Providing Clean and Secure Self-Storage Units Across the US
Extra Space Storage is the second largest provider of self-storage units and management companies in the US. Founded in 1977 in Salt Lake City, Extra Space Storage currently has 1,071 facilities across 35 states, including Washington DC and Puerto Rico. Extra Space Storage is a growth-oriented company creating a new standard in the self-storage industry that benefits both customers and the communities they’re located in. Featuring attractive, convenient, and secure facilities operated by professional managers, Extra Space Storage seeks to change the association of self storage as a temporary holding place for rarely-used things to a desirable, safe, and customer-oriented facility perfectly suited for maintaining and accessing valued personal and business possessions. Since 2004, Extra Space Storage is a publicly traded company on the NYSE.
Using Marin to manage our new complex campaign structure in Bing quickly provided us with 10.5% more conversions at 10.4% lower cost. With all data from various publishers coming together in one platform, we are able to create powerful reports and find valuable opportunities while adhering to our budget.
Mike Smith
Interactive Marketing Manager at Extra Space Storage
Extra Space Storage seeks to increase conversion volume with Bing
With operations spanning the country, Extra Space Storage is consistently looking to lower the acquisition cost of new customers, while factoring occupancy, lifetime value, and budget. In an effort to achieve this, Extra Space Storage had been expanding their advertising strategy across multiple publishers for years, but needed to be able to efficiently manage millions of keywords in multiple advertising publishers. Additionally, Extra Space Storage wanted an easy way to identify the most profitable keywords and bid them up. With Marin, they have been able to leverage the platform’s robust cross publisher support, smart bidding algorithms, and tight partnerships with the major advertising publishers.
To help lower CPC and CPA costs, decrease competition, and reach a broader audience, Extra Space Storage has been advertising with Bing for a number of years. Within 2 months, Extra Space Storage noticed an increase of 10.5% in conversions and a 10.4% decrease in CPA.
Flexible Bidding and Reporting
Prior to using Marin, the biggest obstacles that Extra Space Storage faced with their Search advertising was dealing with reporting constraints, bidding limitations, and difficulties with bulk optimization and editing. Through Marin, Extra Space Storage has been able to customize their reports with web query reports, Dimensions, and custom columns, as well as organize their bids by custom business segments/goals with folders. Extra Space Storage was also able to experience time savings through the use of bulk sheets and scheduled actions for bidding.
Achieving desired results
Since onboarding with Marin, Extra Space Storage has been able to optimize across accounts and publishers in a streamlined manner, as well as bid more intelligently by focusing on their most profitable keywords. With bidding through folders in Marin, Extra Space Storage has been able to shift from bidding to position to now being able to bid based on financial and conversion factors. Factoring the improvements in bidding and reporting, along with the lift in conversions from advertising on Bing, Extra Space Storage is now spending with more increased efficiency than ever before.
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White paper
PPC for B2B: a Performance Marketing Survey Report for 2023
To help you stay on the leading edge of performance marketing, we surveyed over 300 B2B marketers to uncover actionable insights that will help you improve the performance of your PPC investment. Through a Marin and LinkedIn partnership, we sought out to understand what B2B marketers face right now and how they are dealing with a complicated market. Read the full report to get a better understanding of how B2B marketers are changing their approach this year.
What You'll Learn from the Report:
How budgets have changed through the years 2020 to 2023 and how budgeting complexities affect the work of advertisers this year.
What challenges are most prevalent this year and how other marketers like you are adapting.
The critical role audience targeting plays in your success, especially during a recession, and some interesting trends relating to targeting techniques.
The types of content and campaign management techniques are currently helping advertisers move buyers through the sales funnel.
What paid social or PPC channels are providing the best ROAS or conversions for B2B right now.
Enhancing Search Marketing Strategies With Generative AI
Search marketing is a critical component of a successful business strategy. With so much content available online, businesses must strive to stand out from the competition and deliver relevant results to their target audience. This is where generative AI comes into play. By leveraging the power of artificial intelligence, businesses can now elevate their search marketing strategies to new heights.
In this blog post, we’ll explore how generative AI can enhance search marketing strategies. We will delve into the potential of this innovative technology to drive more accurate and personalized search results, improve keyword targeting, and enhance content creation. From identifying patterns in customer behavior to generating engaging ad copy, generative AI has the potential to revolutionize the way we approach search marketing.
7 Ways businesses are using generative AI in search
Generative AI has found its way into the workflows of many industries. Here are seven specific ways marketers use generative AI in search.
1. Personalized search results
Generative AI algorithms trained to analyze user data and behavior deliver more tailored and relevant search results and can significantly enhance the online experience for users. Users can consistently expect to find search ads more aligned with their interests. Recent research shows that 94% of marketers believe that personalization boosts sales and more than three quarters of marketers say that generative AI helps them deliver this personalization.
2. Improved keyword targeting
Marketers must constantly analyze vast amounts of data to identify trends and correlations, allowing businesses to optimize their keyword selection and improve the effectiveness of search advertising campaigns. AI helps marketers do this more effectively by increasing the amount of data they can analyze in a limited amount of time.
3. Enhanced content creation
With generative AI, marketers can produce engaging headlines, ad copy, and social media posts based on user data and preferences, saving businesses time and resources while maintaining relevance and effectiveness. Generative AI saves marketers approximately two-and-a-half hours per day simply by optimizing time-consuming tasks such as content creation.
