What was the scope of their involvement?
They are a PPC agency, and they help us with planning and buying PPC activity. In terms of the big management solution, it’s more complex than anything we’ve used before. We have a portfolio bidding along with the bid modifiers, which Brainlabs applies themselves. There is also a genetic algorithm.
We were one of Brainlabs' first clients, and their bid management technology was built around our business. We have a vast portfolio of over a million keywords, so when they took our account on, it was all very messy. We had many keywords that weren’t performing well, so they went through the entire account and cleaned everything up. They were also testing the bid management solution on a smaller area, all while charting better CPTs than the previous company. We then expanded to other verticals as well.
We have a division about mortgage and legal advice, including wills, probates, and trusts, etc., that they’ve also helped with.
Brainlabs was always confident in their own technology. They’re all mathematicians, and very clever people. They came to us and said they could build the technology to make our CPCs [Cost Per Click] perform better, and that they could remove some of the manual effort we were putting into it by implementing automation. It worked well for us after we tested it, and there are constantly ongoing optimizations and new releases of their technology.
What is the team dynamic?
Our account manager was timid when I first met her, but she’s since evolved with our account. She was instrumental to all the work we do, and she really got to know our business. They’re able to give any advice we need, and they’ve grown with us.
How did you come to work with Brainlabs?
Someone who used to work at our company knew Dan Gilbert [CEO, Brainlabs], and he introduced Brainlabs to us. I didn’t work on the pitch, but I believe they were the only company we considered.
Brainlabs came in and tested their own bid management solution against the company’s product we were using previously, and proved theirs was better. This was the beginning of our partnership.
What is the status of this engagement?
We started working with them in 2014, and the relationship is ongoing.