Presentation
The LeGuide.com Group, operator of shopping guides, price comparators, shopping search engines and Internet review platforms, is number one in Europe with 19.8 million unique visitors (Comscore audience, January 2014). With a team of around 200 employees, the group operates in 14 European countries thanks to a multi-site strategy, including LeGuide.com, Ciao, Webmarchands, Dooyoo and Choozen. The group has chosen Marin Software to carry out e-marketing expenses for all of its subsidiaries including LeGuide.com, the leader in price comparison and buying guide in France.
Challenges
As part of its comparator activity, LeGuide.com has to manage several million keywords. The manual management of campaigns quickly comes up against human capacities for handling and optimizing a large volume of data, both at the structural level (editorial, extension of keyword lists, targeting management) and at the performance level ( daily auction optimization).
In addition, the presence of LeGuide.com on several advertising networks (Google, Yahoo / Bing, Facebook) only reinforces the complexity of the workflow and the repetition of daily tasks on each of the publisher consoles to the detriment of enhanced performance optimization. financial.
Finally, LeGuide.com uses an internal system for tracking conversions and turnover generated through these campaigns. The ability to reconcile this data with cost information from publishers is an essential factor in implementing bid optimization strategies with a high level of reliability.
Solution
LeGuide.com sets itself the objective of improving productivity by relying on the automation of the greatest number of repetitive tasks with low added value. The primary objective is to be able to focus on optimizing the return on investment. Marin Software's ability and experience to manage large-scale campaigns will allow LeGuide.com to precisely meet the needs of:
- 1. A single platform for centralized and consistent management of campaigns on Google, Yahoo / Bing and Facebook. LeGuide.com can now manage its campaigns from a single platform without having to reproduce the same tasks on each of the publisher consoles;
- 2. Thanks to the categorization of campaign elements with Marine Dimensions, LeGuide.com can "mark" campaigns, ad groups or keywords allowing a more detailed analysis, and this across all accounts and / or networks. , without limitation imposed by the structure of the accounts;
- 3. By relying on Marin Software's connectivity service with the customer's CRM databases, LeGuide.com can integrate conversion and turnover data from its internal information system directly into the Marin Software application that will assign each conversion to the right keyword or the right ad;
- 4. Marin Software's patented algorithm has the power to automatically manage multi-million keyword bids based on a performance goal. The specificity of Marin Software's tool lies in its ability to optimally manage long tail keywords which represent an important part of LeGuide.com's system.
Results
The productivity gains noted by LeGuide.com can be found at both operational and financial levels.
On the one hand, LeGuide.com cut by five the time spent on manual bid adjustment, which represented the bulk of the resources allocated to campaign management. This time saving has, for example, allowed the development of campaigns by substantially increasing the volume of keywords, which made it possible to generate more business volumes on the Yahoo / Bing and Facebook networks, previously poorly optimized by the teams by lack of time. Thus, the deployment of Marin Software facilitated the restructuring and expansion of campaigns on the Yahoo / Bing network, resulting in a tripling of LeGuide.com's investments on this network at constant margin.
On the other hand, these growth efforts, associated with Marin Software's automated bidding algorithm, have reduced the average cost per click (CPC) by 15%, resulting in a sharp increase in return on investment. This improvement in financial performance resulted in a gain of +10 points in the net margin on overall sales.
We know that AI is everywhere, but it’s still worth taking a moment to think about what the year ahead has in store for us. We present our thoughts on the most meaningful forces driving changes for performance marketers in 2024.
1. AI Transforms Supply
Artificial intelligence is redefining how we find and access information information, which means the surfaces for advertising will continue to evolve. AI-driven Search, like OpenAI's ChatGPT, Perplexity, and even Google Gemini, is better than a page full of links.
These AI systems are shifting user behavior, with more consumers preferring AI-powered search to deliver contextual answers. For advertisers, this means evolving ad formats integrated into conversational AI interfaces. OpenAI is “weighing” whether to offer ads. Imagine AI-guided shopping assistants recommending products based on real-time queries, with ads seamlessly embedded into these interactions. The challenge will be adapting inventory and placements to fit this new AI ecosystem.
2. AI Transforms Creative
Generative AI is revolutionizing ad creative, enabling brands to produce personalized, immersive content at scale. Instead of static messaging, brands can deploy dynamic campaigns that adapt to audience sentiment and trends in real time.
Even Coke has released an AI-generated commercial. The Ad Platforms are rushing to expand generative AI capabilities. As these tools mature, the "right message to the right audience" paradigm will feel outdated, replaced by hyper-responsive creative that shifts with cultural "vibes." This ability to quickly iterate creative will empower marketers to stay relevant and resonant.
