Paid Search - Media services

Maximize efficiencies by embracing full search PPC & SEO synergies.

By leveraging data-driven strategies, you’ll be empowered to allocate resources and investments effectively in response to the continuously evolving search environment.

De-siloed PPC/SEO by using advanced full-search reporting.

Aiming for one search agency to maximize efficiencies and avoid impartialities.

One search synergy to excel in an evolving search landscape (SGE).

Maximize efficiencies by embracing full search PPC & SEO synergies.

Search has evolved thanks to AI and ML, but legacy complex account structures have remained unchanged.

Artefact will tailor your PPC structure based on what is best for your business to improve your bottom line and drive performance.

While both Google and our agency approach recommend the adoption of modern search strategies, it is important to note that every business is different, and some modifications to modern search could be made in specific circumstances.

Supercharge your PPC campaigns.

Powered by internal business data.

Artefact will incorporate your business data to enhance the Google Ads Smart Bidding algorithm.
KPIs will be defined based on your need and will vary from new users, to product margin, to availabilities and more.

By customizing these metrics, we ensure that your campaigns are precisely aligned with your business objectives. This targeted approach not only maximizes performance but also drives sustainable growth.

PPC Brand Incrementality.

Many large advertisers have a significant share of investment for Brand PPC and are constantly looking for methodology to challenge (or not) this strategy.

Artefact PPC team collaborated with the client’s data teams to deploy a bespoke incrementality test to evaluate the incremental performance of Brand PPC.

Artefact, being a certified Test & Experiment partner by Google, used an mROI solution and compared actuals to predicted values from a forecasting model using regression analysis.

Paid Search Case Studies.

Use case: Artefact supported Hertz with a bespoke PMax geo-testing experiment delivering +35% transactions YoY at a stable ROAS.

Problems
When introduced, Performance Max (PMax) raised many eyebrows around cannibalization, black box, and inventory quality. At first, Hertz was hesitant to adopt the new feature, but Artefact worked together with Google to embrace it, maximizing their online performance and achieving stronger performance results.

Solution
Hertz collaborated with the Artefact media & data teams to deploy a bespoke incrementality test to evaluate the performance of PMax. The initiative was a clear example of collaboration between media and data scientist teams using advanced data tools.

Results
Hertz drove an astonishing +35% conversion YoY with a stable ROAS. The test was just the first initiative of the learning agenda proposed by Artefact around justifying media spending for digital marketing channels.

"DARE is a cornerstone initiative of our talent development strategy. It's an opportunity for our innovative and skilled talents to build their network, discover and share ideas and development approaches, and promote a culture of innovation and entrepreneurship within the group."
Chantal Gaemperle, EVP of Human Resources and Synergies

Use case: Leverage the incremental value of purchasing PPC keywords. Implement a geographical A/B test to measure search performance.

Problems
When introduced, Performance Max (PMax) raised many eyebrows around cannibalization, black box, and inventory quality. At first, Hertz was hesitant to adopt the new feature, but Artefact worked together with Google to embrace it, maximizing their online performance and achieving stronger performance results.

Solution
Hertz collaborated with the Artefact media & data teams to deploy a bespoke incrementality test to evaluate the performance of PMax. The initiative was a clear example of collaboration between media and data scientist teams using advanced data tools.

Results
Hertz drove an astonishing +35% conversion YoY with a stable ROAS. The test was just the first initiative of the learning agenda proposed by Artefact around justifying media spending for digital marketing channels.

Use case: Drive new customer growth: Harness the power of Web2App integration.

Problems
MoneyGram offers global money transfer and financial services through both digital platforms and retail locations. In 2023, they encountered two major problems:
How to de-silo search/web and app acquisition campaigns to maximize efficiencies across lower funnel strategies.
How to generate as many new customers as possible, regardless of the platform used to transfer money (search/web or via app).

Solution
By collaborating closely with external Google partners, Artefact implemented a highly effective solution that surpasses conventional paid search strategies:
Imported app events from Firebase in SA360 in order to enhance the Google Smart Bidding algorithm.
Transitioned historical web-based CPA strategy into combined bid strategy using Web & Web2App as main KPI. The combined goal included Firebase new customer app events & web floodlights.

Results
This project demonstrated our ability to develop advanced, custom strategies that yield outstanding results.
+101% Web2App new customers.
-26% savings in media spend.

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