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By optimising the account I was able to consistently produce lower cost leads (30% cheaper) and so we were able to increase our spend to generate more revenue overall.
GetAgent is a British real estate agent comparison site that uses property data to highlight the best agents to sell your property in your local area.
As a source of leads, Google Ads had not been optimised at all, so I was brought in to undertake an overhaul of the ad account and understand where we could do better in gaining more leads or lowering our CPL.
The first task was to do an extensive audit, looking at past performance and which keywords were driving consistent lead volume. I then tied leads generated through Google Ads to the back end to analyse lead quality and set up a plan to double down on campaigns and keywords that were working whilst culling or reducing spend in keywords that didn't deliver great results. In a few cases, I decided to test different ad copy and/or landing pages as well.
By optimising the account I was able to consistently produce lower cost leads (30% cheaper) and so we were able to increase our spend to generate more revenue overall.
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Technology
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The main challenge and barrier were to turn a powerful offline process into an almost entirely self-service one. After many studies, we have seen that the public is familiar with the old way of measuring and physically reaching the store. some say it's a breakthrough in the online medical e-com industry.
Atlassian, a B2B workplace collaboration software company, was heading towards a cloud-first future where it needed to move its marketing processes from being focused on high-touch single product journeys to now self-serve (user onboards on their own), low-touch (light chat support based on bronze/silver status) and high-touch (gold status, enterprise customers) across many products and apps.
The technology, marketing and sales teams were misaligned, and looked for a partner who could speak marketing + sales + technology, which was the role I played. My responsibility was in leading product managers and program managers to enable strategies in lifecycle marketing (prospects growth, lead acquisition, nurture programming, conversion and retention) and move freemium users through the upgrade path, with the goal of activating low-CAC flywheel marketing.
This was a brand new restaurant and they had zero online assets and no presence online, which for a restaurant means certain death. So they needed to get on the popular and more established platforms like Google Search, Facebook, and Instagram and we're currently working on an organic TikTok strategy to really blow up our exposure and the number of daily orders coming in.
I helped to create the website on WordPress and set up the foods they sell on WooCommerce so we could use that as a catalog to promote on Facebook, IG, Google Shopping, and other product awareness placements.
The main goal has been to generate customers for their lunch buffet and get exposure for dine-ins at night.
Frothy Monkey, an all-day cafe, prides itself on quality, warmth, and building relationships in neighborhoods across multiple cities. Paige, the communications coordinator, plays a pivotal role in managing written and visual content for the Frothy Monkey retail cafes.
Roots Natural Kitchen, a fast-casual restaurant chain specializing in salad and grain bowls, faced email marketing challenges that hindered their growth and engagement. This case study delves into their collaboration with Mayple, leading to substantial enhancements in email design, audience segmentation, and overall email marketing strategy.
Idahoan, dedicated to bringing quality potato products, faced challenges related to bandwidth and growing subscribers. The Head of Marketing sought Mayple's guidance.
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