3. AI Transforms Workflows
AI is moving beyond answering questions—it’s starting to do the work for us. We have long automated routine tasks like budget allocation and campaign creation, but this year, AI agents can get s#@t done for you with a simple prompt. This evolution is helping marketers focus on strategy and insights rather than execution.
Reactive Agents are great and will have a significant impact on daily tasks. Still, proactive AI continuously scouring your account for opportunities and inefficiency will lead to even better performance, driving efficiency and scalability like never before.
4. Shoppable Everything
The boundary between content and commerce is blurring. Social platforms, streaming services, and even podcasts are integrating shoppable ads to meet consumer demand for instant gratification. Platforms like Instagram, TikTok, and YouTube have already launched robust shopping integrations, but the trend is expanding.
In 2025, expect "shoppable everything" to gain traction, from QR codes on live streams to in-app shopping experiences on emerging platforms like BeReal. Have you bought something from your TV yet? Next year, you probably will. According to eMarketer, social commerce sales are projected to reach $1.2 trillion by 2025, with brands investing heavily in seamless, purchase-ready experiences.
5. Ads Everywhere
Subscription fatigue is real, and platforms are responding by increasing ad-supported models. From Netflix to Disney+, previously ad-free platforms are introducing tiered subscriptions with ads, creating new inventory for marketers.
Retail media networks are also booming, expected to command 25% of media spend by 2028, according to eMarketer. Anyone who has a captive audience is building a media network (see Western Union). This diversification offers brands more options to reach their targets, but it also requires careful strategy and tooling to manage campaigns across these expanding networks.
6. Evolving Privacy Laws
Consumer privacy continues to be a focal point, with eight new U.S. state privacy laws going into effect in 2025. These are similar to California's CCPA but add complexity for marketers, who must navigate an increasingly fragmented regulatory landscape.
Compliance will require robust systems to manage consent and protect consumer data. Additionally, marketers must focus on privacy-compliant targeting strategies, such as first-party data and contextual advertising, to stay competitive in a cookieless future.
7. The New Measurement Imperative
Accurate measurement is increasingly challenging as data collection becomes more challenging, especially if you rely on last-click attribution. Marketing mix modeling (MMM) and incrementality testing are emerging as key tools to evaluate campaign performance. Meta offers Robyn, Google has Meridian, and independent solutions address this measurement challenge.
But a better understanding of how your investment is performing and shifting dollars to the highest-performing opportunity can significantly improve your performance…what would you do with a 5x increase in conversions?
8. Google DOJ Ruling: Uncertainty, but No Immediate Action
The U.S. Department of Justice's antitrust case against Google creates uncertainty in the ad tech space. The DoJ has thoughts, however, with a new administration likely to take office in 2025, material changes to Google’s business model are unlikely in the short term.
However, given this continued uncertainty and the broad range of other platforms, marketers are wise to lessen their dependence on the Google marketing stack. Staying nimble and monitoring regulatory developments will be crucial to navigating potential disruptions.
9. The Shift to Contextual Targeting
As third-party data diminishes, contextual targeting is making a comeback. This strategy focuses on placing ads within relevant content rather than relying on individual user data, creating opportunities for brands to align with consumer interests in a privacy-friendly way.
The Burger King ‘Whopper Detour’ campaign is a prime example of successful geo-targeted contextual advertising. Innovatively leveraging location-based marketing, the campaign strategically targeted those within 600 feet of a McDonald’s location. By setting up a geo-fence around competing restaurants, Burger King could identify and connect with potential customers who were nearby. The ad was triggered by the customer’s proximity to McDonald’s and offered contextually relevant content, appealing to individuals who were likely already considering fast food purchases.
10. Cross-Channel Alignment
With more platforms and channels than ever, cross-channel alignment is essential. Consumers expect seamless experiences across devices and touchpoints, and marketers must deliver cohesive campaigns to stay competitive.
Managing and optimizing your programs in a unified platform is the cheat code for 2025. This type of integration streamlines workflows and ensures consistent messaging and performance measurement across all channels. In 2025 breaking down internal silos is a must-do.
Conclusion
Performance marketing in 2025 will be defined by the continuation of many of the themes we have been living through, but that doesn’t make them any less impactful. Staying ahead means embracing AI, preparing for regulatory changes, and adopting strategies prioritizing privacy and cross-channel integration. By aligning with these trends, marketers can position themselves for success in an increasingly complex and competitive landscape. Need help keeping up?
