The company is a Saas platform that aims to help SMBs in their PPC.
They still were in their Beta period and they wanted to test their audience and messaging through PPC to increase their user base.
Their audience was based on the US.
Their challenge was to get new users that will be active users that retain to the platform over and over again.
They didn’t know who is the best persona for them, and which of the ad platforms to start with.
We had few potential personas to start with that we thought are the best to achieving their main goal.
The suggestion personas were marketers or founders in:
Those that promote their business or product in more than one ad platform.
Finally, after the marketing strategy stage we decided to focus on the first stage on SMBs and eCommerce companies.
Once we decide to focus on eCommerce stores and SMBs that promote their business or product in the ad platforms, we precisely characterize our persona to be founders or marketeers.
We decided to use Facebook as our main ad platform and Google as a secondary to support our main campaign with a brand name campaign for those who saw our ad on Facebook and search our brand name later on Google (also our brand name was brand new at that time).
We used interest based targeting on Facebook (we made few audiences with general interests and specific interests), in addition to relevant job titles targeting.
For each of the personas we used different messaging that we tested in future campaigns.
For example: to the marketers we present the current ad reports that they are getting from the ad platforms as complex reports while they can get easy and insightful campaign reports with our platform.
In this step we did a deep research on our potential personas – we checked where is the best place to reach out, where are they spending their time online and which ad platform will produce the best results for us.
In our audience research we tried to figure out:
As we decided to focus on eCommerce and SMBs that promote their business on the ad platforms out there, there are several targeting options to use to reach them successfully – for example interest based targeting and target them based on their job titles.
For the interest based targeting we followed the following procedure:
Once we understood exactly who we are going to target in our campaigns, we started to define the messaging.
Our first step was to write down all the problems that they are suffering from in their day to day and how our product is going to solve those problems.
For example one of the problems was that they don’t know how to allocate their marketing budget across all ad platforms to get the most results from each ad platform, so we used this problem in the ad copy and showed them how our platform uses their data to provide them with actionable insights about their total marketing budget.
With the campaign results we understood which problem is better for which audience and focus there.
In this stage we decided to go with a short sales funnel where the user sees a Facebook ad, moves forward to a sales landing page and shows him a remarketing ad if he didn’t sign up.
The reasons that led us to build a short funnel were:
In addition to the remarketing campaign, we built a brand name campaign on Google to catch those who saw our ad, and searched us on Google.
The reason to do this kind of campaign is to make sure that the user will easily find us when he is searching and to provide brand authenticity (new brand that is not showing up on the first results on Google).
The first touch with the user provides us the most results and the best one as well.
While building the campaign we set up all the tracking codes and events in our funnel in order to get the most accurate image for the results we will get.
The first step of testing audiences and messaging took us one and half months – in this stage we tested different targets, different messaging and different creatives.
Our best creative was the one which is showing the inside look of how the platform is.
Roughly after two month while working on the campaigns, we had enough relevant users data to expand our targeting and scale our campaign using lookalike audiences.
On the scale stage we continued to test new creatives.
We were very satisfied with our result – we aimed to acquire 443 new registered users that cost us $90 each.
The conversion rate from a visitor to a registered user was 3.38% in an eight month period.
Beyond this fully onboarded users we achieved to get 1308 users (that didn’t complete the registration process but leave some personal details), where we could nurture them with future emails and follow ups.
Besides that we used them as a user base for building audiences on Facebook.
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If you as well want better results in your marketing department, schedule a quick 30 min call with me where we can review all your marketing assets together and understand what immediate action steps you can take in order to boost your ROI immediately.
