Schneider Electric, a global leader in energy management and industrial automation solutions, engaged Merkle to restructure its SEM accounts by business line with compartmentalized budgets and goals. The siloed account and budget approach that previously worked for a small number of accounts did not scale well, causing both investment inefficiencies and customer experience fails.
In October 2019, Schneider Electric’s senior leadership began a “one business” digital transformation campaign. This transformation was motivated by a desire to improve the quality of traffic driven to the website, which ultimately drove more qualified contacts and increased business revenue. Merkle proposed a complete SEM program overhaul to centralize US budgets and align to Schneider Electric’s internal initiative. Over the course of five years, Merkle’s SEM team’s helped evolve Schneider Electric’s program of over 40 paid search accounts in more than ten countries.