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Brief
Lasoo is Australia’s leading online shopping destination for consumers to research products and offers before buying. The company digitizes retailers’ offers and catalogs to provide leads to online and brick and mortar stores through special offers and coupons. Lasoo’s retail partners pay for these leads based on the amount and value of consumer interaction with offers on the Lasoo site. Relying almost exclusively on organic and paid search, Lasoo generates nearly one million unique visitors to its site each month.
Strategy
The Lasoo website catalogs hundreds of thousands of products and offers that are continuously changing with retailers’ promotions. With previous marketing solutions, Lasoo was unable to easily create and manage search marketing campaigns to promote the nearly 100,000 unique offers that are deployed and expired monthly. Lasoo required a solution that could help them dynamically create paid search campaigns from the offer data supplied by retailers, and then run each campaign over a defined timeline. In order to make these campaigns successful, Lasoo needed to build ad copy that included offer specific data such as product and offer names, expiration dates, pricing and related keywords. They also needed the ability to deep link paid search ads into relevant offer pages.
Retailers pay Lasoo for a variety of conversion types including offer views, registrations, sharing products through social media platforms, as well as following Lasoo’s links to retailer’s websites or store locators. As the number of monetizable interactions on the Lasoo site grew, Lasoo also required a way to effectively track multiple conversion events in order to be compensated for these interactions by their retail partners.
Execution
Lasoo decided to implement Marin Software because, with feeds from their retail partners, Lasoo could easily import offer data directly into Marin Software and create the effective, offer specific campaigns they were missing. Another important factor in their decision was Marin Software’s ability to bid, monitor, and report effectively on the variety of conversion types Lasoo needed to track.
By providing Marin Software with retailer product feeds, Lasoo is now able to easily and automatically create campaigns on Google and Yahoo. Marin makes this process scalable by dynamically generating relevant keywords from the product feed while avoiding broad matching on offers that are too generic. Lasoo has also been pleased with Marin’s ability to dynamically generate creative for these campaigns that include product and offer information, pricing, and expiration dates, according to Lasso’s preferences. Marin Software has made these campaigns effective by automatically setting bids to meet Lasoo’s unique cost per visitor and cost per interaction goals.
Results
Marin Software has allowed Lasoo to profitably scale their paid search marketing program in ways that would have been impossible to do manually. With Marin Search Marketer’s product feed feature Lasoo has been able to publish search ads that represent the current offers that they are promoting across hundreds of thousands of items. These campaigns demonstrate a click through rate more than 200% higher than the click through rate of non-product specific ads. In addition to driving more traffic to the Lasoo website, this higher click through rate has helped increase their quality scores and decrease costs per click. Lasoo also leverages the analytics and alerting capabilities of Marin to further boost product feed effectiveness. When the marketing team identifies a popular offer, they then use keyword expansion tools available within Marin to add new, related terms to campaigns, increasing qualified traffic and conversions.
By incorporating product and offer specific information into creative, Lasoo has also increased the quality of the user experiences for visitors to the site. By linking ads directly to offer landing pages that match the searcher intent, customers find what they are looking for quickly and are more likely to return. Since implementing the product feed, Lasoo has seen a steady rise in type in traffic as well as traffic to brand terms resulting from repeat users that have had a positive experience with the site.
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