“Marin Software’s flexible reporting and powerful bidding has enabled us to gain deeper insight into our performance and drive revenue growth through our large-scale search campaigns. Also, their support across timezones and languages make them the perfect partner for a multi-territory company like Farnell element14. Their responsiveness to product feedback and regular new product features also mean we are constantly on top of the latest industry developments.”
eCommerce Marketing Manager, Farnell element14
Farnell element14 is a high-service distributor of technology products and solutions for electronic system design, maintenance and repair in Europe, the Americas and Asia Pacific. As a digital enterprise, they bring together the latest products, services, and development software, all connected to an industry leading online engineering community, element14. Through their community, purchasers and engineers can access peers and experts, a wide range of independent technical information and proprietary tools.
Farnell element14 stocks over 500,000 products from over 3,000 industry leading suppliers. It also operates in 30 European markets with 27 different language campaigns. Managing their search campaign at this sort of scale presented many challenges.
The number of keywords they have across 500,000 products presented the biggest challenge, as they were unable to manually manage search bids across this volume of keywords. They also struggled to gain granular visibility into performance at the keyword level, and were restricting their optimisation due to only having visibility into performance metrics at the campaign level.
As Farnell element14 were scaling their campaigns across Europe they also faced the challenge of increasing their spend and keyword volumes in different languages and new territories whilst needing to maintain their Return On Ad Spend (ROAS).
Farnell element14 chose to work with Marin Software, the leading digital ad management platform, to handle the large-scale and complex nature of their campaign. Farnell element14 immediately took advantage of Marin Dimensions which allowed them to “tag” campaign elements for segmentation and analysis going beyond the constraints of campaign structure. It provided them the ability to easily categorise and compare data sets that matter to them, gaining insight into performance by product line, territory, or margin, right down to the keyword level.
Also, Farnell element14 applied Marin’s predictive bidding algorithm to their campaigns enabling them to automate keyword level bidding. Consequently, they were able to maximise financial performance based on their ROAS targets in an automated way, whilst still maintaining manual controls when needed.
Finally, as Farnell element14 expanded their campaigns across multiple territories, they utilised Marin Software’s global infrastructure. With offices around the world Marin Software were able to provide a multi-language support structure and interface for Farnell element14’s users no matter what time zone they were in.
After utilising Marin’s automated bidding tool, Farnell element14 saw a number of performance improvements including:
As a result of utilising Marin Software’s digital ad management platform, Farnell element14 saved significant time spent on managing bids and reporting. This time was reallocated into the strategic optimisation of the campaign. Also, due to the greater insight they got into campaigns with Marin Software’s flexible reporting, the paid search team shared product-level performance to inform their ecommerce strategy and general keyword level reports with the SEO team to better inform their SEO strategy.