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Matt Lawson is vice president of marketing for Marin Software. Matt brings a breadth of online marketing, web analytics, and search experience to Marin Software. Prior to joining Marin, Matt served as Vice-President of Sales and Marketing for Spock Networks, a leading people search engine. Matt has also held sales, marketing, and product leadership positions at Coremetrics, one of the early innovators in web analytics and online marketing automation. Matt holds a Computer Science degree from Princeton University, and an M.B.A. from the Wharton School at the University of Pennsylvania.

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Case Study: Path Interactive Boosts Facebook Ads With Marin

Written on
May 20, 2011 
Author
Matt Lawson  |
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Case Study: Path Interactive Boosts Facebook Ads With Marin

ADOTAS – Path Interactive is a full-service internet advertising firm that manages results-oriented ad campaigns for national, regional and local business clients. With a focus on pay-per-click (PPC) and search engine marketing, Path Interactive’s clients include Billboard.com, Loehman’s, Zagat and over 100 national and local brands.

Challenge

Path Interactive operates extensive marketing programs for brands across paid search, SEO, display and social adverting. Each year their clients have chosen to drive an increasing amount of their budget towards social media advertising.

For Path Interactive, however, managing cross-channel online advertising campaigns for national brands was becoming increasingly time-consuming. The agency needed a solution that would enable their team to work more effectively between the marketing channels and spend less time analyzing disparate data sets in Excel.

The agency’s challenges were most acute when trying to manage the performance of ads on Facebook. Path Interactive has multiple retail clients, each with goals of building a Facebook fan base to increase revenue and enable remarketing on the site. The Path Interactive team was spending a significant amount of time calculating and adjusting Facebook bids manually.

Plus the agency was seeing considerable decreases in campaign performance over time due to user’s growing fatigue with Facebook Ads. Path Interactive needed a solution to alert them when these drops in click-through-rate occurred and to more efficiently edit ads to prevent performance decreases over time.

Solution

Path Interactive performed an extensive evaluation of online advertising management platforms, concluding that Marin Software provided the best solution to meet their unique search and social marketing requirements. Marin addresses Path Interactive’s workflow needs, providing an analysis and optimization solution for Facebook ads, fully integrated with a paid search management platform.

Also, because it was one of the first Facebook API tools to market, Path Interactive was confident that Marin would address their growing Facebook needs with a full-featured solution. The integration of paid-search and social allows the agency to easily analyze cross-channel interactions for clients and build holistic online advertising reports from a single interface.

Marin’s audience templates and segmentation tools for Facebook made the ad creation process much more efficient for Path Interactive. And, the Creative Rotation feature for Facebook Ads instantly helped the agency address the ad-fatigue that was driving click-through rates down.

Results

Path Interactive has seen impressive time savings and improved performance using Marin to manage Facebook Ads. Marin Creative Rotation saves Path Interactive hours that that they previously spent changing images and creative to boost performance of ads when click-through rates began to drop.

In addition, automating the creative refresh enabled the agency to rotate ads more often, improving average click-through rates up to 35% for one customer. Marin enabled Path Interactive to meet their client’s Facebook “fan” goals much more efficiently by optimizing spend according to ad-performance by audience segment. With one large retail client they were able to get 30% of paid visitors to “like” the brand’s page by promoting a give-away with Facebook Ads. In this example, Marin’s automated bid optimization and creative rotation decreased the cost-per-like by over 30%.

As a result of deploying Marin, Path Interactive is also spending 20% less time building out client-dashboards and reports. With Marin, they have automated the process so that each week, clients receive a summary of paid search and Facebook Ads volume and performance. Spending less time reporting allows Path Interactive to focus more time on strategic client initiatives such as creative testing and campaign expansion.





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