Media Agency OMD has become the first partner to test machine learning solutions with Google’s Performance Max.
With an ever-growing number of channels to reach audiences, and customers finding new ways to discover, research and purchase, Performance Max is a new campaign type designed to consolidate performance advertising activity into a single campaign that runs across Google channels.
OMD partnered with Google on the beta test in New Zealand, first learning how Performance Max uses automation to engage customers effectively at scale, and then implementing it on a first to market basis, delivering meaningful performance uplifts across its client base.
One of OMD’s clients, AA Insurance, was the first business in New Zealand to test Performance Max across a recent online campaign, and as a result saw a reduction in costs per application of 64 percent while lifting applications from digital media by 12 percent in a highly competitive market. Performance Max also allowed the agency to reduce manual handling time by 33 percent.
John Buckley, Chief Digital Officer at OMD, says: “Machine learning is the future of performance media, and we were delighted to offer our clients an early view of how it can perform. Our business and performance team thoroughly tested and measured this solution and were blown away by the ease at which we were able to save costs and scale our conversions.”
Catherine Dilly, Marketing Manager, Brand and Media at AA Insurance says: “Combining Google’s Performance Max with our existing campaigns through OMD has enabled us to drive significant digital conversion growth and cost efficiency thanks to the work of machine learning.”
The case study on AA Insurance’s approach can be found on Think With Google.