• by OMMA Magazine Writers , August 22, 2011

Gap can tie a 136 percent jump in revenue to automating search engine marketing campaigns, integrating processes with its management system to get the most from bids, and building a system that will enable the company to instantly scale up campaigns as needed. With help from iProspect and Marin Software's tools, automation created 74 percent more product level ad groups, compared with the same period during the previous year, driving up return on ad spend (ROAS) by an estimated 83 percent. The strategy improved speed to market for new products, increased reach for product-related search terms, and delivered on the promise of more relevant results for consumers in search queries.