UNIVERSAL MARKETING BRIDGE
A BETTER SOLUTION FOR ALL RESPONSE MEDIA - IT’S ABOUT TIME
As a performance-driven digital agency, All Response Media delivers successful campaigns on Facebook using two core platforms;
Google Campaign Manager, which serves as a single source of truth for measurement and;
Bionic's core automation suite, Auto Pilot, that enables the agency to programmatically optimise campaigns.
The challenge of this setup was that it created operational inefficiencies, mainly time and the potential for human error. Each click-tracker used to monitor and optimise campaigns needs to be trafficked every month in the Campaign Manager UI, then downloaded and uploaded into the Bionic platform.
As a long-standing partner of Bionic and the Google Marketing Platform, All Response Media, challenged both companies to create a scalable and seamless solution to address the inefficiencies and take into account de-duped conversion data.
Collaboratively All Response Media, Bionic and Google’s technical team architected a solution with the agency’s requirements at its core. The outcome was the Bionic "Universal Marketing Bridge” which integrated directly with ‘Auto Pilot’. The platform takes advantage of the APIs and data points from Campaign Manager to seamlessly measure and automatically optimise campaigns, using de-duplicated conversion data.
Bionic also created an additional application in collaboration with the agency, which served to streamline the bulk trafficking process. This reduced time and eliminated the potential for human error. In combination, these solutions enabled the agency to launch an end-to-end solution that resolved their challenges.
THE RESULTS - LEVEL 1 OPERATIONAL EFFICIENCIES
The "Universal Marketing Bridge” has been implemented across select clients in the ARM network. The tangible benefits of implementation have been;
● 25% reduction in campaign trafficking time.
● 30% increase in speed of campaign deployment.
● One third gain in overall operational efficiency.
THE RESULTS - LEVEL 2 CAMPAIGN PERFORMANCE
All Response Media leveraged the Bionic Universal Marketing Bridge on behalf of Greenwich Leisure Limited which under the BETTER brand operates the largest UK-based charitable social enterprise delivering leisure, health and community services, including 258 Sport & Leisure facilities with 650,000 members.
BETTER were setting out to improve the ROI from Facebook advertising. Using the Universal Marketing Bridge to optimise Facebook ad spend strategies, they were able to achieve a 55% reduction in Return on Ad Spend (ROAS) within two weeks of going live.
The Universal Marketing Bridge used attribution signals from Google Campaign Manager to automatically adjust the allocation of spend to ensure the highest performing ads were receiving the highest budgets and bids.