finding common characteristics among existing customers and generating lookalike audiences, businesses can reach new potential customers who are likely to be interested in their products or services.
Ad testing and optimization
Automating the process of ad testing and optimization can help marketers be more effective by quickly producing and testing different ad variations. This enables businesses to easily identify the most effective combinations of ad creatives, targeting, and messaging, leading to improved campaign performance.
Predictive analytics
Generative AI algorithms can analyze historical campaign data and external factors to make predictions about future ad performance. Leveraging predictive analytics, businesses can optimize their ad campaigns by adjusting targeting, budget allocation, and bidding strategies to achieve better results.
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A leading distributor of components and solutions for electronic system design, production, maintenance, and repair turned to Marin Software to help optimize their paid eCommerce campaigns. They are a global technology leader with over 80 years of experience. Their multi-channel approach includes 48 transactional websites, contact centers, a field sales force, and an online community.
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