Swappie Search Automation
Swappie's Search Advertising Automation Saved the Team Time - and Improved Results
10+
Markets Automated
0%
Manual Work
Automated
Ad Copy Writing
Client
Objective
Swappie's growth marketing experts have their hands full. Each team member is responsible for all paid advertising channels and activities in their markets. Growth marketers also have markets in their portfolio whose languages they don't speak themselves. The local team helps, but the growth marketer still needs to handle matters that fall under digital marketing. Ads need to be updated frequently. This is influenced by factors such as constantly changing inventory and prices, seasons, campaigns, advertising testing, and communication and brand updates. Human errors occur easily when there are many contributors and the work is fast-paced, manual, there are over ten markets and just as many languages. The goal of the collaboration was to automate text-based Google advertising. The ad account had been built to advertise phones that were available in Swappie's online store. For this reason, the ad account could be fully automated based on product names, lowest prices, color options, and other information that Swappie had about the phones.
Solution
Intentio implemented a project for Swappie, whose first goal was to automate Google search advertising (Search Network) in all languages and market areas. The following objectives were set for the project: • No one has to write ad copy in Google Ads anymore. • Every available product, color and size option is accounted for in advertising. • Every new product launch automatically enters advertising. • Ad copy can always utilize the current lowest price, discount information, or color and size options. • A clear ad preview tool for country managers. Intentio built an advertising engine where the most important information was collected, translated, and modified so that growth marketers no longer had to do any manual work. The solution required automation as well as precise testing, which ensured that there were no errors in the ad copy and that they achieved the desired results.
Results
The project objective was successful. The solution automated a large part of the advertising process, resulting in Swappie saving a lot of time. As a bonus, advertising results improved, even though that wasn't the primary goal. The improvement in results was explained by the detailed information in the ads: they always had precisely the right color, model, price, and other information. Competitors had more generic ads that didn't resonate with users as well. Swappie's team was also satisfied that the solution was fully scalable to Swappie's entire inventory and different markets.