A little about Trafalgar and White.net
White.net (SEOptimise Ltd) launched in 2007 and has doubled in size every year since. Familiar faces at SEO conferences as speakers and delegates, the ever-expanding White.net search team develop innovative SEO strategies based on the latest thinking and developments in the online market. White.net pride themselves on proven results delivered to clients at a high return on investment, with the flexibility to work to a huge range of Key Performance Indicators (KPIs). Over the years, White.net have built up an impressive portfolio of clients, covering sectors as diverse as travel, biotechnology, law, commercial property, publishing and white goods, among many others.
For 67 years, Trafalgar has grown to be one of the most trusted and successful international guided holiday companies throughout the world. From Europe to the United States, from South America to Asia and the South Pacific, Trafalgar pride themselves on uncovering the insider experiences, cultural highlights and not-to-be-missed attractions wherever you visit.
We’re delighted with the improvement in performance of our PPC accounts that White.net have achieved with Marin Software. Paying less for clicks on our brand terms and reducing our cost per goal has meant that our budget works harder for us driving more revenue into the business.
Trafalgar needed a balance of soft conversions and actual bookings
Researching a guided holiday is an involved process, with multiple touch points. Search campaigns must be carefully designed to drive soft conversions like brochure requests, whilst also optimising booking volumes. Bid optimisation must consider each touch point while assigning greater value to quote requests and bookings in order to maximise return on investment.
Manually reporting across Trafalgar’s multiple territories was time-consuming. However, it was necessary for White.net to optimise budgets and bids, maintain visibility, grow brand awareness and ensure they were maximising conversions.
Trafalgar also offer last-minute deals, seasonal promotions and offers. Updating ads and click-through URLs to the correct offer-based landing page was done manually for each of their regions. This was time-consuming and repetitive, not to mention prone to human error.
Optimization opportunities were recognized quickly after starting with Marin
Firstly, Google Analytics data was integrated with Marin Software. This ensured data consistency and negated the need to add new pixels to the website, which can be quite time-consuming. Conversion data for the different conversion types was sent to Marin, giving White.net visibility into keyword contribution across the funnel. With Google Analytics conversion data being automatically stitched together with search engine click and cost data in Marin Software, White.net were able to immediately see optimization opportunities everyday.
Marin’s Excel Web Query functionality enables White.net to automatically populate reports in Excel with data from Marin, eliminating the need to manually manipulate data. This approach is used for monthly executive reports, weekly management reports and daily budget pacing reports saving significant time for White.net, whilst increasing visibility into performance for Trafalgar.
Finally, White.net use Marin’s scheduled actions to upload new ads with fresh offer-specific landing pages, scheduling them to go live when offers start and revert to the original ads when the offer ends. This means new ads go live without the need for manual changes at unsociable hours.
Marin software has enabled White.net to significantly improve the Trafalgar campaign, with a:
- 50% reduction in cost per goal
- 51% decrease in brand term CPC
- 50% less time taken to monitor budgets
- 4.5 hour reduction in the amount of time taken to produce monthly reports
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?
