Paid Search: The Media Image

The London Stock Exchange Group (LSEG) had ambitious targets to do more with its marketing for less on a global scale – delivered via a sophisticated paid search model at a granular product level.

In 2022, the Media Image team was given the challenge of providing the same quality of performance with a 20% decrease in budget. The task required a herculean effort due to the unique difficulties we had to face in our industry. LSEG is a highly regulated company at the highest levels of the UK government. Therefore, we had a strict adherence to data privacy restrictions and had to be more creative with the ways we optimised towards our goals.

To deliver on our ambitious targets, we moved to a more sophisticated optimisation model, which included the use of offline data to inform our strategy at a granular product level. We also made the most out of additional testing and expansion opportunities, rather than just scaling back for efficiency. This included the likes of product expansion and local language expansion, all of this being done with limited resources on the client (two person team) and agency sides.

Most importantly, the team successfully exceeded the expectations of the initial targets, surpassing both revenue and ROI goals. These results made paid search a key growth element at LSEG.

Judges’ comments: 

“Love the thought process here of segmenting cost per leads.”  

“Extremely detailed biddable strategies and execution, in the b2b industry across multiple markets and languages.”

“Strong use of available paid search features to optimise a bidding approach. A very common problem of budget cuts handled well through well thought-out optimisations.”

“Brilliant strategy through technical solutions. That's a fantastic example of how we can combine first-party and platform data with improving bid strategies—amazing results for this approach.”

Also shortlisted: 

NP Digital: A Mid-Funnel Mindshift: How ConnectWise and NP Digital increased ROAS of Paid Search by 100% (ConnectWise)