SOURCE: Marin Software

Marin Software

March 14, 2012 06:00 ET

Auto Trader Improves Cost per Conversion by 87% Using iProspect and Marin Software

iProspect Uses Leading Online Advertising Platform to Lower Leading Motoring Website's Paid Search Costs and Increase Conversions by 16%

LONDON--(Marketwire - Mar 14, 2012) - Marin Software, provider of the leading online advertising management solutions for advertisers and agencies, has today announced that Auto Trader has seen an 87% improvement in cost per conversion after running its paid search campaigns through the Marin platform. The software, which has been deployed and managed by leading global digital marketing agency iProspect, has also helped to increase the site's conversions by 16%.

Auto Trader is the UK's number one site to buy and sell used and new cars, bikes, vans, trucks and caravans with over 350,000 cars for sale online. The Auto Trader branded website and magazines form the core part of the group's business and http://www.autotrader.co.uk is the UK's leading motoring website with monthly unique users of up to 10 million.

As Auto Trader has to run campaigns for all vehicle makes and models, it is constantly updating its campaigns to account for any new vehicles on the site. Its paid search programs are consequently very complex and basic management had become extremely time consuming, with very little room left for the team to spend strategically planning and optimising campaigns.

Berian Reed, Head of Search at Auto Trader, comments, "Auto Trader's aspirations within paid search result in many challenges for our agency. Implementing Marin has enabled our PPC campaigns to evolve into a dynamic, almost self-optimising marketing channel. I welcome any technology that focuses on optimising spend towards quality and thus freeing up the team's time to discuss strategy and explore further innovations within this area."

Marin Software was deployed to improve visibility across makes, models and generic keywords, highlighting which areas were most cost effective for Auto Trader. This led to a decrease in acquisition costs spurred on by decreasing costs per click, coupled with an improved conversion rate. Furthermore, iProspect's strategic revamp of the Auto Trader account and Marin Software's automated bidding combined to generate uplift in revenue without changing the budget.

Mark Fagan, Head of Search and Performance, iProspect UK, commented, "Marin has proved to be a strong strategic partner with iProspect, corroborated by the fantastic support received in onboarding and managing our key accounts such as Auto Trader. The platform itself and the process around it is user friendly and, more importantly, scalable. This is fundamentally important in the face of growing requirements from our clients, for whom having an innovative technology solution is crucial in future-proofing their performance marketing strategies."

About iProspect:
iProspect is the UK's fastest-growing digital performance marketing agency and a global provider of integrated digital solutions across paid and natural search, paid social media, analytics, affiliates, display, ad-exchanges, mobile and website optimisation. iProspect services many of the world's leading brands and is the UK's biggest search agency, employing more than 170 people with search billings of more than £90m in 2011. iProspect places data, insight and integration at the heart of its business to drive tangible business results for its clients. iProspect is part of Aegis Media, the media communications business of Aegis Group plc.

About Marin Software:
Marin Software is a leading provider of online advertising management solutions, offering an integrated platform for managing search, display, and social marketing. The company provides solutions for advertisers and agencies of all sizes, enabling them to improve financial performance, save time, and make better decisions. Marin Enterprise, the company's flagship product, addresses the needs of online marketers spending at least £50,000 per month on biddable media. Marin Professional delivers the same power and ease-of-use as Marin Enterprise, through an application designed for marketers spending less than £50,000 per month on paid search. Headquartered in San Francisco, with offices worldwide, Marin's technology powers marketing campaigns for over 1500 customers managing more than $3.5 billion of annualised ad spend in more than 160 countries. Leading advertisers and agencies using the Marin Software platform include iProspect, Bigmouthmedia, Neo@Ogilvy, Razorfish, Easyjet, Hotels.com, Betfair and Spartoo.com. For more information, please visit: http://www.marinsoftware.co.uk

Contact Information

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