4. Mining customer insights
By analyzing large datasets quickly, generative AI algorithms can identify patterns in user behavior, preferences, and purchase history, providing businesses with valuable insights for targeted marketing campaigns, product recommendations, and personalized offers.
5. Automated SEO practices
SEO practices can be time consuming and highly prone to human error. Generative AI can streamline and automate certain aspects of search engine optimization, such as optimizing metadata, meta descriptions, and creating internal linking structures. This enables marketers and SEO professionals to focus on higher-level strategies while leaving technical SEO tasks to generative AI. The productivity lift that this automation can deliver for marketers has been estimated to be valued at $463 billion globally.
6. Conversion rate optimization
Call-to-action (CTA) prompts are key for driving user action and boosting conversion rates. AI can help marketers evaluate how effective each CTA is in driving customer action, and generate the most effective CTAs that incorporate insights from past successful campaigns.
7. Competitive advantage
When leveraging generative AI in search, businesses can gain a competitive edge by delivering more personalized experiences, targeting the right audience, and staying ahead of the competition in the evolving digital landscape.
Leveraging generative AI for content creation
Leveraging generative AI for content creation offers an incredible advantage to content creators. This technology opens doors to new possibilities, allowing content creators to focus on other aspects of their work while ensuring that their content remains engaging and relevant.
Headline and title generation
Modern technology can be used to analyze existing headlines and produce fresh ones for various forms of content like blog posts, articles, and more. Doing so not only saves content creators valuable time and effort, but also generates powerful headlines that truly resonate with users. Generative AI can also help marketers ensure that their titles and headlines include keywords that are most relevant to their customers to help them find these articles or blog posts easily.
Ad copywriting
Engaging ad copy is essential for search advertising campaigns and social media marketing. By analyzing user behavior and preferences, AI can generate effective ad copy that resonates with target audiences and drives conversions. Additionally, AI can help marketers repurpose old content and create new copy that is unique but has the same messaging as previous campaigns.
Social media posts
Social media data can help marketers determine the best time to post content, understand what type of posts get the most engagement, and even suggest new content ideas based on this information. Marketers can use this insight to create unique posts that are relevant for each social media platform.
Content personalization
Americans are constantly inundated with search content. A deeper understanding of customer preferences allows marketers to personalize outreach based on this insight and stand out from the crowd. Generative AI algorithms can analyze user data to personalize content for individual users. This can include customizing content based on geographic location, search history, and other factors to provide a more tailored and engaging experience.
Content summarization
Companies often create longer-form content such as whitepapers or research reports to deliver highly complex or technical information to their audience. AI can help marketers repurpose this content and generate short summaries that capture the key insights of the content. This can be useful for drawing up executive summaries or providing users with quick overviews of more in-depth content.
Video and audio content
Generative AI can also be used to create unique video and audio content. For example, it can produce custom music compositions or match stock footage with voiceover audio for ad campaigns.
Enhancing advertising campaigns with generative AI
With generative AI as a powerful tool, businesses can stay ahead in the competitive advertising landscape by delivering personalized and engaging content to their audience. Here are some ways you can use generative AI to create and execute better advertising campaigns.
Dynamic ads
Timing is crucial for the success of any advertising campaign. AI can be used to dynamically produce ads in real time based on various factors like user behavior, location, and preferences. By tailoring ad content to specific users or contexts, businesses can deliver more relevant and compelling ads, increasing the chances of generating conversions.
Target audience expansion
Generative AI can analyze customer data and identify insights and patterns that can be used to expand target audiences. By finding common characteristics among existing customers and generating lookalike audiences, businesses can reach new potential customers who are likely to be interested in their products or services.
Ad testing and optimization
Automating the process of ad testing and optimization can help marketers be more effective by quickly producing and testing different ad variations. This enables businesses to easily identify the most effective combinations of ad creatives, targeting, and messaging, leading to improved campaign performance.
Predictive analytics
Generative AI algorithms can analyze historical campaign data and external factors to make predictions about future ad performance. Leveraging predictive analytics, businesses can optimize their ad campaigns by adjusting targeting, budget allocation, and bidding strategies to achieve better results.
Stay ahead of your competitors with Marin’s cutting-edge search marketing management features
With Marin's AI-powered capabilities, marketers can gain deeper insights into the intersection of their paid search campaigns and their SEO efforts. This allows them to make data-driven decisions, refine their targeting strategies, and improve the overall effectiveness of their search marketing campaigns.
Marin's proprietary algorithms and machine learning technology are designed to help you optimize your campaigns and extract the most value from your advertising spend. Whether you're looking to target new audiences or improve your ROI, Marin's powerful AI-driven insights can help you achieve your goals.
With Marin's detailed reporting and performance metrics, you can monitor your campaigns in real time and make informed decisions about your marketing strategy. Additionally, Marin's integration with leading eCommerce platforms like Amazon and Shopify provides a seamless experience for managing your online store's advertising campaigns.
Marin Increases Amazon Revenue by 150% for Online Retailer
Background
A leading distributor of components and solutions for electronic system design, production, maintenance, and repair turned to Marin Software to help optimize their paid eCommerce campaigns. They are a global technology leader with over 80 years of experience. Their multi-channel approach includes 48 transactional websites, contact centers, a field sales force, and an online community.
Whether researching a new technology, designing an electronic product, or looking for parts to repair an existing system, this merchant is the trusted global source for engineering solutions in today’s most in-demand application areas.