Lonely Planet uses search to drive sales of guidebooks, apps and ebooks through the online shop as well as bookable travel products (hotels, activities and insurance).
Paid media was managed with a small in-house team that were responsible for managing day-to-day management of the account. As our digital footprint grew, I was given the task to expand our campaigns globally across 96 countries and diversify our current campaigns beyond Google Adwords into Bing, social and display.
Following an RFP process for a performance advertising platform, we made the decision to implement Marin bid management software. Marin integrated with our Adobe Omniture analytics package and product feed from Intelligent Reach, and allowed us to scale our campaigns across 750,000 keywords, delivering results they would not have been able to achieve manually with our current team.
Within 3 months of implementation, we were able to launch campaigns on Facebook, Twitter, GDN and Bing and saw a 38% reduction in CPC, 109% increase in CTR, 8% increase in conversions and 50% increase in profit.