In the face of these challenges, I successfully managed the creation and expansion of Ancestry's digital channels both in the US and internationally, while effectively collaborating cross-functionally with teams to achieve our shared marketing goals.

Paid Search

  • Created and launched DNA testing channel in Canadian and Australian markets 
  • Constructed Ancestry’s Gmail Ads channel and increased DNA US kit sales for GDN channel by over 1,500% YoY while decreasing CPA 
  • Developed top performing email to date for CRM team by sharing best practices from Gmail Ads, resulting in a 39% higher sign-up rate than previous top performer 
  • Led landing page test for team and boosted conversion rate across channels by sharing results across teams

Performance Display & Content Marketing

  • Rapidly trained and managed direct report who was recognized for exceeding expectations through promotion
  • Created and scaled Ancestry’s Twitter Ads and Pinterest Ads channels in US, expanded to international 
  • Grew DNA kit sales by 100% YoY for display and content marketing channels across each international market 
  • Increased content marketing sign-ups over 30% YoY in each international market 
0
CPO

The Challenge

During my 3+ years at Ancestry, I spent time on both the paid search and performance display & content marketing teams, managing budgets exceeding $2 million/month. There were a few hurdles to cross before effectively implementing a successful digital marketing strategy.


Challenges:

Paid Search

  • Urgency for rapid growth of AncestryDNA kit sales and international expansion
  • Need for cross-functional collaboration to expand other marketing channels

Performance Display & Content Marketing

  • Lack of presence across paid social channels except Facebook
  • Limited international presence, resulting in insufficient family history sign-ups and DNA kit sales

The Process


The Solution

In the face of these challenges, I successfully managed the creation and expansion of Ancestry's digital channels both in the US and internationally, while effectively collaborating cross-functionally with teams to achieve our shared marketing goals.

Paid Search

  • Created and launched DNA testing channel in Canadian and Australian markets 
  • Constructed Ancestry’s Gmail Ads channel and increased DNA US kit sales for GDN channel by over 1,500% YoY while decreasing CPA 
  • Developed top performing email to date for CRM team by sharing best practices from Gmail Ads, resulting in a 39% higher sign-up rate than previous top performer 
  • Led landing page test for team and boosted conversion rate across channels by sharing results across teams

Performance Display & Content Marketing

  • Rapidly trained and managed direct report who was recognized for exceeding expectations through promotion
  • Created and scaled Ancestry’s Twitter Ads and Pinterest Ads channels in US, expanded to international 
  • Grew DNA kit sales by 100% YoY for display and content marketing channels across each international market 
  • Increased content marketing sign-ups over 30% YoY in each international market 
Skills Used

Paid Ads,Paid Ads,Paid Ads,Paid Ads,Google Shopping,Web Development,Paid Ads,Paid Ads,Paid Ads,Paid Ads,Paid Ads,Paid Ads,Copywriting,Branding,Marketing Strategy,Other,CRO

Industry

Technology

Results by the numbers

See what Mayple
can do for you

Put your e-mail in and we'll arrange a consultation call for you

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

More Case Study

1.04

ROAS

1-800-Pack-Rat

Growing the brand through digital media expansion and optimization, despite a volatile market during COVID.

2

CPL

L3 Construction

  • Competitive market 
  • Finding leads that are qualified<span class="ql-cursor"></span>

3

CPL

MTI Bath

Although the campaign CTR was very high, the landing page conversion rate wasn't satisfying. I implemented a heat map to recognize where the problem is. I realized that we are missing more images on the product page. once the client added more photos, the CR increased dramatically 

0.62

CPR

Mejores Reglas OSC

Get people to sign a form so that the Argentinian goverment reduces the taxes to Non profit organisations

Crafting Jeannie

In this enlightening case study, we embark on a journey with Crafting Jeannie, a dynamic provider of printable products tailored to early education. Crafting Jeannie sought to revolutionize their email marketing strategy through a strategic partnership with Mayple, a pioneering marketing management platform. By leveraging Mayple's expertise, Crafting Jeannie tackled critical challenges, rejuvenated their email marketing practices, and achieved impressive results. This case study highlights substantial improvements in KPIs, particularly in open rates and click rates.

Aviators Market

Aviators Market is a unique platform, allowing individuals to list anything related to the aviation industry for sale. As one of the founder partners, J. Loparo plays a pivotal role in the platform's success.

The Mad Potter

Join us on a journey into the world of small business marketing, where a unique paint-your-own pottery studio, The Mad Potter, faced challenges with their email marketing strategy. As a one-person marketing team, their Marketing Manager embarked on a quest to enhance engagement, improve metrics, and sustain growth. Discover how partnering with Mayple transformed their email marketing approach, making it more personalized and effective, ultimately leading to increased open rates and confidence in their marketing efforts. This is the story of The Mad Potter, a testament to the power of strategic collaboration with Mayple.

The Idea Village

In the dynamic world of startups and business scaling, effective marketing is paramount. The Idea Village, an organization dedicated to helping startup founders scale their businesses through a range of innovative programs, recognized the need to enhance their email marketing strategies. This case study delves into their journey of transformation with Mayple.