Marin Bidding Outperforms the Competition in Confused.com Test
- Confused.com ran a bidding test to confirm if they were continuing to get the best possible results.
- Marin Bidding delivered improved CPA, Conversions, and Conversion Rate.
- Marin’s expertise and strategic partnership with Confused.com complemented the bidding results.
- Confused.com ran a bidding test to confirm if they were continuing to get the best possible results.
- Marin Bidding delivered improved CPA, Conversions, and Conversion Rate.
- Marin’s expertise and strategic partnership with Confused.com complemented the bidding results.
Background
With so much confusion in our lives already, Confused.com is helping bring clarity to the world of insurance and financial services. This includes everything from car insurance, car finance, home insurance, van insurance, travel insurance, pet insurance, life insurance, gas and electricity, loans, and much more.
Confused.com is the first and longest-running UK comparison site, formed in 2002. They make it easy to compare a wide variety of insurance types and financial services from a range of trusted providers. Confused helped revolutionize the way we all compare and buy insurance – now, 88% of UK motorists use comparison sites at least once a year.
Marin had a clear plan for getting the best performance from our campaigns and it worked. The Marin team brought a very high level of expertise to the bidding trial.
Challenge
Paid search is an essential piece of the Confused.com customer acquisition machine and they have used Marin to power their programs for nearly 8 years. To make certain they were still working with the best platform for their needs, they decided to run a bidding test against a potential alternative.
Solution
The Confused.com team structured the tests within specific lines of business to provide a clear, isolated read on the impact. The tests were generally run for two months to make sure there would be sufficient data to make a decision. Google’s Drafts and Experiments tool was used to split the traffic 50/50 between Marin and challengers.
Results
In the final test, Marin was able to hit the target CPA and deliver higher conversions than the challenger, resulting in:
- CPA that was 11% lower than the competition
- Conversions that were 23% higher than the competition
- Conversion rate that was 8% higher than the competition
Explore more content
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!
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.
Chat with a Marin Expert today to learn more.
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.