Ogilvy Leverages Skai’s Automation Features For Increased Leads And Time Savings

Challenge

Ogilvy, a global media agency and performance marketing network, leverages Skai to manage social advertising campaigns for a leading education services company that offers career-focused educational tracks.

Prior to working with Ogilvy, the educational firm manually optimized their online advertising portfolio daily. Making it both challenging and time-consuming to drive positive performance at scale.

Solution

As Ogilvy’s Search team currently leverages Skai for their Search Advertising, it only made sense that Ogilvy’s Social team used Skai as well. Skai’s practical cross-channel solutions make it even more compelling for Social advertisers looking to apply the best of other channels to benefit their own social program.

The first solution Ogilvy’s Social team leveraged was Skai’s Cross-Channel Audiences to reach people on Facebook who have engaged with their client’s Search ads.

Ogilvy then leveraged Skai’s Portfolio Optimizer to address the initial challenge of increasing Leads while maintaining an efficient CPL. Most importantly, KPO enabled the team to optimize towards DCM data, opposed to being limited to only Facebook pixel conversions, ensuring their optimizations were tied to their actual goals. KPO was initially leveraged to optimize their client’s Nursing program campaigns and after experiencing strong success KPO drove the algorithmic optimizations for the rest of their educational programs including Nursing, Military and Evergreen/General campaigns. As KPO leverages Machine Learning to automatically optimize budgets and bids between Ad Sets, this enabled the better performing ad sets from any campaign or program to receive most of the budget, enabling effective and scalable optimizations.

Not only has KPO been able to drive a larger volume of leads, the addition of Automated Actions helped improve the overall cost of those leads. Whenever the Cost per Lead for an ad became too high, Automated Actions would trigger a creative refresh, swapping the active image out with another in the Creative Library queue. Powered by industry-leading technology, Skai’s Automated Actions were able to adjust bids, budgets, status, update creative and send alerts based on relevant signals such as weather conditions, health conditions, performance trends, ROI changes, or TV airings.

In addition to increased performance Skai’s tagging solution has enabled the team to “save time when building new campaigns and ads.”

Results

This led to the volume of leads increasing by 40%, Cost per Lead decreasing by 28% and more time for strategy. 

With Skai’s workflow, positive results from KPO and Automated Actions, as well as the ease of use of tagging and audience management, Ogilvy was able to surpass their goals and ultimately grow the educational services program for their client.

Background

Ogilvy is an award-winning integrated creative network that makes brands matter for Fortune Global 500 companies as well as local businesses across 131 offices in 83 countries. The company creates experiences, design and communications that shape every aspect of a brand’s needs through six core capabilities: Brand Strategy, Advertising, Customer Engagement and Commerce, PR and Influence, Digital Transformation, and Partnerships.