Greater optimisation with multi-metric automation
With Adobe Advertising Cloud Search, Vistaprint India only had to set up business objectives, create different portfolios and assign a budget—the rest was automated and optimised by the system.
Optimising conversions is one of the main business objectives. With Adobe Advertising Cloud Search, Vistaprint India could drive both end-to-end and assisted conversions via multi-metric objectives. This gave Advertising Cloud an edge in comparison to other automation tools in the market. Adobe Advertising Cloud Search used more than 2,000 site engagement and conversion metrics from Adobe Analytics every hour to identify which particular keyword could lead to a conversion. With multi-dimensional keyword optimisation across device, location, time and audience, Vistaprint India was able to better target keywords resulting in more engagement from paid search.
For digital marketers who are running multiple campaigns simultaneously, allocating the right budget to each campaign can be a challenge. When Vistaprint faced a similar problem, the team used Spend Recommendations, powered by Adobe Sensei, to find a solution. By taking into consideration market fluctuations and competition analysis, Spend Recommendations provides budget recommendations and predicts future spends. On a regular basis, Adobe Advertising Cloud Search monitors performance and provides a forecast of conversions it can achieve in a given budget.
“The automated bidding and budget optimisation in Adobe Advertising Cloud pushed the campaigns that were driving more conversions at a lower CPA. This helped us in redistributing budgets from campaigns that weren’t performing well to the more efficient ones, which in turn resulted in reducing the overall CPA,” says Khatri.
Performance Optimisation, powered by Adobe Sensei, delivered automation which also benefitted Vistaprint by freeing up the team’s time, which they used for working on other strategic business areas. “Automated bidding and budget allocation in Adobe Advertising Cloud Search has helped the marketing team focus on other important metrics, such as optimising the search strategy and increasing the quality score of our ads by writing better ad copy,” says Khatri.
The way forward
The success of Adobe Advertising Cloud Search has given a boost to the company’s growth.
“Adobe Advertising Cloud Search is the first automated marketing solution used by us and looking at its success in driving growth and efficiency, we plan to invest in more automated marketing tools,” says Khatri.