Workflow Automation : Case study 2
Challenge
Our client, a leading digital agency, boasts a substantial client base within the same industry. They are managing over 600 accounts with the same thematic campaigns, Ad Groups, Ad Copies, and Keywords. As part of routine monthly tasks, they need to check 600K+ keywords, review 80K+ ad copies to ensure there are no errors such as misspelled brand names, different brand names or products/services present in the wrong account etc. On top of it they have 20K-30K ad copy change requests for promotions and other marketing initiatives. The extensive data volume posed a risk of mismatches, leading to the addition of wrong ad copies and keywords to incorrect accounts. Recognizing the need for a solution, the client sought our expertise to develop a customized automation platform, as manually reviewing and verifying each ad copy and keyword proved time-consuming and fell short of achieving 100% accuracy.
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Solutions
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- Suggested workflow automation to identify ad copy and keyword issues in bulk +
- Developed distinct phases for each account at every ad copy and keyword level, vetted and updated every month +
- Created customized software enabling input files with more accurate terms in an account, emphasizing ad copies and keywords within the same accounts. The system ran against the file to find the discrepancies +
- Applied criteria to highlight specific cells where issues were found +
- Labeled identified issues in the comments section to streamline issues in bulk
Benefits
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- Customized tools processed vast data and highlighted issues within a few hours (about 100+ hours saved in each month) +
- The workflow system enabled more frequent checks with more efficiency (2-3 times monthly) and ensuring error-free outcomes +
- Reduced validation time for Analysts by 95%, enabling them to focus on other tasks +
- The client achieved peace of mind as ad copies and keywords remained error-free across campaigns and accounts +
- Achieved zero cancellations of accounts reasons due to errors