GOA Marketing, a leading ad optimisation SaaS platform, and ISBA, the industry body for brand owners’ advertising, have agreed a strategic partnership that will give ISBA members access to GOA’s paid search expertise and hands-on training. The partnership aims to transform the performance of the £14.7bn UK search market by creating a transparent approach to paid search and setting a new standard in digital advertising.
Research suggests that two-fifths (43%) of digital ad spend goes to waste. With continued economic uncertainty potentially restricting budgets and digital advertising surpassing traditional channels, the GOA/ISBA partnership aims to help brands get more from their investments.
ISBA members, including some of the UK’s leading brands, can access GOA Marketing’s experience and training, to help them tackle paid search performance in three ways: improving governance, enhancing efficiencies by identifying unnecessary leaks in campaigns, and boosting campaign performance. In doing so, advertisers will have the opportunity to maximise spend and unlock additional revenues.
Gabrielle Crofts, CEO of GOA Marketing, commented, “The need for transparency and measurable results has never been more important. Working together with ISBA, we want to help the industry create a more trusted approach to paid search and, in doing so, set a gold standard for digital advertising. Combining our knowledge with the ISBA’s representation of the UK’s leading brand owners presents a unique opportunity to ensure best practices are embedded across the advertising landscape.”
Dan Larden, head of media at ISBA, said, “Search expertise is often siloed within the organisation, making it harder to collaborate with all aspects of marketing and drive real campaign success. Given the size of the budgets and the channel’s constant evolution , we’re excited to partner with GOA to offer our members access to leading consultancy and advice in this space on efficiencies and best practices.”
