Skai Labs Enables Faster, Flexible Analysis for Large Pharma Brand
Challenge
Reviewing ad extension performance in Paid Search is critical because it helps advertisers understand how specific extensions are impacting campaign effectiveness and user engagement. Reviewing performance data helps you test different extensions and combinations, allowing marketers to allocate budget and resources to the top-performing extensions that maximize return on ad spend (ROAS). This work often requires manual effort, increasing the risk of overlooking important insights. It can also be time-consuming, taking away valuable team hours that could be spent on optimizing campaigns for best results.
The marketing team for a large pharmaceutical company spent hours each month pulling and formatting raw data into color-coded, branded pivot tables to highlight trends and anomalies across multiple Google accounts. After surfacing the insights, they then had to wait for additional stakeholders to review and approve the recommendations. Only then could they finally go back in and apply the optimizations or refresh creatives. The team wanted to significantly reduce the amount of time spent on this task by finding a more efficient, automated solution to get from analysis to insight faster.
Solution
Skai Labs, the team of expert developers building out bespoke enhancements to fit clients’ exact needs, and the In-Market Data Science (DS) team stepped in to build an automated solution to help address the client’s needs. The end goal? Create a cross-profile, cross-country, and cross-ad extension performance analysis.
The DS team developed a script to run the analysis across brands and countries in Snowflake Snowpark, an intuitive library for querying and processing data at scale. Then, the Skai Labs team wrapped this script with a fully automated monthly process, to analyze the data, and format it in an easily readable, color-coded set of tables, including a column with easy-to-follow recommendations. For example, these insights could highlight which extensions needed to be refreshed where CPCs were high, but the CTR was low. Or ensuring full coverage of high performing ad extensions across all levels—not just at the ad group level to enhance visibility and maintain brand consistency across campaigns or accounts.
Now, on the first of every month, the automated report is automatically added to the team’s Google Drive. The team also receives an automated email with the analysis, including the branded and formatted Excel file and Google sheet with recommendations for the team to review and approve. This setup works well for collaboration among stakeholders, giving everyone access to the latest report, tracking approvals, and seeing updates instantly to support agile decision-making.
Results
Skai Labs delivered an automated solution that not only saves the team 4-6 hours each month but also gives them more control and flexibility in reporting and analysis. By eliminating the need for manual data gathering, the media team can now focus on implementing optimizations and collaborate more effectively with stakeholders. With a workflow that requires no manual effort, they can run this analysis as often as needed—weekly, daily, or ad-hoc—enabling faster, data-driven insights through clear visuals that highlight performance trends and suggest actions.
Solution used
