The Business Outcomes award “recognises successful and/or innovative approaches to pivoting clients to fully utilise Search (and possibly other channels) to achieve business outcomes for clients”, and the category focuses heavily on using automation and machine learning to measure & optimise media activity and return.
A judging panel of Google experts gives the award based upon a submitted case study for work completed that quarter.
A judging panel of Google experts gives the award based on a submitted case study for work completed that quarter.
Our case study focused on using multi-stage attribution across our full patch of clients, which we implement as a best-practise rule to ensure that we correctly assess all campaign elements about the final conversion point. With this approach, we can get the best return on investment by focusing on the individual role of all channels and keywords in use. We were commended on the breadth and consistency of our strategy, with our case study even presented as an exemplar at the event itself.
This is the program's first round of awards this year, and the team are keen to continue our success into the upcoming quarter.
Written by
Gary Nissim
