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 This led to costly errors and out-of-date ad copy on Bing.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 CMO newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Cannes 2017: The Machines Are Here

It’s day 4 in Cannes and among the ever-growing divergent panels, presentations and workshops spanning from one end of the Croisette to the other, there has been a very real emergence of how artificial intelligence (AI) and machine learning needs to fit into the marketing ecosystem of today and tomorrow.

Aden Hepburn

Executive creative director and managing director, VML Australia

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

It is interesting. Rebrand is very good. Perhaps they should change the logo to something more modern. For example as it is - https://www...

David Hill

Grace Group undergoes first rebrand in 30 years to unify and contemporise

Read more

Hey Guys, just one small typo that changes a part of the story :“That was a really big step forward for our company because we didn’t hav...

Damian Young

Chobani tastes success with data analytics platform

Read more

This is amazing! Congratulations to Cochlear for continuing to lead innovation in every way!

Chris

How this marketing ops leader is lifting the automation ante at Cochlear

Read more

Interesting case! It seems like universities can also benefit from marketing automation. I've started using getresponse some time ago and...

Aaren

How marketing automation is helping drive CX change at Adelaide University

Read more

Always great to see and read these success stories and the growth of gamification. This story is very warming and can act as an inspirati...

James Doyle

5 tips to boost engagement with gamification from Donut King

Read more

Latest Podcast

More podcasts

Sign in