Facilitate Search for G2 Direct USA
Background
G2 Worldwide is a global brand activation agency network that helps marketers maximize brand commitment. Ranked number five among the top global marketing services agencies, the G2 network operates 70 offices in 52 countries, and clients include Adobe, Aetna, Campbell Soup Company, The Coca-Cola Company, GlaxoSmithKline, Heineken, Kraft, Procter & Gamble, Pfizer and Volkswagen. G2 is part of the WPP group (NASDAQ: WPPGY). For more information, visit www.g2.com.
Challenge
G2’s multifaceted service offering brings together direct marketing, data analytics, shopper marketing, branding & design, promotional marketing, communications planning and digital/interactive marketing, to create innovative and compelling marketing programs for their clients. Therefore G2 utilizes unique and proprietary tools to gain insight into the consumer’s purchase decision journey, from consideration to brand selection. In recent years Search Engine Marketing (Paid Search) has become a much more influential part of large scale blue chip companies’ online advertising strategies. As their media agency of choice, it is G2’s remit to ensure that all Search activity is fully integrated and managed seamlessly with all other online channel activity.
To avoid optimizing media channels in silos without having a holistic overview across channel performance, G2 was seeking a technology provider that would deliver:
- Rapid activation of SEM activity even on the most complex accounts
- Large scale SEM campaign reporting detailed to keyword level
- A holistic view of de-duplicated sales data generated cross-channel Solution
Solution
Facilitate Digital’s specialist Search team provided G2 with a turn key solution to their needs, quickly activating facilitate search across all major clients in partnership with their own account teams replacing their incumbent provider in the process.
From bespoke automatic reports up to an enhanced reporting interface within facilitate search, the Facilitate Digital specialist Search team always took care to reflect G2’s and their clients reporting requirements in the best and most convenient way possible.
The complexity of the accounts, and together with that of the clients’ websites, made it clear that sophisticated reporting was required:
- Customized reports were setup to deliver the clients’ custom requirements providing grand total figures as well as detailed performance data per engine, campaign, keyword and state
- In 2010 Facilitate Digital released enhanced reporting for Search to the US market, allowing G2 to report a transparent view of the very granular setup of every individual client’s PCT action, whenever required
- Superior API Management to deliver conversion data by individual USA state
- Reporting at Creative level came to play to quickly and easily optimize SEM creatives against their de-duplicated conversions – a process that is impossible to handle without highly granular reporting
- Full breakout conversion reporting provides G2 with hundreds of individual actions against hundreds of thousands of keywords within one single report on the click of a button.
In recent years, Facilitate Digital has provided several further custom reporting solutions for G2; part of an ongoing process to further integrate SEM within the G2 portfolio of solutions.
Results
G2 achieved vastly improved SEM campaign performance and operational efficiency:
- Increased speed to market through Facilitate Search’s straightforward set up. Time to market for new campaigns moved from days to hours
- Optimal client implementation through the support of the Facilitate Digital specialist Search team
- Optimized channel budget allocation and improved ROI across the board through integrated and de-duplicated data sets
- Greater insight into cross-channel performance delivered through Facilitate Digital’s Fusion Attribution reporting, fully removing the silo based understanding of Search & Display and evolving it into an holistic understanding of cross-channel online marketing