We're also driving a higher percentage of new visitors through Bing, as compared to our paid search efforts on other search engines, and we see higher conversion rates with a lower investment.
— Krysta Brown, Senior Manager of Digital Marketing, Too Faced Cosmetics
Krysta Brown, Senior Manager of Digital Marketing, Too
Enter Metric Theory, a data-driven marketing company that focuses on four key elements — data, technology, communication and results — to achieve market-leading results for more than 200 clients.
“We've been working with Metric Theory since the beginning of 2014. They've really been an integral part of the growth we've seen within our dot-com business,” Brown says. “In that time, we’ve been cleaning up accounts and getting more granular in the way we bid, targeting our keywords and driving traffic to the site. It's evident, in regard to the performance we've seen year over year within our paid search program, we're definitely moving in the right direction.”
In 2012, Metric Theory was born after several employees who managed an SEM division of a global technology company branched out to start their own agency. Working out of a one-bedroom apartment and living the San Francisco startup dream, Adam Edwards and his co-founders would spend the next four years turning Metric Theory into a top-tier digital advertising agency with over $100 million in annualized media spend, additional offices in New York City and Denver and more than 70 employees.
“It's been a pretty quick ride,” Edwards beams. “When I started in paid search, the big fear was everything was working toward more and more automation, whether it was different bid policies, the introduction of product listing ads and then shopping ads. There was this fear from those who worked in the industry of, ‘Oh my gosh, what does this mean? Everything's going to be automated, and there's not going to be any jobs for digital marketers.’”
But Metric Theory’s founding team has grown the company by embracing and seeking to understand paid search innovation — never running from it. “I've tried to take a longer view,” Edwards reasons. “Using and leveraging technology for automation and leveraging that data we have more effectively is always going to be a positive. That's what allows us, as marketers, to focus on things like stronger ad copy, or how to reinvest in different channels or different campaigns within the account.”
Metric Theory’s partnership with Too Faced has been immensely successful in not only getting the word out about the cosmetics company, but also testing Edwards’ long view.
“Too Faced is a good example,” he explains. “We'll see at the end of the day that a customer converted on a search for the brand term, ‘Too Faced,’ but there were a lot of other touchpoints along the way. We always want to take those into account, to make sure that we're reinvesting in the appropriate places to drive the right growth, and investing in the keywords — the campaigns — that actually led to that eventual conversion.”
We want to make sure that we have Sitelink Extensions supporting every promotion.
— Ashleigh Shapiro, Senior Manager of Account Services, Metric Theory
Data provided by Too Faced Cosmetics