How TrueClicks Helps iProspect Save 156 Hours Every Month
How TrueClicks Helps iProspect Save 156 Hours Every Month
“TrueClicks is such an easy, structured, clear way of keeping an overview of all your accounts’ health. You know immediately where you need to pay attention. It saves us so much time.”
Solution
A tool to automatically optimize and improve search campaigns.
iProspect Netherlands, a dentsu company, helps 60+ clients throughout Europe improve their digital marketing performance. The iProspect Netherlands team manages millions of euros
in online ad spend with industry-leading search engine marketing and pay-per-click strategies.
Challenge
Too much time manually auditing and analyzing Google Ads accounts
Marcel Smal, PPC Strategist for iProspect Netherlands, spends his days thinking strategically about his client’s brands.
But Marcel and his colleagues faced a major juggling act. Many of their 60+clients had multiple Google Ads accounts. Each account required careful monitoring and analysis for optimization opportunities and troubleshooting. The recommendations in Google Ads can be useful in some cases, but are not independent and are mostly about increasing visibility and automation, rather than maximizing the advertiser’s profit.
Analysis required a labor-intensive process of exporting reams of data from Google Ads and manipulating it in Excel. If a problem arose — such as a broken link or a billing issue — it might take days before someone noticed, causing wasted spend or frozen campaigns in the meantime.
The iProspect team knew that there had to be a better way to monitor and analyze all those accounts.
“The optimization score you get from Google is one-size-fits-all. It doesn’t take into account what kind of advertiser it is. And it has a focus on expanding your campaigns and letting their automation do the bidding and targeting.”
Solution
A tool to automatically optimize and improve search campaigns
Then the iProspect Netherlands team discovered TrueClicks, an analysis and recommendation tool designed to optimize paid search campaigns.
TrueClicks constantly scans Google Ads accounts and campaigns to check for anomalies, wasted spend, best practice adherence, and opportunities. TrueClicks grades each account and provides alerts and recommendations.
iProspect Netherlands immediately saw the benefits of TrueClicks:
- Independent scoring that assesses keyword quality, extensions, ads, and targeting while suggesting improvements
- Alerts for anomalies, performance deviations, and other issues that require immediate attention (e.g. broken URLs)
- Notifications when targeting settings are wrong, such as ads served in the wrong country
- Recommendations rooted in the latest best practices and tailored to each client’s unique needs, rather than designed to increase spend
“TrueClicks can automatically do an amount of analysis that we cannot do manually ourselves. We are more effective and we’re saving time.”
Results
Successful campaigns, lower costs, happier clients
With paid search, small changes quickly add up. Applying the TrueClicks recommendations saves iProspect Netherlands’ clients an average of 22% simply by reducing wasted spend.
The recommendations lead to more relevant campaigns, which Google rewards with a higher quality score — and a discount on cost per click. That combination of better performance and cost savings boosts client retention.
The time savings are huge. Marcel estimates that TrueClicks saves each FTE on his team about 8 hours per month, which equates to 156 hours across the team — essentially a full-time staff person.
Freed from the manual analysis, the team now spends its time on more valuable strategic and creative tasks. As a result, iProspect Netherlands has increased their clients’ revenue from advertising by 26% in the three years they have used TrueClicks.
TrueClicks especially shines when iProspect pitches potential clients. By saving 75% of the hours required for a manual audit, the team has time for more creative and strategic work — the type of work that wins pitches. Onboarding new clients is faster, too.
Overall, the iProspect Netherlands team is thrilled that TrueClicks automates and prioritizes much of their paid search work, freeing up their time for more valuable strategic tasks.
“We spend the time TrueClicks saves us with the things you need a human for: longer term, more strategic and creative tasks. It really benefits our clients.”
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