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IMPAQT, a Merkle Company, Launches Successful Remarketing Campaigns through Google's RLSA

September 9, 2013
Columbia, MD

Merkle (www.merkle.com), a leading customer relationship marketing (CRM) firm and the nation’s largest privately held agency, today announced successful participation in Google’s beta launch of Remarketing Lists for Search Ads (RLSA).  As a result of the RLSA method, Merkle’s participating clients have seen as much as a 60% incremental lift in paid search traffic and realized up to 70% reductions in cost-related KPIs. RLSA allows advertisers to create unique digital experiences for search users based on their relationship with a brand.

The RLSA method allows for the creation of unique, custom brand messaging, and also enhances the online customer experience by producing more relevant ads, delivered in real time to the most valuable audiences.

“Using remarketing in search has proven to be a successful method of increasing the efficiency of USAA’s paid search program,” said John Leistra, director, digital marketing, USAA. “Additionally, the strategy implemented by IMPAQT complements USAA’s overarching company objective to serve our members better and deepen relationships.”

IMPAQT, the search marketing agency acquired by Merkle in 2011, has been a long-time agency partner of Google’s Adwords platform, which allows advertisers to create online marketing programs around Google, its search partners and Google Display Network (GDN).

 “RLSA is a very exciting change in search marketing,” said Patrick Hounsell, EVP and chief digital officer, Merkle. “With the introduction of RLSA, we are able to connect big data from CRM databases with online search activity. As a result, there is going to be a fundamental shift in search advertising, enabling better targeting and personalization, with more complete integration into the overall marketing strategy.”

About Merkle

Merkle, a dentsu company, is a leading data-driven customer experience management (CXM) company that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The company’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive hyper-personalized marketing strategies. Its combined strengths in consulting, creative, media, analytics, data, identity, CX/commerce, technology, and loyalty & promotions drive improved marketing results and competitive advantage. With more than 16,000 employees, Merkle is headquartered in Columbia, Maryland, with locations in 30+ countries throughout the Americas, EMEA, and APAC. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkle.com.

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