Product: Core business accounts
The goal was to analyze all digital marketing campaigns, provide feedback and start implementing suggestions in order to increase conversion rate and decrease CPA.
In the first phase the Core business’s Google, Bing, Yahoo and Facebook/Instagram campaigns were analyzed including ad copy, target groups, campaign settings, site links, keywords, creatives and creatives description, callouts, bidding strategy, impression share, landing pages, and main KPI’s. Competitors analysis has been conducted as well. Competitors analysis provided useful information about their backlinks, main channels, ad copy, keywords, audiences. Based on all learnings gathered in the analysis phase, an improvement strategy has been provided.
The results were seen immediately after all suggestions were implemented: long tail keywords, ad copy improvements, adding site links, callouts, using new creatives, adding new target audiences, creating new landing pages, adding new audiences based on the specific actions, adding more creative images and better descriptions, creating main seasonal campaigns.
Product: Eureka shopping assistant
The goal was to increase the number of monthly users and lower CPA and CPI.
The analysis of the current Google, Bing, Yahoo and Facebook/Instagram campaigns was the first step. The main goal was to provide feedback in order to improve overall results. Besides the analysis of the campaigns, landing pages, direct competitors, the full user journey have been tested as well.
Main challenge here was lack of user journey logic, proper messaging, poor landing pages, too general messaging. For this reason the client was faced with the lack of app installs and chrome extension installs, high CPA and CPI, low conversion rate. After the main improvements were implemented the results increased almost immediately. Main improvements were: adding more relevant ad copy including proper keywords, adding long tail keywords, adding more relevant ad groups, creating seasonal landing pages for the main shopping events, adding high quality images into the campaigns, testing performance max ads, responsive display ads, responsive search, app install ads, adding and testing new audiences based on specific customer actions.
The user acquisition strategy has been made as well. The strategy covered users/customers main pain points during the acquisition, engagement, retention phase and relevant key messaging and channels.
The result was 30% MOM increase in active monthly users ( ie. 30k active monthly users), CPA decreased in 64%, 40% MOM installs increase.
The goal was to launch a brand awareness and growth campaign in Argentina and Brazil, to implement a user acquisition campaign and acquire more new users , develop and implement user engagement and retention user strategy.
A growth strategy included several channels: Content strategy (website, blog, android/ios app, social media) Paid ads (Google Search/Display / Google universal app install, Facebook/Instagram Feed/Story/Playable ads), Affiliate, Influencer marketing campaigns, email, ASO, push notifications. Before launching campaigns, all tracking parameters were set and tested, all app conversion events were set as well, platforms like Amplitude, Appsflyer, Segment, were integrated with advertising networks, all app events were mapped as well. At first brand awareness campaigns were launched in Brazil and in Argentina. The goal was to grab the attention of potential customers and generate app installs. We used a combination of brand awareness and specific value proposition messages. App campaigns were developed and launched on Google, Facebook/Instagram. After the first campaign launch, the number of installs increased dramatically but we had a huge app install – to – KYC event drop, so we needed to improve conversion rate in the onboarding funnel. After a conversation with the product team, we’ve realized what caused this drop and tried to fix the problem. After automating the KYC event we’ve seen an improvement in the conversion rate. In order to increase engagement and retention rate, different remarketing campaigns were served to the people who already installed the app, and to those who already had some level of engagement within the app or performed specific conversion event. We also had an influencer strategy trying to recruit relevant bloggers. The engagement and retention rate was increased also through excellent FAQ section and customer support.
We also used email nurturing remarketing campaign to inform website visitors about the app benefits and convert them to a fully registered customers, or to make other conversion events(top up, buy bitcoin, send money)
The result: 65 brand awareness and conversion campaigns, 218 different lookalike and saved audiences have been tested, 1378 Facebook / Instagram Feed and Story ads, 3 95 mil. impressions, 13 mil. people reached, 47,686 app installs, 3000 adds to cart, 8330 registered users at Cost per click $0,52, AVG Cost per app install $2,5.
