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One of the most important points of having a naming convention is that cold and warm campaigns cannot be treated or optimized equally. Knowing that the objective of cold campaigns is having leads, and of warm audience campaigns converting those leads, can save a lot of headaches by doing untimely or unprecise optimization by having the wrong goal in mind.
The average results of the last 3 months are as follows:
CPL: $9
CPP: $2,150
ROAS: 2.3
I believe that perpetual testing is the closest way to ensure continuity in the positive results and the only way to expect growth in any digital marketing campaign, PPC or not. That said, it’s also important to refresh the communication before the message tires the audience. So that’s what we did: A different way of communicating in each part of the funnel. For each campaign, we define it’s objective.
We’ve found that doing reach campaign on lower-funnel, warm audiences ensure that an already preselected audience (such as check-out page visitors) sees the ad in question, and stop depending on Facebook optimization that, although it’s usually a great friend of media buyers, can also be biased and limit the reach of high-converting audiences.
For these kinds of audiences, it makes the most sense to talk to customers as if they know what you’re talking about: they want to increase their sales, they already know what FBA is but they’re trying to increase their knowledge and know-how, and you’ve got some ads that are more testimonials from successful customers than talking about the program features, as they are already more familiar with the brand.
As for higher-funnel campaigns, temporality takes a very important role to decrease the cost per lead by creating a sense of urgency that can otherwise feel untrue to the customers. Some examples of these are:
One of the most important points of having a naming convention is that cold and warm campaigns cannot be treated or optimized equally. Knowing that the objective of cold campaigns is having leads, and of warm audience campaigns converting those leads, can save a lot of headaches by doing untimely or unprecise optimization by having the wrong goal in mind.
The average results of the last 3 months are as follows:
CPL: $9
CPP: $2,150
ROAS: 2.3
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Developed & produced digital and lineal content during FIFA Brazil World Cup 2014 to increase a niche market viewer base.
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Zest Dental is one of the largest dental implant manufacturers in the U.S. Their primary audiences are Dentists at offices across the country who perform surgery with dental implants. Some challenges I faced were
The strategy
I began by leveraging the client’s existing data and Google’s machine learning algorithm to ensure that we’re targeting users most likely to convert. The goal was to feed the algorithm with the best data possible so we could go after new customers searching for non-branded terms.
After sufficiently utilizing campaign structures to segment the customer journey map in Google Ads, I began a substantial increase in ad spend to scale this account while maintaining an optimal ROAS.
Once we established a great search ads structure, we began to move higher in the funnel utilizing Google display, discovery and video campaigns for new customer acquisition.
In the realm of timeless baby clothing, Feltman Brothers, with a rich history spanning a century, faced challenges in navigating the nuances of modern marketing, particularly in email campaigns. This case study delves into how Feltman Brothers overcame their marketing hurdles through a transformative partnership with Mayple.
Ready to revolutionize your marketing approach? Partner with Mayple and embark on a transformative journey toward enhanced engagement, improved metrics, and sustained growth. Contact us today to explore tailored strategies that will redefine your marketing trajectory.
Ready to revolutionize your marketing approach? Partner with Mayple and embark on a transformative journey toward enhanced engagement, improved metrics, and sustained growth. Contact us today to explore tailored strategies that will redefine your marketing trajectory.
In the heart of Munster, Ottawa, Saunders Farm stands as a 100-acre agri-tourism haven that hosts an array of community events, including festivals, weddings, Farm Camp, Haunting Season, winter festivities, and boasts the largest collection of hedge mazes in North America. As the Marketing Coordinator at Saunders Farm, the challenges of boosting engagement and optimizing their email marketing strategy loomed large. This case study delves into the farm's journey to harness their marketing potential with the assistance of Mayple.
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