Paid Search

Use case: Artefact supported Hertz with a bespoke PMax geo-testing experiment delivering +35% transactions YoY at a stable ROAS.

Problems
When introduced, Performance Max (PMax) raised many eyebrows around cannibalization, black box, and inventory quality. At first, Hertz was hesitant to adopt the new feature, but Artefact worked together with Google to embrace it, maximizing their online performance and achieving stronger performance results.

Solution
Hertz collaborated with the Artefact media & data teams to deploy a bespoke incrementality test to evaluate the performance of PMax. The initiative was a clear example of collaboration between media and data scientist teams using advanced data tools.

Results
Hertz drove an astonishing +35% conversion YoY with a stable ROAS. The test was just the first initiative of the learning agenda proposed by Artefact around justifying media spending for digital marketing channels.

Use case: Leverage the incremental value of purchasing PPC keywords. Implement a geographical A/B test to measure search performance.

Problems
When introduced, Performance Max (PMax) raised many eyebrows around cannibalization, black box, and inventory quality. At first, Hertz was hesitant to adopt the new feature, but Artefact worked together with Google to embrace it, maximizing their online performance and achieving stronger performance results.

Solution
Hertz collaborated with the Artefact media & data teams to deploy a bespoke incrementality test to evaluate the performance of PMax. The initiative was a clear example of collaboration between media and data scientist teams using advanced data tools.

Results
Hertz drove an astonishing +35% conversion YoY with a stable ROAS. The test was just the first initiative of the learning agenda proposed by Artefact around justifying media spending for digital marketing channels.

Use case: Drive new customer growth: Harness the power of Web2App integration.

Problems
MoneyGram offers global money transfer and financial services through both digital platforms and retail locations. In 2023, they encountered two major problems:
How to de-silo search/web and app acquisition campaigns to maximize efficiencies across lower funnel strategies.
How to generate as many new customers as possible, regardless of the platform used to transfer money (search/web or via app).

Solution
By collaborating closely with external Google partners, Artefact implemented a highly effective solution that surpasses conventional paid search strategies:
Imported app events from Firebase in SA360 in order to enhance the Google Smart Bidding algorithm.
Transitioned historical web-based CPA strategy into combined bid strategy using Web & Web2App as main KPI. The combined goal included Firebase new customer app events & web floodlights.

Results
This project demonstrated our ability to develop advanced, custom strategies that yield outstanding results.
+101% Web2App new customers.
-26% savings in media spend.