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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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Limited ressources, getting creatives for ads, working with a poor web agency
This client came to me as a newer shop only starting in January of 2021. They had not run any paid media at the point of working together and they were already having good success in their first 6-months doing around 50-100K/month in top line revenue. They came to me looking to clear more of their inventory and start testing the waters on paid media to see what kind of return they could achieve.
Their business model did launches every two weeks of different products, so we were constantly running different campaigns to see which clothing sold well through paid media.
In the world of travel, YOLLO Group Services, Inc. stands as a leading travel agency, specializing in all-inclusive packages for events such as Essence Festival, Urban Fiesta, and NBA All-Star. These packages not only provide access to the hottest events but also offer excursions, party passes, drink specials, and an abundance of fun. As a Manager at YOLLO Group Services, the challenges of email marketing were a roadblock to unlocking their marketing potential. This case study delves into YOLLO Group Services' partnership with Mayple and the transformation that ensued.
In this enlightening case study, we embark on a journey with Crafting Jeannie, a dynamic provider of printable products tailored to early education. Crafting Jeannie sought to revolutionize their email marketing strategy through a strategic partnership with Mayple, a pioneering marketing management platform. By leveraging Mayple's expertise, Crafting Jeannie tackled critical challenges, rejuvenated their email marketing practices, and achieved impressive results. This case study highlights substantial improvements in KPIs, particularly in open rates and click rates.
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The Redux Group, a real estate group in the DC area, faced challenges in consolidating audiences for improved tagging and segmentation. The Marketing Specialist overseeing events and email marketing sought assistance.
Aviators Market is a unique platform, allowing individuals to list anything related to the aviation industry for sale. As one of the founder partners, J. Loparo plays a pivotal role in the platform's success.
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