Background
Verisure is a leading provider of professionally monitored security solutions. The company has nearly three million customers in 14 countries across Europe and Latin America, and has grown to be the second largest home alarm provider in the world.
The Verisure and Marin Social partnership started when Verisure was looking for a flexible advertising platform that would increase their volumes, decrease costs per lead and save time relative to using Power Editor alone. Their existing account had been built over time and needed to be restructured because they wanted to scale their activity and the old structure didn’t allow to spend more efficiently.
The team was also looking to reduce manual optimisation times and adopt automated optimisation features – restructuring to be aligned with best practices. Because they rely on offline sales, they wanted to have the full visibility and optimise on offline sales data.
Working with Marin Social has been a game-changer for Verisure’s Social Ads strategy and performance. We gained a lot of automation and efficiency. Thanks to the platform’s strong capabilities and features, we were able to break the line between digital media & business KPIs. The matching of digital media & offline sales data results in campaigns being optimized with our own business indicators.
Challenge
As the majority of Verisure’s sales happen offline, the digital marketing team had little visibility into the true impact of Facebook campaign performance. They chose Marin Software as the partner to measure Verisure’s offline event data, so that the team could easily connect the company’s CRM system into Marin Social, and close the loop between digitally captured leads and non-digital conversions.
Solution
Marin leveraged a few key tactics to ensure that the Verisure team met their offline conversion goals:
- Social Media Marketing Experts: With a global team of experts, Marin Software discusses recommendations and social media best practices on a continuous basis, working to constantly refine and improve Verisure results. Examples of these included retargeting higher-intent users with Facebook Lead Ads, improving campaign structure (resulting in a 33% decrease in CPL), and incorporating daily budgets vs. lifetime budgets (7% decrease in CPL).
- Marin’s Automated Tools to Improve Performance: Marin Social’s Bulk Ad Creator, Mass Editor, URL Builder, and Budget Allocation tools automate routine tasks for the end-to-end ad management workflow. The resulting efficiencies meant more of the team’s time could be devoted to pursuing other corporate goals and improving profitability with their digital marketing efforts in real-time. In order to measure some of these efficiencies, the team performed a split test with the Budget Allocation tool, which showed that campaigns using this feature delivered a 16% lower CPL. Marin Social Media Plans also made it easy to organize the creatives by different strategies and campaign objectives.
- Message Booster: Verisure automatically promoted high engagement organic posts as paid advertisements using Marin’s Message Booster, increasing the reach of its brand in France and driving additional conversions.
Results
Because of its partnerships with Marin Software, the digital marketing team at Verisure was able to witness impressive growth while hitting key company goals:
- 87% increase in offline booking year-over-year, and a further 28% increase compared to the previous quarter
- More than 15% decrease in CPL for campaigns using the Marin Budget Allocation tool
Running ads across Google, Bing, Amazon, and social media is necessary for online vendors and sellers. So why is analyzing the performance of those ads so complicated?
Data fragmentation and walled-garden publishers create roadblocks for retail marketers. You’ve got ASINs on Amazon, SKUs on Google Shopping, Meta Advantage Plus, and more – making it hard to align data and get the full picture of a product’s performance. Manually unifying cross-channel data for each product is a tedious process that you honestly don’t have time for.
It’s time to break down data silos with an AI-powered reporting and optimization platform like Marin. Here are five problems you’re probably facing today that Marin can solve.
1. It’s hard to compare product performance across channels
Retail marketers need to be able to compare conversion rates by publisher to spot sales trends. What if a product suddenly starts driving a significantly higher conversion rate on Amazon than on Google? You’ll want to identify that variance immediately to understand what’s working on Amazon and apply what you've learned to your search and social campaigns.
We make it easy to analyze how every product is performing across publishers. No more pulling data from each ad platform and unifying it in a spreadsheet. Marin marries cross-channel data for each SKU – and pulls in conversions and revenue from your source of truth, too. It also matches SKUs to ASINs, making it easier than ever to compare performance between Amazon and your other ad channels.
