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Working with Google to bring intent based users, and Facebook to retarget people resulted in lowering the CPA from $250+ to less than $100, and in the bottom line ROAS increased by more than 300%
As head of PPC my goal was to bring qualified buyers to the company. Powtoon offers a Saas that allows people to create videos. It's a freemium model, where people can sign up for a free trial, so they can test the platform and after 3 days trial decide if they want to purchase one of the available plans.
My goal was to bring people that will purchase the yearly pro plus plan, as this is the most profitable for the company in the long run.
The challenges were to target people who actually need the product and not people who occasionally use it.
The best users are Freelancers, graphic designers who want to add video to their arsenal and don't want to learn complex software like Adobe Premiere, etc.
Good target market is also companies that want to use video to simplify their messaging.
I was responsible for all the paid activities. The main channels that I used were Google ads and Facebook marketing.
Google allowed me to target intent-based audiences, ie- people who actively search for a "video creation tool" for example.
Facebook allowed me to target people by specific interests, geo, age, gender. It also allowed me to retarget people which is one of the strongest channels I used.
I retargeted people who visited our website on different stages in the funnel:
Tofu, Mofu, Bofu.
For example:
first time visitors
Pricing page visitors
Plans page visitors
People who added to cart and didn't purchase
People who purchased a basic plan, and we want to upgrade them to higher plans
Page engagers
etc
Working with Google to bring intent based users, and Facebook to retarget people resulted in lowering the CPA from $250+ to less than $100, and in the bottom line ROAS increased by more than 300%
Paid Ads,Paid Ads,Paid Ads,Google Shopping,Paid Ads,Paid Ads,Paid Ads,Marketing Strategy,Content Marketing,CRO
Technology
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BURST is a top brand in the dental care industry. BURST first came to us when they needed an influencer quote to be aired on QVC that week. With little time to spare, we got them the quote that they needed from Jessica Robertson (Duck Dynasty). We have been running influencer marketing campaigns for BURST ever sense.
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.
Top Rank Soccer Academy, led by the dynamic Senior Coach and Marketing Director, caters to young soccer enthusiasts aged 3-17. Offering classes, private lessons, teams, and summer camps, the academy needed to optimize its email marketing approach.
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.
Global Edge Markets operates at the intersection of business and digital marketing consulting in the bustling environment of New York. As a project manager, Daria plays a crucial role in orchestrating projects and closely collaborating with the business development department.
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