The goal was to promote the app in several regions, Western Balkan, DACH region, Western Europe, Brazil. The main goal was to test markets, promote brand and acquire as many app users as possible. Besides the B2C campaign, we’ve tried to acquire sponsors, investors, clubs through B2B campaigns. Within the growth strategy we’ve had a content strategy on the website, blog and social media, paid ads (Google Search/Display / Google universal app install, Facebook/Instagram Feed/Story, lead ads) push notifications, email campaign. B2B campaigns were served through Google. Facebook/Story and LInkedin lead form ads. While ads were served we’ve monitored what is going on within the app. As soon as we noticed some drop after the app installs we tried to fix the issue within the app and improve conversion rate.
The result: Through Google universal app ads we generated 17,374 app installs (app users) at 0,44 cost per app install and 225% ROAS. We’ve succeeded in reaching over 11 million users. Through 514 Facebook / Instagram campaigns, we’ve acquired 57,273 app installs at AVG Cost per Click 0,11 euros, 200,000 app activations and 97% ROAS. To achieve these results we’ve performed campaign optimization and testing different graphic elements, target groups, messages, ad formats and locations.
The main goal was to increase brand awareness on the UK market and to increase the number of residential and business users. B2C and B2B growth strategies were delivered through content strategy on the website, blog, price comparison websites. Thanks to the consistent content strategy and paid search strategy SEO channel contributed significantly to the monthly level of conversions. B2B and B2C affiliate campaigns were among the most successful channels after paid ads on Google. Programmatic campaigns were used for the purpose of generating new prospects, while remarketing programmatic campaigns helped us to upsell current users and develop loyalty program.
The results: Through Brand awareness campaigns 2835 registered users were generated at average Cost per Click 0,7 GBP and Cost per registered users 3,3 GBP. Exceptionally good results were generated through affiliate networks achieving constant growth year over year generating constant increase in conversion rate (over 4%) quarter over quarter. Other successful conversion campaigns were related to specific events, Black Friday, Christmas, specific Back to school, special promotions.
The challenge was to improve current digital strategy, increase online visibility through other relevant digital channels. Except current adwords accounts and seo efforts, focus was to find and develop other channels for brand and product promotion.
Results: Social media content strategy was developed and implemented to 11 international markets. Level of engagement was increased by 100%, level of traffic via social media was increased by 150%. Brand awareness was improved through social media contest, daily and weekly promotions, relevant seasonal posts and partnership with relevant brand who were interested in cross promotion. A lot of new affiliate partnership was developed. Cross promotion with one of the most famous european e-Commerce fashion shop was highly effective and resulted in increasing brand awareness as well as in revenue increase. Implementing highly performing remarketing type of ads, when they appeared on the market, was highly effective translated into revenue growth.
Challenge: Danish tech start-up developed highly protective curved glass cover for iPhone 6,7. The challenge was to develop brand awareness and raise funds via crowdfunding platform.
Result:Intensive brand awareness strategy, intensive social media communication with potential clients, social media support, collaboration with social media ambassadors, collaboration with bloggers and Youtube influencers resulted in $56K fund raised in less than 2 weeks and more than 1500 sold product.
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The goal was to create and implement full digital strategy. After deep analysis, adwords account was optimized in terms of ad copy, targeting settings, bidding, landing pages improvements. Email remarketing automation strategy was provided as well as affiliate email strategy. Full list of follow up email variation was developed and implemented. Home page design was adjusted in order to use premium space more wisely. Current message was confusing and visitors didn’t know what was the real purpose of the service. After we change the core message, and main form, conversion rate increased in very short period of time.
Result:With simple improvements, traffic / conversions were increased in 25% in less than two months.
The goal was to create and implement full digital strategy. After deep analysis, adwords account is optimized in terms of ad copy, main and targeting settings, bidding, landing pages improvements. Email remarketing automation strategy was provided as well as affiliate email strategy.
Results:With simple improvements, traffic / conversions were increased in 25% in less than two months. Due to lack of QA implementing of given strategy was paused and will be continued after application form is fully tested.
The goal was to analyse current adwords account and suggest improvements in order to increase acquisition growth.After a deep analysis, adwords account was fully optimized in terms of ad copy, targeting settings, bidding, landing pages improvements, and setting up new campaigns, site extensions and tracking options.
Result:Conversions rate increased in 15% in less than a month. The client was satisfied since number of clients who were interested to buy and book rental properties increased compared to previous period. After setting up a conversion tracking code, the client started to track conversions (calls and number of inquires) more accurately. Having that in mind, client started to manage and optimize costs per conversion more easily.