Automation can change the way advertisers manage repetitive tasks and refine their campaign optimisation within their search strategies. It has the ability to handle a multitude of tasks including, bid management, reporting, routine checks, and pulling data. Furthermore, its bespoke nature can be used to fine tune your paid search campaigns to your personal goals.
Our very own Will Hamilton, PPC Analyst, shares why automated search campaigns can drive campaign performance on an even greater scale,
“Within the digital marketing industry search automation is becoming increasingly important. Having the ability to make automated and reactive adjustments to externally influencing factors can allow for maximum performance efficiency. Changes to the market or consumer behaviour can be capitalised on in a fraction of the time compared to non-automated activity. This not only helps maximise performance but also allows account managers to spend more time focusing their efforts on expansion opportunities and strategic planning.”
NMPi has been working with Fanatics International for the past three years, offering them international and domestic strategies and solutions for successful paid search campaigns. Fanatics International are the leading e-commerce partner for many of the world’s top football teams including Real Madrid, Chelsea and Manchester United.
See how search automation has improved revenue and driven real results for Fanatics.
Account performance for football merchandise fluctuates significantly based on how individual players perform in matches. The majority of games are played on weekends and in the evenings, making it difficult to keep paid search ads up-to-date and as relevant as possible.
NMPi set out to build a solution that allows us to optimise our paid search activity based on live player performance.
NMPi created a bespoke Google Script that automated the bidding process, enabling us to continually optimise campaigns for every football match played in the UK. As player performance affects the sale of their football kit online, the script would adjust keyword bids based on the live point system from the official Premier League Fantasy Football API. These points determine the impact a player has on a match using goals, assists, clean sheets, cards received, minutes played and additionally awarded bonus points. This data was used to increase bids for players who performed well and decrease bids for those who did not, ensuring the optimal ad rank was achieved. The script was set to run an hour after each match played in May 2017 and bids were altered for 15 different players, as well as for non-player specific keywords using the team performance as a whole.
Month on month the account experienced a 21% increase in revenue and a 47% rise in traffic. For player specific keywords, traffic grew by 294% during this period. Revenue and sales experienced an uplift of 284% and 189% respectively. With the success of this campaign, we will now be rolling out the script to international markets.
“NMPi has been handling over 15+ of our accounts in numerous languages, since 2014. During which time it has grown under NMPi’s care. In May this year, the team suggested an innovative approach to bidding which really showed their understanding of our industry. This approach has seen even greater uplift and I am thrilled with the success of the campaign. NMPi has been a great agency to work with, helping to expand our PPC accounts into other territories.” ~Sahida Aarndell, Acquisition Executive at Fanatics