Challenges
A medical device manufacturer was looking for a way to re-engage their target audience in the right channel in the right moment. When people with health concerns are researching potential solutions, the window from planning to conversion is long. This Minnesota medical device manufacturer wanted to find a way to deliver more relevant ads to audiences who had expressed actual intent to purchase a medical device. They were interested in engaging people on Facebook across devices with more personalized offers related to what they were searching for.
Achieving 1:1 Creative Relevancy with Marin’s Search Intent Audiences
Using Marin’s Search Intent, this medical device manufacturer was able to automatically generate custom audiences on Facebook based on the keywords people were searching for on Google and Bing. Once Facebook captured the audience, it deployed relevant creative tailored to the users’ specific medical concerns.
The campaign used a three-pronged approach:
- Analyzed manufacturer’s search campaigns. Marin evaluated thousands of keywords to select the right ones. From there, we delivered custom messages and solutions to someone showing the intent to purchase a hearing aid.
- Implemented Marin Software Dimensions. This feature and its URL Builder allowed the medical device manufacturer to tag specific URLs.
- Used Marin Software’s bulk upload. Marin’s bulk upload feature to scale and automate URL tagging.
This powerful audience strategy was paired with Facebook Lead Ads, designed to facilitate lead collections via intuitive Facebook forms optimized for mobile and pre-filled with customer info.
Marin Search Intent Audiences Drove Optimal Results
- 388% increase in conversions compared to traditional non-search-influenced audience strategies
- 100% increase in daily appointment requests
- 65% decrease in CPA compared to traditional non-search-influenced audience strategies
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Client reporting is a cornerstone of marketing agencies' success. Clients expect detailed, actionable updates on campaign performance. This demand for comprehensive insights often creates a challenge: seamlessly aggregating data across channels, predicting future trends, and enabling scenario planning without sinking countless hours into manual reporting.
Enter Marin’s BI Connect: a powerful solution designed to automate reporting, enable forward-looking insights, and empower agencies to deliver more value to their clients.
The Challenge: Accurate, Holistic, Forward-looking Reporting
Agency reporting often grapples with several hurdles:
- Fragmented Data: Campaign performance data lives across multiple platforms (Google, Meta, Amazon, LinkedIn, and others), requiring manual collection and normalization.
- Time-Consuming Processes: The sheer volume of data, especially at the campaign-grain level, makes it hard to aggregate detailed and easy insights for clients to understand.
- Simplistic Forecasting: Traditional reporting tools focus solely on historical data, leaving agencies scrambling to provide clients with future projections or scenario planning for clients. Clients often ask, “Where will we land this month?” Agencies need answers that factor in seasonality, day-of-week effects, and other trends without constant recalculations.
- Scenario Planning: Brands often want to know what will happen if they increase or decrease their spending or adjust their allocation. Without accurate forecasts, this is often a guessing game based on vague performance benchmarks.
The Solution: Automated Reporting with Powerful Forecasting
Marin’s BI Connect is a game-changer for agency reporting, allowing agencies to build customized reporting based on an automated data framework. Marin gathers performance data across search, social, and retail media ad platforms, combines conversion data from hundreds of sources, and distributes it to your data warehouse, BI tool, or spreadsheet-based reporting.
Marin’s advanced AI examines past performance, key business events, and ad platform forecasts to create detailed campaign-level predictions for clicks, conversions, and revenue, considering the current spending. In the example above, you can see how day-of-week variance, overall growth trends, and the impact of specific events need to be factored into an accurate prediction.
These projections incorporate crucial trends like day-of-week, month, and year-over-year seasonality, giving agencies and their clients a clear view of what to expect at the end of the month. You can also answer that question: “What would I get if I invest another $50K this month?”.
Scenario Planning Made Simple
BI Connect empowers agencies to run “what-if” scenarios at the campaign-grain level. Whether clients want to know the impact of increasing spending by 10% or shifting budgets between platforms, agencies can quickly and confidently model outcomes.
Customizable and Flexible
With data available at the campaign-grain level, agencies can build reports tailored to specific client needs. Whether high-level overviews or granular performance details, BI Connect adapts to deliver the right insights.
Why It Matters for Agencies
Efficiency: BI Connect saves agencies countless hours by automating data collection and reporting workflows.
Accuracy: Projections are rooted in Marin’s AI-driven insights, ensuring that future trends and recommendations are reliable.
Client Satisfaction: Offering future-focused insights and scenario planning elevates the value agencies provide to clients, strengthening relationships and winning trust.
Scalability: Whether managing a handful of accounts or dozens, BI Connect scales to handle data complexity, enabling agencies to grow without increasing operational burden.
Empower Your Agency with Marin BI Connect
In the fast-paced world of digital marketing, agencies need tools that simplify complexity and enable smarter decisions. Marin BI Connect meets the challenge of cross-channel reporting and sets agencies apart by providing forward-looking insights that clients crave.
Ready to see how Marin BI Connect can transform your reporting? Schedule a demo today and take your agency’s reporting to the next level.
