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After a quick win (CPA decreased by roughly 30% in the first 2 months), at a similar level of conversions, we increased the budget, distributing on the best performing campaigns, and expanding them to maximise the leads while keeping a good CPL.
Conversions are now up 60% YoY, with a constant uptrend (taking into account the seasonality).
Increase lead at a similar or lower CPA
Totally changed the campaign structure which was divided based on user location.
Changed to a network/intent segmentation: brand, generic, DSA, Display and Shopping campaigns structure.
Each campaign is segmented based on the user intent (what he is looking for).
The bidding strategies also got changed, focusing on conversions, rather than traffic.
The budget was first reduced to make sure the new structure was bringing good results, then we increased it back to the previous levels or slightly higher.
After a quick win (CPA decreased by roughly 30% in the first 2 months), at a similar level of conversions, we increased the budget, distributing on the best performing campaigns, and expanding them to maximise the leads while keeping a good CPL.
Conversions are now up 60% YoY, with a constant uptrend (taking into account the seasonality).
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Gruvtowl (Groove-Towel) was a new product entering a golfing market full of big, established brands. The product (a golf towel with integrated brush) was innovative and well designed, but entering a category with no direct competitor meant there was no established product to pitch against.
The marketing budget was modest and the stakes were high – the client had to prove the product worked and deliver fast sales to fund future investment.
Unlock your museum's marketing potential with Mayple! Join the Oakland Museum of California (OMCA) on a transformative expedition toward enriched engagement, enhanced metrics, and sustained growth. Mayple's expert approach has reshaped OMCA's email marketing strategy, propelling them to new heights.
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