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

Justin S.

Mayple Vetted

expert

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

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

0.45

CPO

Peace of God

The main challenge was the limited target audience (by client request). - very small potential reach

At the same time, we had to crack the method by how could we give the experience online to feel like you are visiting the physical store which you must have for religious vertical!

Tweepsmap

Product: Twitter analytics and growth app

Challenge: The platform acquired 1M free users organically but very few converted to paid customers

Project scope: Convert free users to paid customers by leveraging email marketing, content marketing and influencer promotions

Results: converted 10% of free users into paid customers, both premium and enterprise

Realplay

When this client came to us, he wanted his videos edited into a montage each week. At the time, I didn't have a resource to help him with it, but through some hard work, we were able to find a solution for him that works. Currently, he looks forward to see what we come up each week!

0.7

ROAS

The Hundreds

Their challenge was that they are unable to scale new users acquisitions.