Our cybersecurity provider client relies heavily on biddable media to acquire new consumers all over the globe. As an international, industry-leading company, this client’s campaigns can be pretty complex. They run campaigns in 30 languages on nine different publishers including walled gardens such as Google, Microsoft, Amazon, and Facebook.
When the German market began to fall behind its expected goals, the team needed a new strategy to make up ground and drive efficient performance ahead of the all-important holiday season.
Amazon Ads and search engine marketing were run by two different teams. With this setup, it was hard to compare metrics, reports, and results across the publishers. The teams were beginning to wonder if Amazon Ads were cannibalizing Google Ads, essentially competing against themselves. But, with campaigns running on separate walled garden platforms, it was difficult to test or prove.
Bringing these channels together with an omnichannel approach to insights, automation, and optimization was the only way to isolate the issues and find a solution.
- Skai’s unique Search Term Analysis quickly highlighted where poorly-performing spending was accruing across both channels.
- After an account restructures, the team used Campaign Mirroring to quickly sync the changes across other search publishers, including Microsoft Advertising.
- Fusion Reports analyzed ad copy performance across channels.
- Automated Actions updated landing pages and copy with the top-performing ad copies on each channel, which saved the team hours that they used to refocus on what really matters: continuously improving ad copy to stabilize quality score, ad relevance, and CPCs and CTRs.
In six months, revenue grew by 37% and sales by 45%. In one year, revenue increased by 77%, sales went up by 116%, and ROAS soared to a 91% increase.
“Skai made it possible for our search and Amazon teams to build an innovative, holistic approach that is driving performance and efficiency,” said the company’s senior global biddable media manager. “This would not have been possible in the publisher-native platforms or had we used channel-specific point solutions. This is just the start of our omnichannel journey with Skai, and we are excited to see where it can go.”
Skai’s marketing platform connects your data across the walled gardens to help you optimize campaigns and reach consumers like never before. We empower brands and agencies to plan, execute, and measure campaigns in one unified platform with best-in-class automation and optimization capabilities.