Our site uses cookies for certain functionality. You can find out more about our use of cookies here.

  • Reduced time spent on campaign management by 50%
  • Reduced time spent on-boarding new clients by two-thirds
  • Boost ROI on all accounts
With Marin, I can instantly get a 360-degree view of how our search marketing program is working for our clients at a variety of levels. The filter functionality allows for me to quickly sift through an account to understand performance across client KPI’s across hundreds of thousands of keywords and seamlessly generate critical reports with the click of a button, and measure ROI to the keyword level on any account at any time.”

Lindsay Blankenship,
Director of Search Marketing, Razorfish

Razorfish Partners With Marin Software To Deliver Superior Paid Search Results

Overview

Razorfish is one of the largest interactive marketing companies in the world. With a demonstrated commitment to innovation, Razorfish counsels its clients on how to leverage digital channels such as the Web, mobile devices, in-store technologies, and other emerging media to engage people, build brand loyalty and provide excellent customer service. Razorfish has offices in markets across the US, and in Australia, China, France, Germany, Japan, Spain, and the UK. Clients include Carnival Cruise Lines, MillerCoors, Levi Strauss & Co., McDonald’s, and Starwood Hotels.

Challenge

Razorfish operates an extensive search marketing department, delivering full-service SEM and SEO services to large brand-name clients. With search marketing being such a crucial – and fast-growing – part of Razorfish’s business, the company wanted to standardise paid-search management onto one, robust application, enabling the agency’s paid search experts to drive more efficiency and higher ROI out of the paid search channel for their clients. The paid search management application had to be easy-to-use, scalable, and seamlessly integrate with Razorfish’s existing analytics and campaign management platforms, allowing teams to quickly port existing search management accounts and third-party data onto the platform for minimal client disruption. Years prior to selecting a new search management application, Razorfish managed their accounts using a first-generation application that required significant manual campaign management. This process was time-consuming and cumbersome. Simple ad-hoc client requests for reporting often required a specialist to spend hours pulling and manually analysing data. Razorfish needed a next-generation application that could efficiently handle the paid search programs of their diverse clientele; automate reporting for analysis and trend spotting; and provide sophisticated geo-targeting features for large accounts, as well as easy-to-use optimisation and creative testing features for smaller accounts.

Solution

Razorfish undertook a comprehensive review of all paid search management applications on the market and chose Marin Search Marketer for its ability to accurately measure and improve paid search ROI, quickly onboard new clients, and streamline the process of bid and campaign optimisation. Razorfish account managers and account executives use Marin Search Marketer on a daily basis to manage all aspects of their clients’ paid search programs – from bid management and reporting, to campaign analysis and optimisation – while managers such as the Director of Search Marketing use Marin’s dashboard to get a high-level view of program performance. Marin’s ability to create reports in minutes was a real plus for Razorfish, as any time saved from doing manual reporting could be reinvested into improving client support, integration, and strategic planning. Razorfish relies heavily on critical functionality in Marin Search Marketer such as:

  • Dimension reporting – Allows Razorfish search teams to roll-up search performance data using custom hierarchies for information such as brand, category, promotion, and campaign across all publishers.
  • Automated reporting – Scheduled delivery of tailored reports saves the search team hours of work each day. From high-level, weekly reports for the client to more detailed daily reporting for internal management, Razorfish’s search marketing teams now spend minutes on setting up a recurring report rather than hours of time stitching together data in Excel worksheets.
  • Keyword expansion and creative testing – Integrated keyword research and testing tools enable teams to quickly scale campaigns and increase conversion rates.
  • Flexible and rapid implementation – Marin’s ability to integrate with existing tracking tools and onboard clients quickly allows Razorfish to implement new business, faster.

Razorfish has been working with Marin Software since early 2008 to help manage its search programs globally across all of its offices.

“With Marin, I can instantly get a 360-degree view of how our search marketing program is working for our clients at a variety of levels. The filter functionality allows for me to quickly sift through an account to understand performance across client KPI’s across hundreds of thousands of keywords and seamlessly generate critical reports with the click of a button, and measure ROI to the keyword level on any account at a given time.” – Lindsay Blankenship, Director of Search Marketing

Results

Razorfish has achieved impressive results with Marin Search Marketer. Estimated results include:

  • Reduced time spent on daily bidding, reporting, and campaign management by up to 50%
  • Reduced time spent on-boarding new clients by two-thirds
  • Re-investment of team resources to better serve clients and optimise campaigns for higher performance and ROI
  • More accurate budget forecasting based on clients’ specific conversion and ROI goals
  • More accurate daily, weekly, and monthly reporting – at the keyword, ad group, campaign, and trend (seasonal, promotional, etc.) level
  • Improved overall campaign performance and boosted ROI on accounts
  • Dashboard view of key performance indicators allows teams to make quick decisions to increase or decrease bids and budgets, set new ROI goals, or change keyword makeup
Remarketing List -->