This influencer marketing platform is a dynamic company offering a mix of subscription-based and one-off services. With a Customer Lifetime Value (CLV) of $2500, the primary objective was to scale brand awareness and conversions across multiple verticals using omni-channel marketing.

The client faced several challenges in optimizing their ad buying across platforms:

Ad Buying Efficiency: There was a need to gain a comprehensive understanding of the cost per acquisition (CPA) for leads and converted users across Google, Facebook, and LinkedIn ads.

Tracking and Conversion Understanding: The company needed to understand the full scope of touchpoints and the time required to convert a prospect into a paying user.

Omni-Channel Strategy: Scaling brand awareness and conversions in all verticals required a cohesive omni-channel marketing approach.

To address these challenges, we implemented a comprehensive strategy:

Google Ads Focus and Restructuring: 1. Shifted focus towards Google Ads by restructuring the entire account. 2. Transitioned from a reliance on branded terms to non-branded terms to capture a broader audience. 3. Conducted a comprehensive audit of the existing account structure, identifying inefficiencies and overlapping keywords that were causing keyword cannibalization. 4. Separate campaigns and adcopies for Competitor, Usecase, Specific long tail keywords 5. Established a weekly search term review protocol, identifying new converting keywords and negative keyword opportunities, resulting in 15% CPC reduction within the first month. 6. Implemented a tiered bidding strategy based on keyword intent signals, allocating higher bids to high-intent keywords with demonstrated conversion history.

Landing Page Optimization: 1. Introduced new landing pages, resulting in a 50% reduction in cost per lead (CPL).

Improved tracking mechanisms to provide accurate data to Google Ads.

Funnel Analysis and Optimization:

Conducted a thorough analysis of the sales funnel, focusing on CPA, Customer Acquisition Cost (CAC), and revenue at the keyword level.

Fed customer data into Performance Max (PMAX) campaigns, which consistently performed well over three months.

Implemented device-specific bid adjustments based on conversion performance data, reducing mobile bids by 90% as even though the CPL was low here, the ROI was also really low.

Campaign Segmentation:

Continuously split campaigns whenever new themes emerged as potential winners.

Supplementary Meta Ads:

Utilized Facebook and LinkedIn ads to retarget website visitors who did not convert initially and engage existing customers who were inactive.

Created a strategy with different creative and offers based on website engagement depth.

The strategic approach led to remarkable results:

300% Increase in New Leads: Achieved a significant increase in new leads with only a 30% increase in CPL.

35% Increase in New Customers: Enhanced customer acquisition, contributing to sustained growth.

40% Revenue from Non branded: nCAC down from $940 to $649

Expand to more competitors

Expand to more video based content - Youtube / Tiktok / Instagram Reels for awareness & TOF traffic

Target agencies through book a demo creatives & LPs

Test accepting only work domains at the signup stage as the conversion rate to being a paying customer is much higher than personal email ID signups. Will help lower the CAC even more. ref below: