Leading Fashion House Finds Its Strut with Marin Software
- 404% ROAS increase
- 53% CPC decrease
- 404% ROAS increase
- 53% CPC decrease
Marin is a trusted partner who we consult with frequently. Since beginning the partnership, performance improved during key marketing periods and is improving month-over-month. We look forward to collaborating with Marin to keep scaling our shopping program.
Changing Fashions
Advertising performance for a world-famous design and fashion house trended well below its target return on ad spend (ROAS). Strong seasonality and a rapidly shifting marketplace caused sliding sales. These challenges were as tricky to negotiate as the catwalks at Fashion Week.
In with the Marin Crowd
Marin Software collaborated with this fashion house to design a new shopping plan and implement it with the “hautest” marketing technology.
The alliance was an immense success, resulting in a 400% increase in ROAS.
How Did We Do It?
The customer success team at Marin Software worked closely with the digital marketing accounts to understand what was and wasn’t working.
The audit revealed the best course of action—a full campaign restructure. Marin’s customer success team served as a trusted advisor during the planning and execution of this overhaul, followed by a healthy dose of testing to make sure only the best changes stuck. This laid the foundation for new growth and discovery.
Prior to Marin Software, the fashion house operated at, or below, an even ROAS. Marin was tasked with improving their future performance using all the tools in its software and service suite. Our holistic approach to optimization—beyond just focusing on bidding—was key to helping the client team find its old strut again. And, its 400% ROAS increase won the show.
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Wrangling and making sense of all your marketing data is hard. For longer than a decade, we’ve been helping companies solve some pretty complex marketing data challenges – and we’ve compiled some of the knowledge we’ve gained over the years into a handy guide. The tl;dr? It’s complicated, but with the right tools, namely a marketing data pipeline (MDP), it doesn’t have to be hard! In this guide we break it all down to help you make sense of it, including breaking down:
- What an MDP is
- The stages of MDP maturity
- Some of the key challenges with building an MDP
- How to tell if you need an MDP
- How to get started
- And so much more!
Check out the report to learn all about corralling your marketing data today!
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.
Chat with a Marin Expert today to learn more.
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.