“As Search marketing has grown in complexity over recent years, we rely on Kenshoo to keep us at the forefront of innovation. Smart Tags are the latest release that continue to add value to our complex search campaigns by automating very manual tasks and improving performance at scale.”
- Jeff Zuzarte, Senior Manager, Programmatic Media.

17.5 %
Increase in CTR

Background

RBC is one of North America’s leading diversified financial services companies, providing personal and commercial banking, wealth management, insurance, investor services and capital markets products and services on a global basis.

Challenge

Having used Kenshoo Search since 2012 to successfully manage its complex search program, the team is constantly on the lookout for new features that will help to drive performance against its long term objectives:

  • To acquire new customers with high lifetime value at a reasonable cost
  • Maximize the lifetime value of existing customers

Solution

Within weeks of launching, RBC was one of the first Kenshoo clients to take full advantage of the Smart Tags for Underperforming Products release. 

Prior to implementing this feature the team would manually pull ad-level reports to analyze performance (CTR, conversion rates, conversion mix) and make decisions on whether to change or pause ads from this. Given the complexity of its campaigns, this was a time consuming and sporadic process. 

Now, the Smart Tags algorithm automatically flags any underperforming ads automatically and categorizes them accordingly in the workflow – saving the team hours of manual work. 

Coupled with the ability to create an Automated Action that automatically pauses the underperforming ads, the team is confident that it will always have the strongest ads in-market at all times.

Results

Since implementing Smart Tags, RBC has seen:

  • 17.5% increase in CTR
  • 13.2% decrease in impressions – but with a 2% increase in clicks it suggests more relevant ads are now being shown
  • Hours of time saved to invest into more strategic planning

Challenge

  • The team is constantly on the lookout for new features that will help to drive performance against its long term objectives.

Solution

  • RBC was one of the first Kenshoo clients to take full advantage of the Smart Tags for Underperforming Products release.

Results

  • 17.5% increase in CTR
  • 13.2% decrease in impressions, but with a 2% increase in clicks suggesting greater ad relevancy
  • Hours of time saved to invest into more strategic planning