Interactivity Marketing is a growing agency serving retailers and top-rated hotels. Located in Myrtle Beach, South Carolina, its agile marketing team offers a broad portfolio of services, including print advertising, search engine marketing, branding, and web site development. Recently, the agency experienced significant uptake of its PPC management services, with new clients seeking higher returns from their paid search investments. To stay focused on maximizing client ROAS (Return on Advertising Spend), the agency needed to enhance its bid management capabilities and automate low-level tasks. Interactivity Marketing selected the Acquisio platform to help achieve these goals. Now, the agency is consistently dazzling clients with solid ROAS.
Interactivity Marketing’s team has a very clear PPC mission: generate the highest number of conversions at the lowest possible cost. For hospitality clients, this means earning at least 10 dollars for every paid search dollar spent. “Online travel sites charge upwards of 30 per cent commission for bookings, while traditional travel agents charge a 10 percent commission. If we can get our clients more than 10 dollars for every dollar spent, then we are the cheapest booking out there,” explains Gary Henderson, President, Interactivity Marketing.
But until recently, time and analytics constraints were getting in the agency’s way. Reporting to clients on the success of campaigns was labor intensive: analysts would gather data from multiple platforms, create charts in Excel, and then generate PDF reports. Each client report took two hours to create and left less billable time for other important tasks. About Interactivity Marketing Services offered by Interactivity Marketing include: web design and development, branding, search engine optimization, pay-per-click management, social influence marketing, email marketing, print ad and collateral design, development of mobile applications, and the development of marketing strategy.
The team also needed to manage bids more efficiently. PPC analysts would log into each client account individually and look at keyword performance. Because they were working with as many as 80,000 keywords per client, they just didn’t have the time to get a clear picture of how factors such as page position were contributing to overall campaign goals.
To improve their analytics capabilities and automate low-level tasks, the agency needed a reporting and bid management solution. They evaluated multiple platforms based on usability and found that Acquisio provided all of the bid management and reporting capabilities they needed. Another vendor scored well on these points, but required customers to have an ad spend volume that was much higher than the total advertising spend Interactivity Marketing had under its management. In the end, the agency opted for the Acquisio platform.
Today, Interactivity Marketing uses Acquisio’s reporting and campaign automation capabilities on a daily basis for its 42 accounts. The platform allows the agency to easily monitor keyword performance and understand which keywords are generating conversions for hospitality and retail clients. Analysts use this information to adjust bids and pause non-performing keywords multiple times a day. The agency also uses the platform to create rules that will automatically pause, increase, or decrease bids.
Acquisio also supports the agency’s “dominate your brand” strategy. For example, online travel sites often bid on a hospitality client’s keywords, such as the hotel’s brand name. This means travel sites can end up higher up in the paid search results than a hotel’s site.
“To get clients to own their brand names again, we do a ‘first position or bust’ automation with Acquisio because we know it’s going to generate conversions. With most clients, we are maximizing budget based on their brand words,” says Henderson.
Not only is Acquisio helping the team manage PPC campaigns more efficiently and strategically, it is also helping them quickly generate clientfriendly reports. The Acquisio platform automatically crunches campaign performance data, eliminating the need to rely on cumbersome spreadsheets.
More Bang, Less Bucks
With Acquisio, Interactivity Marketing is delivering high conversion rates at the lowest possible cost. Throughout the fi rst ten days of 2012, the agency generated over $70,000 for its hospitality PPC clients. To make that money, the agency only spent $2,780. That’s a ratio of 25 to one. Before using Acquisio, Interactivity Marketing generated an average ROAS of 10 to one for clients.
“Previously, we had to manage keyword performance by hand. When you are dealing with thousands upon thousands of keywords in an account, it gets tough to stay focused. With Acquisio, we have automated many tactical processes, and now some of our clients’ ROAS is as high as a 47 to 1 ratio,” says Henderson.
Using Acquisio, the team monitors performance more quickly and accurately through a user-friendly dashboard. By automating reporting processes, Interactivity Marketing has slashed reporting time by more than 75 percent. Previously, it would take two hours to generate a report. Now, it only takes 30 minutes.
Because analysts are spending less time manually pulling data, they have more time to focus on strategy and performance. Now, the agency’s analysts meet twice a day to discuss diff erent strategies and tactics so that they can use best practices for each client.
With Acquisio, we have automated many tactical processes, and now some of our clients’ ROAS is as high as a 47 to 1 ratio
Employee and Client Satisfaction
As a result of improved PPC performance, Interactivity Marketing’s clients have been referring the agency more regularly to other potential clients, setting the stage for future business growth. For example, when a luxury hotel client was bought by a larger chain, the client recommended that the new parent company meet with Interactivity Marketing and consider switching agencies for PPC management.
Automating bid management and reporting processes not only creates greater client satisfaction, but fosters a happy work environment, explains Henderson:
“I have a staff member who recently joined us from another agency. She said she learned more within four months of working with us than she did in fi ve years because she can analyze data more easily. It’s so exciting to tweak things today and watch the revenue kick in tomorrow.”
About Interactivity Marketing
Services offered by Interactivity Marketing include: web design and development, branding, search engine optimization, pay-per-click management, social influence marketing, email marketing, print ad and collateral design, development of mobile applications, and the development of marketing strategy.