LeLynx.fr is a French subsidiary of Confused.com, market leader in the United Kingdom and the first site to launch online insurance price comparison and provides assistance in finding insurance. This help service is simple, clear, free and fast, and transparently presents a wide range of offers on the market. Automobile insurance, motorcycle and scooter insurance, home insurance and health mutuals offered by their insurance partners are thus compared. Well known on the French market in particular thanks to its television advertisements, SEA campaigns also represent a major part of their marketing expenses.
Solve the issue of rising CPCs
LeLynx.fr is paid according to performance, once the insurance has been taken out by the Internet user, it is therefore essential to ensure a maximum incoming volume. The communication budget is unlimited as long as the acquisition cost is within the defined target. Given the inflationary pressure on the cost per click in a context of stagnant requests, bidding optimization is essential to ensure acquisition volumes while respecting the target acquisition cost.There is a clear distinction between exact targeting keywords and broad targeting keywords. It is important to note that only 15 exact keywords generate half of the expenses, and that the SEA campaigns generate a significant part of the income: the optimization of the bids is therefore essential to be able to maintain the volume of acquisition thus respecting the costs. acquisition targets. Lynx.fr has therefore gradually been able to introduce auction automation features to all of these ad groups.The automatic management of auctions has made it possible to unlock the potential of large requests and to gain in volume, to control in real time the costs of acquiring exact requests and to increase its market share. Indeed, the predictive dimension of Marin's algorithm made it possible to optimize all the keywords, including long tail keywords. This transition from a manual system to an automatic solution (collection, forecasts, transparency in the algorithm and personalized KPIs) was done simply and easily.
Improved campaign management
As soon as the Marin solution was set up, Le Lynx.fr was able to benefit from multi-publisher campaign management features, in particular that of cloning campaigns between Google and Bing but also that of two-way synchronization which allows ad management. simplified. The time saved, the team was able to focus on improving other aspects of their campaigns by running more ad and landing page testing, as well as using the reports more often. queries to enrich your list of keywords and exclude the worst performing keywords.
Other features such as automatic URL correction have reduced manual errors when setting up tracking. In general, even if the performance evaluation is delicate, with the effect of seasonality, an improvement of around 15% in the volumes generated has been estimated.
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Marketing Data Pipelines: Turning Data Into Insights
Wrangling and making sense of all your marketing data is hard. For longer than a decade, we’ve been helping companies solve some pretty complex marketing data challenges – and we’ve compiled some of the knowledge we’ve gained over the years into a handy guide. The tl;dr? It’s complicated, but with the right tools, namely a marketing data pipeline (MDP), it doesn’t have to be hard! In this guide we break it all down to help you make sense of it, including breaking down:
What an MDP is
The stages of MDP maturity
Some of the key challenges with building an MDP
How to tell if you need an MDP
How to get started
And so much more!
Check out the report to learn all about corralling your marketing data today!
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.
Stay ahead of your competitors with Marin’s cutting-edge search marketing management features
With Marin's AI-powered capabilities, marketers can gain deeper insights into the intersection of their paid search campaigns and their SEO efforts. This allows them to make data-driven decisions, refine their targeting strategies, and improve the overall effectiveness of their search marketing campaigns.
Marin's proprietary algorithms and machine learning technology are designed to help you optimize your campaigns and extract the most value from your advertising spend. Whether you're looking to target new audiences or improve your ROI, Marin's powerful AI-driven insights can help you achieve your goals.
With Marin's detailed reporting and performance metrics, you can monitor your campaigns in real time and make informed decisions about your marketing strategy. Additionally, Marin's integration with leading eCommerce platforms like Amazon and Shopify provides a seamless experience for managing your online store's advertising campaigns.
Alumni Ventures doubles lead volume and reduces CPL by 33% with Marin budgeting optimization
Background
Alumni Ventures is the #1 most active venture firm in the US and America’s largest venture firm for individual investors. They believe in the power of networks, and their network is uniquely broad and deep. The 600,000+ members of their community are the source of their capital, deal flow, and value-added services to their portfolio of companies. Alumni Ventures relies on performance digital media to generate leads for their sales team.