How The Quote Company boosted digital engagement and conversions

Services bidding platform The Quote Company uses Marin Software’s Smart Sync technology to boos t conversions and drive efficiency

Services bidding platforms, where suppliers like plumbers and electricians ‘bid’ on quotes to potential customers, are under increasing pressure to find innovative ways to stand out from the crowd.

In a bid to tackle this challenge head-on, The Quote Company recently implemented Marin Software’s Smart Sync technology to drive conversions and productivity.

Founded in Perth in 2011, The Quote Company was preceded by Solar Market, which provides obligation free quotes to customers to help them find the best deal on solar installers. The business has since expanded operations across Australia, the United Kingdom, the United States and Ireland.

The business model seeks to help make life easier for customers by taking the hassle out of finding reliable service providers, while also making life easier for suppliers by delivering a reliable flow of sales leads.

Achieving effective cross-publisher management

In order to drive leads at a profitable ROI, the company’s small in-house marketing team manages search programs with specific targets for each lead channel. Initially, the Quote Company was finding success running high-volume search campaigns on Google, and smaller yet cost-effective campaigns on Bing.

However, a significant challenge arose when faced with the process of copying changes from Google to Bing campaigns, which proved to be both time consuming and tedious. Additionally, due to lower search volumes on Bing, the marketing team could not justify spending an equal amount of time managing those campaigns relative to Google. This led to costly errors and out-of-date ad copy on Bing.

“We’re a lead generation company, so we spend quite a bit of money in the search area, and we have quite a wide range of different verticals we’re operating in as well as different campaigns,” The Quote Company search and display marketing manager, Mitchell Kelly, said. “And it is a lot to manage. It got to a point where we couldn’t really do it manually anymore. So all these efficiencies were being found in Adwords, but were not really being effectively pushed across into Bing.”

The solution: Implementing Smart Sync technology

To combat these issues, The Quote Company decided to try Marin Software’s Smart Sync feature, designed to help advertisers experience the benefit of advertising across channels without the hassle of creating and managing campaigns separately.

Using Smart Sync, The Quote Company was able to copy information at the account, campaign, and group levels from Google to Bing. Once copied, Smart Sync continued to sync any changes the team makes from Google to Bing, ensuring all campaigns remain matched and current.

“With Smart Sync, all the changes like ad copy changes are automatically pushed across, so things everything across Google and Bing are similar,” Kelly explained.

This streamlined way of management has allowed The Quote Company to treat Bing simply as an extension of overall search reach.

More leads, more efficiencies, more profits

Since implementing Smart Sync, The Quote Company has realised major ad spend efficiencies and time savings. For example, in just two weeks, the group saw a 66.7 per cent increase in conversions from Bing campaigns for only a 5.2 per cent increase in cost per acquisition. Time spent managing Bing campaigns also reduced by two hours a week.

In addition, The Quote Company benefitted from specific recommendations and resources from its Marin Software account team, above and beyond the support available from the publishers, extracting more value across its search marketing programs.

“Using Smart Sync, we are able to manage Google and Bing campaigns in tandem, saving time and increasing efficiencies so we can deliver more quotes and leads for our customers,” Kelly added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

Is artificial intelligence riddled with bias?

The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.

Katja Forbes

Founder and chief, sfyte

At the deeper levels of artificial intelligence, computing machines make all kinds of correlations among whatever data is available to th...

Fraction Tech

Is artificial intelligence riddled with bias? - Customer Design - CMO Australia

Read more

https://myiplookup.com/ - find your ip address and location information in our main page. Also there are many ip tools you can use : IP L...

savefrom

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

https://myiplookup.com/ - this website will allow you to View Alexa Ranking and graph Check http headers of a website, tool to compare te...

savefrom

The Star's first CMO creates all-new marketing team

Read more

Good tips to follow. Thank you!

Anna Travis

5 things every business can do to drive brand loyalty

Read more

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Latest Podcast

More podcasts

Sign in