Support local search visibility due to struggling organic performance
A little about twentysix
twentysix is an award-winning, full-service digital agency whose services include digital strategy, web design and development, social media, online marketing, and search. With 130 digital specialists worldwide, innovation is key to continually delivering effective online strategies. Through their PPC management, they offer the optimum blend of human insight and analysis underpinned by the latest technologies, always striving for the maximum commercial return for their clients.
A little about BMI Healthcare
BMI Healthcare provides private healthcare services via their 60 hospitals and treatment centers across the UK, specializing in cosmetic surgery, women’s health, orthopedics, fertility, and health assessment. PPC is a key channel for BMI, responsible for a sizable proportion of online leads generated through their respective healthcare and cosmetic surgery websites for their National Enquiry Center.
PPC is now a channel that I can rely upon to perform consistently above and beyond expectations. It provides not only an important source of new leads to the business, but its ever improving efficiency allows me to invest more of my resources in developing additional lead generation channels to further grow our bottom line.
Solomon Degia
Head of Digital at BMI Healthcare
BMI Healthcare needed to cost-efficiently grow their PPC channel
BMI Healthcare were struggling to grow their PPC channel without breaking the bank. At the same time, they were battling incredibly challenging market conditions and heavy new investment from online competitors. BMI Healthcare partnered with twentysix to generate substantial lead growth at a vastly improved cost per lead.
There was a large amount of wasted media spend in the account, but the inherited campaign structure, with all but the most top-line historical data locked away in the previous agency’s bidding platform, meant their initial challenge would be identifying the consistently well converting keywords needed to drive lead volumes. Essentially starting from scratch following a root and branch restructure of the account, while still needing to be aggressive at every opportunity to meet the ambitious lead targets, meant they had to come up with innovative approaches in order to take advantage of every opportunity to maximize conversion volumes.
BMI implemented bid management to optimize resources
After strong growth in their first year managing the BMI Healthcare PPC account, twentysix realized an increasing level of performance analysis would be required to continue these improvements through their second year. They implemented Marin to support bid management, releasing time for more in-depth analysis that allowed them to fine-tune and boost performance.
With Marin’s Bidding & Optimization tool, twentysix delivered major time savings and increased leads
The workflow efficiencies that Marin’s bid management software provided freed up the human resources necessary to identify further opportunities for increasing lead volumes at the lowest possible cost.
The time saved in day-to-day campaign management was reinvested in performance analysis across day/time parting, device type, and ad platforms. They also introduced RLSAs and Bing activity to capture incremental leads. Despite an increasingly competitive market place, twentysix are growing leads well beyond expectations, and surpassing year-end run-rates for both lead volume and cost per lead targets. BMI were able to:
Increase lead volumes by 29%
Reduce overall cost per lead by 30%
Support local search visibility due to struggling organic performance
Explore more content
White paper
PPC for B2B: a Performance Marketing Survey Report for 2023
To help you stay on the leading edge of performance marketing, we surveyed over 300 B2B marketers to uncover actionable insights that will help you improve the performance of your PPC investment. Through a Marin and LinkedIn partnership, we sought out to understand what B2B marketers face right now and how they are dealing with a complicated market. Read the full report to get a better understanding of how B2B marketers are changing their approach this year.
What You'll Learn from the Report:
How budgets have changed through the years 2020 to 2023 and how budgeting complexities affect the work of advertisers this year.
What challenges are most prevalent this year and how other marketers like you are adapting.
The critical role audience targeting plays in your success, especially during a recession, and some interesting trends relating to targeting techniques.
The types of content and campaign management techniques are currently helping advertisers move buyers through the sales funnel.
What paid social or PPC channels are providing the best ROAS or conversions for B2B right now.
Enhancing Search Marketing Strategies With Generative AI
Search marketing is a critical component of a successful business strategy. With so much content available online, businesses must strive to stand out from the competition and deliver relevant results to their target audience. This is where generative AI comes into play. By leveraging the power of artificial intelligence, businesses can now elevate their search marketing strategies to new heights.
In this blog post, we’ll explore how generative AI can enhance search marketing strategies. We will delve into the potential of this innovative technology to drive more accurate and personalized search results, improve keyword targeting, and enhance content creation. From identifying patterns in customer behavior to generating engaging ad copy, generative AI has the potential to revolutionize the way we approach search marketing.
7 Ways businesses are using generative AI in search
Generative AI has found its way into the workflows of many industries. Here are seven specific ways marketers use generative AI in search.
1. Personalized search results
Generative AI algorithms trained to analyze user data and behavior deliver more tailored and relevant search results and can significantly enhance the online experience for users. Users can consistently expect to find search ads more aligned with their interests. Recent research shows that 94% of marketers believe that personalization boosts sales and more than three quarters of marketers say that generative AI helps them deliver this personalization.
2. Improved keyword targeting
Marketers must constantly analyze vast amounts of data to identify trends and correlations, allowing businesses to optimize their keyword selection and improve the effectiveness of search advertising campaigns. AI helps marketers do this more effectively by increasing the amount of data they can analyze in a limited amount of time.
3. Enhanced content creation
With generative AI, marketers can produce engaging headlines, ad copy, and social media posts based on user data and preferences, saving businesses time and resources while maintaining relevance and effectiveness. Generative AI saves marketers approximately two-and-a-half hours per day simply by optimizing time-consuming tasks such as content creation.
