Today we're shining a light on the SEM platform capabilities that played a role in HP's decision to switch from an incumbent platform to DoubleClick Search. 

Paid search is core to HP's digital marketing programs. Strategically, it’s critical for the company to have a strong line of sight across all marketing disciplines, including search. It also wants to efficiently respond in real time to marketing opportunities across the globe. HP and its agency Optimedia recently saw an opportunity to optimize performance from improved real-time and cross-channel capabilities by switching SEM platforms.

Having experienced mixed results with other automated bidding platforms in the past, Maren Wesley, VP of Global Search, and the rest of the Optimedia team were initially skeptical of the results possible with DoubleClick Search. "We were looking for proof that the performance for all areas of the program would improve with DoubleClick Search," said Wesley.

In partnership with DoubleClick, the teams deployed a 2-phase test to compare campaign performance between DoubleClick Search and the incumbent SEM platform, which the teams had been using for several years.

At the end of phase 1, DoubleClick Search bid strategies had reduced costs by 23% and increased revenue by 16%, resulting in a 33% improvement in cost per order dollar (CPOD) versus the incumbent platform.

At the end of phase 2, DoubleClick Search bid strategies had reduced costs by 18% and maintained revenue at high levels, resulting in a 17% improvement in CPOD versus the incumbent platform.

The strong results the teams saw from their SEM platform comparison led them to fully migrate to DoubleClick Search as the platform of choice, and as a proven way to realize their real-time and cross-channel goals. Jay Dark, Director of Search and Global Marketing at HP says, "The positive results allowed us to make the decision to switch to DoubleClick Search and because of that decision, we are doing a global rollout across both our B2B and B2C businesses."

For all the details behind HP and Optimedia's SEM platform evaluation, download the full DoubleClick Search case study (PDF).

You can catch up on our real-time series by reading about how real-time helps on big launch days, how to use real-time data to optimize your search ads and Shopping Campaigns, and our initial research on what the real-time gap means for search marketers.

Posted by Nick Macrae, Product Marketing Manager, DoubleClick Search