Managing Automic's $1.6 million paid media spend

We helped Automic to manage 173 paid media campaigns, with over 5,300 ads in English, French and German across the Americas, EMEA and APAC.

How do we optimise our PPC activity to generate leads?

Automic was looking to implement a 12-month strategy, promoting evergreen content to increase visits to their website and their lead generation. 

The campaign would target consumers across several countries and languages, enabling Automic to generate a steady stream of Inbound leads through the promotion of high-quality downloadable content, gated by lead capture forms.

Automic’s marketing team needed more flexibility and resources to launch shorter topic or event-specific campaigns to help support their wider marketing activities. 

They decided to revise their pay-per-click (PPC) strategy, approaching Huble Digital to help them reduce their cost per conversion whilst ensuring their PPC budget focused on the best performing channels, ads and targets.

Launching a new, comprehensive, conversion-focused paid media campaign

We helped Automic launch a PPC campaign that was split across Google Search & Display, Facebook, Twitter and LinkedIn Ads and Sponsored Posts. 

On Google AdWords, the team expanded Automic’s initial target keywords to cover highly relevant terms and wrote compelling ad copy to drive users to the most relevant content asset for their search. We used detailed audience targeting, applying multiple criteria filters to promote these ads to the most relevant users.

Our internal team of designers created compelling, on-brand ads and - working with Automic’s regional teams - the team created multilingual, in-language copy to expand the campaigns into France and Germany.

The team also provided budget management and campaign optimisation throughout, reviewing cost per click and click-through rates to optimise the cost of conversions.

Finally, the team ensured comprehensive, end-to-end reporting was possible, covering all of the advertising platforms as well as Google Analytics, HubSpot and Salesforce.

“We had difficulty converting leads at low cost in a very competitive market.”

Automic was also navigating a highly competitive landscape. Their previous keyword and audience targeting strategies had encountered a large amount of competition from other brands, which was driving up campaign costs. Automic needed guidance on where best to spend their budget to ensure the best campaign performance.

Looking at a two-year snapshot, Huble Digital helped Automic generate new qualified leads at $133.27 per conversion on average across multiple channels. 
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Achieving higher than average conversion rates

The extensive data gathered through paid social campaigns enabled Automic to better understand their target audiences and develop new and innovative ways of reaching them with relevant content on the channels they frequented most. This meant Automic’s sales pipeline was furnished with a regular supply of leads to complement their other marketing activities. 

Through Google Search, our team helped Automic hit an average conversion rate of 3%, where the average industry benchmark for B2B and technology was 1.04%. In addition, through Google Display, the team achieved a 2.58% conversion rate, where the industry average for B2B and technology has never been higher than 0.8%. 

Stats

200K

New visits to Automic's website

2500

New leads generated via paid media

3%

Average conversion rate
(industry benchmark = 1.04%)
Dagmar Simon
Dagmar Simon
Senior Digital Marketing Analyst

"Huble Digital really are an extension of our existing Marketing team and undoubtedly increased our efficiency, productivity and ultimately helped us achieve better results."

Introducing our team of paid media experts

Our team of experts worked closely with Automic’s marketing team to help them convert more leads at a lower cost and expand their reach. 


Led by our SEO and SEM Directors, the team of SEMs and Digital Analysts helped Automic to monitor and review their PPC campaigns daily to ensure the best possible costs per click and the highest click through rates.

 

Through weekly update calls, the team ensured they were aligned closely with Automic’s marketing goals, helping them to achieve a strong ROI from all PPC and Paid Social activity.

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