4. Mining customer insights
By analyzing large datasets quickly, generative AI algorithms can identify patterns in user behavior, preferences, and purchase history, providing businesses with valuable insights for targeted marketing campaigns, product recommendations, and personalized offers.
5. Automated SEO practices
SEO practices can be time consuming and highly prone to human error. Generative AI can streamline and automate certain aspects of search engine optimization, such as optimizing metadata, meta descriptions, and creating internal linking structures. This enables marketers and SEO professionals to focus on higher-level strategies while leaving technical SEO tasks to generative AI. The productivity lift that this automation can deliver for marketers has been estimated to be valued at $463 billion globally.
6. Conversion rate optimization
Call-to-action (CTA) prompts are key for driving user action and boosting conversion rates. AI can help marketers evaluate how effective each CTA is in driving customer action, and generate the most effective CTAs that incorporate insights from past successful campaigns.
7. Competitive advantage
When leveraging generative AI in search, businesses can gain a competitive edge by delivering more personalized experiences, targeting the right audience, and staying ahead of the competition in the evolving digital landscape.
Leveraging generative AI for content creation
Leveraging generative AI for content creation offers an incredible advantage to content creators. This technology opens doors to new possibilities, allowing content creators to focus on other aspects of their work while ensuring that their content remains engaging and relevant.
Headline and title generation
Modern technology can be used to analyze existing headlines and produce fresh ones for various forms of content like blog posts, articles, and more. Doing so not only saves content creators valuable time and effort, but also generates powerful headlines that truly resonate with users. Generative AI can also help marketers ensure that their titles and headlines include keywords that are most relevant to their customers to help them find these articles or blog posts easily.
Ad copywriting
Engaging ad copy is essential for search advertising campaigns and social media marketing. By analyzing user behavior and preferences, AI can generate effective ad copy that resonates with target audiences and drives conversions. Additionally, AI can help marketers repurpose old content and create new copy that is unique but has the same messaging as previous campaigns.
Social media posts
Social media data can help marketers determine the best time to post content, understand what type of posts get the most engagement, and even suggest new content ideas based on this information. Marketers can use this insight to create unique posts that are relevant for each social media platform.
Content personalization
Americans are constantly inundated with search content. A deeper understanding of customer preferences allows marketers to personalize outreach based on this insight and stand out from the crowd. Generative AI algorithms can analyze user data to personalize content for individual users. This can include customizing content based on geographic location, search history, and other factors to provide a more tailored and engaging experience.
Content summarization
Companies often create longer-form content such as whitepapers or research reports to deliver highly complex or technical information to their audience. AI can help marketers repurpose this content and generate short summaries that capture the key insights of the content. This can be useful for drawing up executive summaries or providing users with quick overviews of more in-depth content.
Video and audio content
Generative AI can also be used to create unique video and audio content. For example, it can produce custom music compositions or match stock footage with voiceover audio for ad campaigns.
Enhancing advertising campaigns with generative AI
With generative AI as a powerful tool, businesses can stay ahead in the competitive advertising landscape by delivering personalized and engaging content to their audience. Here are some ways you can use generative AI to create and execute better advertising campaigns.
Dynamic ads
Timing is crucial for the success of any advertising campaign. AI can be used to dynamically produce ads in real time based on various factors like user behavior, location, and preferences. By tailoring ad content to specific users or contexts, businesses can deliver more relevant and compelling ads, increasing the chances of generating conversions.
Target audience expansion
Generative AI can analyze customer data and identify insights and patterns that can be used to expand target audiences. By finding common characteristics among existing customers and generating lookalike audiences, businesses can reach new potential customers who are likely to be interested in their products or services.
Ad testing and optimization
Automating the process of ad testing and optimization can help marketers be more effective by quickly producing and testing different ad variations. This enables businesses to easily identify the most effective combinations of ad creatives, targeting, and messaging, leading to improved campaign performance.
Predictive analytics
Generative AI algorithms can analyze historical campaign data and external factors to make predictions about future ad performance. Leveraging predictive analytics, businesses can optimize their ad campaigns by adjusting targeting, budget allocation, and bidding strategies to achieve better results.
Stay ahead of your competitors with Marin’s cutting-edge search marketing management features
With Marin's AI-powered capabilities, marketers can gain deeper insights into the intersection of their paid search campaigns and their SEO efforts. This allows them to make data-driven decisions, refine their targeting strategies, and improve the overall effectiveness of their search marketing campaigns.
Marin's proprietary algorithms and machine learning technology are designed to help you optimize your campaigns and extract the most value from your advertising spend. Whether you're looking to target new audiences or improve your ROI, Marin's powerful AI-driven insights can help you achieve your goals.
With Marin's detailed reporting and performance metrics, you can monitor your campaigns in real time and make informed decisions about your marketing strategy. Additionally, Marin's integration with leading eCommerce platforms like Amazon and Shopify provides a seamless experience for managing your online store's advertising campaigns.
Agency Saves Time and Increases Revenue by 20% with intelligent budget pacing from Marin Ascend
Intro
Agencies that manage clients with many locations often struggle to manage budgets at scale. It’s crucial to spend exactly what the client expects across dozens, or even hundreds of locations – often working across just as many publisher accounts. Marin has solved this process by automatically monitoring campaign spending and making AI-powered, real-time budget adjustments to hit the target spend. The result is less work, better results, and no missed opportunities.