Our client provides dental practices with the business guidance, resources, and support necessary to advance their practices. Effective online advertising to generate leads and book more appointments is a critical component of their services. In an industry where customer acquisition is pivotal, the team sought innovative ways to optimize their advertising efforts.
"Marin Ascend automatically allocates budgets to the campaigns that will deliver the best results. It has truly streamlined our advertising efforts and set us up for success as we expand into new channels."
Dentists offer an array of services, from cleanings to fillings to cosmetic surgery and more. Since each service requires its own unique ads and targeting, the team has to manage multiple campaigns across numerous practices. They needed help allocating their monthly budgets across campaigns and achieving the best possible overall cost per lead for each office. It was too complex to manage manually, so they sought an automated, AI-powered solution.
Marin Ascend emerged as the ideal solution. The platform was configured so that each dental office had a total monthly budget. Marin then dynamically allocated that budget across campaigns, favoring those with the best performance and highest potential for continued success.
Marin also updated Google Smart Bidding targets (CPA/ROAS) to ensure alignment between daily spending and efficiency goals. The platform uses proprietary and publisher forecasting models to determine the optimal daily budget and target for each campaign—this strategic setup maximized efficiency across their entire paid search program.
The team was thrilled to see remarkable results quite quickly. Within two weeks, across 18 offices, their campaigns saw:
- A 78% increase in conversion volume
- A 33% increase in conversion rate
- Nearly a 40% reduction in cost per conversion
- 95% of budgets hit their monthly goal
Their paid search campaigns have become so efficient that they are working on expanding their advertising efforts into additional channels, including Meta, Pinterest, and TikTok. All they have to do is create the campaigns, and then they can rest easy knowing that Marin will handle budgeting and optimization for them.
We’re not calculating CPC bids manually anymore on Google and Meta…there are just too many signals and performance changes too quickly to keep up. So why are many brands and agencies still using manual, spreadsheet-driven approaches to manage their performance advertising spend? This is a problem because planning in spreadsheets has a few fundamental challenges:
- Fragmentation: With the rise of new social media channels like TikTok and Reddit, brands and agencies are working across more ad platforms than ever. Pulling all this data together is essential for making good decisions, but often, the data is siloed, and the manual process of unifying it is tedious and time-consuming.
- Forecasting: Estimating spend based on the number of remaining days in the month isn’t enough to drive optimal results. You need AI-powered forecasts that understand diminishing returns, seasonality, and other external factors.
- Frequency: Adjusting your spend allocation and budgets quarterly, monthly, or weekly isn’t enough to capitalize on trends in the fast-moving, competitive media landscape.
Brands and their agencies can and should do better than spreadsheets to get the best return from their marketing investment.
Marin built a better way
Our goal is simple: we help you sell more with less effort. We built an optimization suite that understands the potential of each of your campaigns across ad platforms and automatically manages your spend allocation. The result is better performance and time savings for your team, whether you are a brand or an agency.
Flexible Setup with Simple Goals
Marin’s optimization is based on Strategies, which are groups of campaigns that share a common goal, such as ROAS, CPA, or spend. Strategies can span ad platforms and include any number of campaigns. For example, if you have specific budgets and/or ROAS targets for different lines of business, all the campaigns associated with each line of business would be grouped into their own Strategy. That way, Marin’s AI can manage them in unison since they’re all working toward the same goal.
Powerful AI-based Forecasts
To optimize your budget allocation, you need to understand each campaign's incremental contribution to your overall goal. If you just reference past performance, you’re ignoring diminishing returns, seasonality, and other factors that may affect future performance. You’re basically driving forward while looking in the rearview mirror.
Marin’s powerful AI synthesizes publisher forecasts with proprietary models to simulate the future potential of each campaign.
Before and After Allocation
Marin summarizes the change in your allocation before and after implementing our recommendations. Once you turn on our recommendations, Marin will automatically adjust your campaigns’ daily budgets, efficiency targets, and, where needed, the CPCs for all the keywords in the Strategy.
Automated Pacing
Sleep soundly knowing that Marin is constantly monitoring your strategies and making adjustments to ensure you get the best results based on the strategy targets. Our Strategy Dashboard summarizes performance against plan, and if there are any issues, our team of experts will help guide you through how to address them.
Real-world Results
Fusion92, an agency client of Marin’s, used Ascend to increase conversions by 10% while dramatically improving budget compliance and saving time.
“Making mistakes with our client's budget isn’t something we can afford,” said Tom Hammond, VP of SEM & e-commerce at Fuision92. With Marin, we’ve automated budget management, saving us 15 hours of manual work weekly and improving performance for our client’s campaigns.”
Click here to read their success story.
Better Results, Made Easy
If you’re a marketer looking for more growth and a better return on your marketing spend, it’s time to move beyond spreadsheets. Interested in learning more? Check out our upcoming live product tour, or click here to talk to our team.
