What was the scope of their involvement?
Docklin has complete ownership of every aspect of the SEM channel. Everything from creating the strategy and coming up with solutions to tracking and reporting. We communicate daily, and have weekly check-ins, monthly meetings, and quarterly business reviews. We set the quarterly goals but Docklin has full mandate to do whatever they think is necessary to meet these goals.
Docklin implemented a number of solutions to help us accelerate the revenue growth from SEM and at the same time meet our ROAS goals:
In Q4 2017, Docklin implemented a new structure for Google Shopping that they built themselves as a part of their tech stack. It’s a rather complicated structure, involving more than 15 scripts. But in short, they use a combination of scripts, campaign priorities and negative keyword sculpturing.
Between December 2016 and April 2017, Docklin rebuilt our campaign structure for SEM. Previously, we had many large ad groups with multiple keywords which made relevance between keyword, ad copy, and landing page a challenge. We also didn’t have a thorough strategy regarding match types and keyword sculpturing. Docklin corrected this and implemented a new strategy, which included an automated approach to negative and positive search term optimization.
Finally, since we are a multi-channel player, it’s important that we not only use the SEM channel in order to maximize online sales but also sales in our physical pharmacies. Docklin has helped us with this and boosted offline sales from SEM. Their solution was to incorporate Google’s tracking of “Store Visits” to our conversion mix and apply automated bidding which looks at conversions both on and offline.
What is the team composition?
The team at Docklin includes our team lead (an ex-Googler), one SEM account manager and one person who is in charge of creating custom scripts and technical tracking implementations.
How did you come to work with Docklin Digital?
My predecessor used to work at an agency where she was in close contact with our current team lead at Docklin. Since my predecessor was working at an agency, she knew every “trick in the book,” and found that Docklin was the best agency out there. They take an ambitious approach to SEM, invest in SEM tech, and work closely with us in order to maximize results.
We liked Docklin’s operational focus and ideas in regards to the following challenges: automation and tech solutions to some important but repetitive SEM tasks such as keyword mining, bidding, AB-test of ads etc.; maximizing mobile revenue; Google Shopping; and combining SEM with sales in physical pharmacies.
What is the status of this engagement?
We started working together in 2016 and the engagement is ongoing.