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The final match rates accounted for 99% of form leads and around 80% of call leads, which was considered an excellent result.
The improved visibility into the true performance based on Revenue rather than CPL in Google Ads resulted in a 20% improvement in ROAS, at a time when the market was experiencing a downturn. It also allowed for the scaling of the campaigns, increasing the volume of leads by 30% while maintaining the target CPA.
This customer was running lead generation campaigns that fed the leads into their custom-built CRM, to be contacted by call centre staff. The call centre reps would then convert the leads into sales over the phone, sometimes over several calls. That data would go into the CRM also, but not connected to the original lead. Leads came in via website forms as well as phone calls, so tracking inbound phone call leads was essential as well. They had a call tracking system built by a previous agency that they needed to migrate away from.
The challenge was to be able to feed sales data back into Google Ads so that the campaigns could be optimized to the actual revenue, as opposed to just the CPL. The call tracking also needed to be migrated to another platform.
The project started off with the migration of the call tracking framework to another provider, after performing a vendor evaluation and presenting the results to the customer.
The most challenging part was extracting all the sales data from the CRM and matching it to click or call data from the various acquisition channels, ie Google Ads, Facebook Ads, tracked inbound calls etc. Only Google Ads needed the sales data fed into it and matched down to the keyword level.
We worked with several teams on this, including the customer's own dev team, the call tracking provider's dev team as well as Google's data and analytics team to design and implement the framework to process this data set and deliver the revenue data to Google Ads, with the highest possible match rate.
The solution involved using BigQuery, with data from the various data sources being pulled into it and matched using unique IDs where possible. Using GCLID's allowed for keyword-level matching in Google Ads.
The final match rates accounted for 99% of form leads and around 80% of call leads, which was considered an excellent result.
The improved visibility into the true performance based on Revenue rather than CPL in Google Ads resulted in a 20% improvement in ROAS, at a time when the market was experiencing a downturn. It also allowed for the scaling of the campaigns, increasing the volume of leads by 30% while maintaining the target CPA.
Paid Ads,Paid Ads,Paid Ads,Paid Ads,Email Marketing,Marketing Strategy,Other,CUSTOM,Web Development
Technology
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Challenge: underutilized email marketing list
Challenge: lack of social media presence
This brand only sells in their brick and mortar store. With email marketing our team brought in a consistent 20% more revenue and an extra $60k in sales for Black Friday (store typically makes $2.5M yearly) and with social media management we grew their sales 40% month on month.
I co-built HearGift from zero to $1.5M in sales in 18 months. As a small hearing aid company in a sea of giants, we had to put our most creative hats on to bootstrap the company and gain a loyal client base. Aside from leveraging Facebook advertising and email marketing to generate sales, what we are most proud of is the ability to build a trustworthy and transparent company, with owners who were not afraid to be on camera, offer transparency and candid engagement with our customers. With this, we have a built a reputation of one of the most caring hearing aid companies in the world, changing thousands of lives. Our over 300 5-star reviews show that and it's one of our greatest achievements.
Key achievements:
Dessert Holdings was in need of a new website, a marketing plan, social media plan + SEO in Spring of 2019 that would effectively reach and connect with two sets of core consumers: their foodservice consumers (B2C) and their retail consumers (B2B). The opportunity presented with this unique challenge was the ability to create a beautiful, new customizable website that would not only communicate to all consumers, but also have the ability to increase brand equity, product sales and overall brand awareness.
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.
Lake Superior Art Glass, an art gallery and teaching studio, faced challenges in managing audience segments and implementing best practices. The Marketing Coordinator sought Mayple's guidance.
Implant Ninja, an online education company, entrusted Mayple to enhance its email marketing strategies. As the customer success and operations manager overseeing email marketing, the individual faced challenges in implementing learned strategies due to limitations with Mailchimp and organizational constraints.
Gradelink offers schools a comprehensive and user-friendly software solution, streamlining administrative tasks, improving enrollment processes, and supporting the mission of educational institutions. Despite their innovative software, Gradelink faced challenges in effectively communicating their offerings through email marketing.
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