UNIVERSAL MARKETING BRIDGE

A BETTER SOLUTION FOR ALL RESPONSE MEDIA - IT’S ABOUT TIME

 
 
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THE CHALLENGE

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.

THE SOLUTION

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.

One Third

gain in overall

Operational Efficiency

52% Reduction

in campaign

Cost Per Lead

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.

 

 
 
As a performance-driven digital agency, we’ve long been frustrated with the lack of integration and alignment between the two core pillars of every digital ad campaign; trafficking and measurement.

Bionic’s Auto-Pilot platform has been our Facebook Optimisation platform of choice for four plus years and we have always considered Bionic to be an innovative, solution-oriented and proactive partner.

When we brought this frustration to their attention, they immediately understood, and as a partnership we designed and then delivered, in the Universal Marketing Bridge, a solution which not only addressed this frustration, it vastly improved internal processes and realised significant operational efficiencies in our business
— NICK CUDAHY, DIRECTOR AT ALL RESPONSE MEDIA, EVP AT HAVAS EDGE

THE RESULTS - LEVEL 2 CAMPAIGN PERFORMANCE

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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 52% reduction in Cost Per Lead 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.

To ensure we are reaching the customers which are most likely to convert, we have tested the Bionic DoubleClick optimisation software at a deeper level.

Working closely with Bionic, we have enabled a floodlight specific conversion which the software would use to optimise on campaigns, rather than optimising
towards all the conversions which take place on the page.

This helped us achieve a 55% improvement in the cost per lead (CPL) for GLL within the first weeks of using the software.
— Andreea Bondor, Digital Planner, All Response Media

 

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