Chemistdirect.co.uk Expands Ad Campaigns to PLAs, Mobile and Display Through Marin Software
July 09 2013 - 3:00AM
Marketwired
Marin Software (NYSE: MRIN), provider of a leading Revenue
Acquisition Management platform for advertisers and agencies, today
announced Chemistdirect.co.uk reduced the amount of time spent
managing paid-search campaigns by 60% and boosted revenues from new
online channels by leveraging the Marin platform.
Chemistdirect.co.uk is Europe's leading online chemist,
providing over 20,000 health and beauty products and prescription
medicines online at the lowest price -- with the highest
pharmaceutical standards. Chemistdirect.co.uk wanted to scale their
search campaigns quickly to significantly increase their share of
the online chemist market. To grow their business they wanted to
invest more in search, whilst maintaining a profitable
Cost-of-Sale. However, they were concerned a saturation point had
been reached where they couldn't spend more without the
Cost-of-Sale becoming unprofitable.
With over 20,000 health and beauty products and half-a-million
keywords being managed by one person, the amount of time spent
expanding and optimising their search campaigns was limited. The
time drain of manually bidding and reporting across programs left
little resource for strategic expansion into new areas such as the
Google Display Network, Product Listing Ads and Mobile Search.
Chemistdirect.co.uk leveraged Marin's automated bid algorithm
and, due to the flexibility of the bid algorithm, they were able to
bid towards their goal of increasing investment whilst maintaining
a profitable Cost-of-Sale. As different products had different
margins, Chemistdirect.com used Marin's bidding folders to group
together different products and keywords with the same margins, and
then bid towards different goals.
Thanks to the efficiency of how search data is displayed in the
Marin platform, the search manager saved a significant amount of
time previously spent in spreadsheets. The ChemistDirect.co.uk team
found they could easily filter data in the Marin interface to
identify trends and quickly graph data to understand the impact
their optimisation changes were having on any campaign.
With all the time saved through automated bidding and campaign
management tools, Chemistdirect.co.uk were able to invest more time
expanding their campaigns into new channels to drive incremental
revenue. First, they expanded into Product Listing Ads (PLAs) and
used Marin's PLA tools to efficiently create and edit PLA
campaigns, generate reports that deliver valuable insight into PLA
performance, and optimise product target bids to maximise revenue.
Chemistdirect.co.uk also had more time to focus on expanding their
campaigns into mobile search and onto the Google Display Network,
using Marin's mobile and display functionality.
Chemistdirect.co.uk were able to save over 60% of time spent
managing campaigns through their effective use of Marin Software.
They were also able to execute additional work which would have
required hiring three additional staff without Marin.
Marin's automated bidding also enabled Chemistdirect.co.uk to
spend 40% more whilst maintaining a profitable Cost of Sale. In
addition, the time reinvested in expanding campaigns into new
channels generated a 20% increase in volume of sales coming from
the Google Display Network and also drove mobile to a position
where it now accounts for a third of traffic to the
Chemistdirect.co.uk site.
Richard Garrod, Marketing Director, Chemistdirect.co.uk, said:
"What really sets Marin apart is their level of service. Our
onboarding was handled in an incredibly smooth and professional
manner, and was comfortably above what was expected. Both the
online training and in-person training from our Client Services
Manager enabled us to quickly learn the platform, and maximise its
potential. The platform itself is so easy-to-use and enables us to
manage the detail of our paid search campaign at scale. Also, it's
so simple to setup PLAs in the Marin interface, which makes a big
difference to retailers like us who rely on this channel."
About Marin Software: Marin provides a
leading Revenue Acquisition Management platform used by advertisers
and agencies to manage more than $4 billion in annualised ad spend.
Offering an integrated platform for search, social, display, and
mobile marketing, Marin helps advertisers and agencies improve
financial performance, save time, and make better decisions.
Headquartered in San Francisco, with offices worldwide, Marin's
technology powers marketing campaigns in more than 160 countries.
For more information about Marin's products, please visit:
http://www.marinsoftware.co.uk/solutions/overview.
Media Contacts: Harriet Webster / Laura West-Wilson 020
7924 5656 marin@capellapr.com
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