Thanks to Marin’s data visualization suite, you’ll never need to do manual data pulls or create visualizations again. The data model is unified and built-in. It’s all right there in the app, so you can move at the speed of business when making critical decisions about where to spend your next dollar. And if you like using spreadsheets, it’s one click to open our reports in Excel.
2. Your sales are impacted by social media trends
If sales for one specific product suddenly skyrocket, congratulations - an influencer may have recommended it to their audience. If you sell in the beauty, lifestyle, fashion, or wellness spaces, you’ve probably experienced this more than once. It’s important to recognize those surges the second they happen so that you can capitalize on them.
Marin’s Alerts will keep you on top of unexpected shifts in performance by sending a report straight to your inbox. The Alert’s thresholds are totally customizable, but a common one is for campaigns where spend has increased or decreased more than 70% day over day. If any campaigns meet your chosen thresholds, you’ll be emailed a report with all the relevant data and details, making it easy to decide what to do next. And once you’ve determined your next move, you can update budgets, bids, and settings for all your ads right in the Marin grid.
If you’re looking for something more turnkey, our Anomaly Detector might be for you. This AI-powered alerting tool doesn’t require any setup. It automatically identifies deviations in performance and sends a sharable, actionable email explaining what changed and what to do about it.
3. You need an optimization suite that understands the big picture
Jumping from one ads manager to another can be frustrating, especially since some UIs work better than others. And many campaigns share the same goal across publishers, but thanks to those pesky walled-gardens, you have to navigate through each interface to change ROAS targets for a campaign group. But not with Marin.
Our optimization suite is a command center for all your bidding needs. Tweak bids or targets for all your different campaigns in one grid. Or, unify everything with Marin Bidding. Our bidding algorithm runs across all your channels, so you can map Google, Bing, and Amazon campaigns that share a ROAS target to one Strategy in Marin, making optimization management easier than ever. With one click of a button, update targets across all your PPC publishers. You can also mix and match Marin Bidding with publisher bidding if you prefer.
The TL;DR? You tell the AI what to do. You handle the strategy because that’s what you rock at. Marin automates implementation and performance monitoring based on the strategy you choose.
4. Distributing budget across campaigns and channels is complicated
What if you could ensure that every campaign always has the most efficient daily budget possible? With Marin, you can. Simply set a monthly spend goal for a category of campaigns that share a budget, like brand, non-brand, or by geo. Then, choose a ROAS target. Once you’ve customized your settings, Marin’s AI will allocate your overall budget across campaigns by updating publisher daily budgets, giving the majority of spend to the products with the most marginal opportunity to drive revenue. The algorithm runs daily, so it’ll pick up on any shifts in the SERP and adapt daily budgets as needed. Sounds blissful, right? Let our AI take budget allocation off your plate. Learn more about Marin’s industry-leading budget allocation tool here.
5. Expanding to new channels is daunting
If TikTok gets banned in the US, are you ready to start advertising on Lemon8? Retail moves fast, and your brand can’t take years to establish a presence on the next major social media app.
Marin simplifies the process of testing new channels. You can review the performance of your products at the SKU level by publisher to decide where to start. For example, if you’re seeing success with Amazon Ads and want to test out Google Shopping, simply navigate to Marin’s Product Performance report to understand what your top-performing ASINs are.
Then, you can use our bulk-create tool to build Google Shopping campaigns for those products that you already know drive sales. That way, you’ll put your best foot forward when launching on Google. And you can do all the analysis, campaign creation, editing, and performance monitoring necessary to test a new publisher without leaving Marin. No more hopping from Amazon Ads to Google Ad Manager. Marin will be your mission control center, making it possible to do all your reporting and editing in one window.
…And so much more!
We’ve barely scratched the surface of what Marin can do for your retail media and shopping campaigns. Our customizable platform can solve almost any paid media problem, and automate almost any optimization or reporting workflow. But don’t take our word for it – we’ve got a plethora of case studies detailing how Marin has revolutionized one paid media program after another. And if you want to discuss your unique business needs with a Marin expert, we’re more than happy to chat.
