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Through my work here, our aim was to scale spend, at a competitive CPO.
Despite severe challenges during this period, in particular with rising CPMs, I was able to keep CPOs steady whilst scaling spend by 30% MoM.
Personalised Co are a personalised vitamin tech startup.
After users take a detailed quiz, they are recommended a vitamin routine tailored to their needs.
After a successful launch in February, they were keen to keep scaling.
My role was to come in as a Paid Media specialist and help aggressively scale.
With the impact of COVID-19 having unpredictable and temperamental results on the digital marketing industry, many challenges were presented into maintaining solid and consistent results.
The key objective here was to ensure a solid campaign structure that could be scaled.
The previous account set-up was very segmented; with a high number of separate audiences, and sporadic lookalikes / interest groups.
This is not necessarily a bad thing during the initial stages of an ad strategy, however when it comes to sustainable scaling a more cohesive structure was needed.
In addition to this, a clear marketing funnel needed to be developed. At launch, all the focus was on brining in new customers directly. However now the brand had started to develop some exposure, it was necessary to look at developing intent with people who are aware, but have not yet purchased, from the Company.
Following a successful restructure of the account to streamline performance and implement a solid Top, Middle, & Lower funnel in place, I then moved my efforts to focusing on creative. When it comes to scaling, it is important to have a consistent supply of potentially winners that can keep performance growing.
I worked very closely with the media team to create weekly assets that I can relentlessly test, and sustain performance.
Through my work here, our aim was to scale spend, at a competitive CPO.
Despite severe challenges during this period, in particular with rising CPMs, I was able to keep CPOs steady whilst scaling spend by 30% MoM.
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Scaling a little-known kids mountain biking company through digital advertising.
Trailcraft makes amazing, premium kids mountain bikes, but they had little brand awareness in the space. Our goal was to use advertising to feature their products more heavily through YouTube, Display, Social Media, Search, and Shopping Advertising.
Existing challenges within the account limited their ability to test new prospecting strategies and limited their growth potential. For example, prior to our involvement, the majority of the budget was dedicated toward branded search campaigns, as many competitors were bidding on their branded terms in hopes to capture away TaxJar's most valuable traffic. Unfortunately, this fierce competition resulted in higher-than-expected costs and required much of the focus, energy, and budget.
Even after successfully freeing up budget from the branded search issues, profitably acquiring new business was no easy feat. Tax services are consumed on an as-needed basis. A brand awareness effort would only be effective if the messaging was powerful and the timing was perfect. That is, even if a business owner hears about TaxJar and thinks they should sign up for the services, it’s typically something that is pushed on the back-burner.
More than ever, if would be crucial to meet their potential customers when they are actively in the market for tax services and in the medium in which they would best respond to our messaging.
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.
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