Join us LIVE ✨ Create the Right Strategy to 10X Your Business in 2024.
The final match rates accounted for 99% of form leads and around 80% of call leads, which was considered an excellent result.
The improved visibility into the true performance based on Revenue rather than CPL in Google Ads resulted in a 20% improvement in ROAS, at a time when the market was experiencing a downturn. It also allowed for the scaling of the campaigns, increasing the volume of leads by 30% while maintaining the target CPA.
This customer was running lead generation campaigns that fed the leads into their custom-built CRM, to be contacted by call centre staff. The call centre reps would then convert the leads into sales over the phone, sometimes over several calls. That data would go into the CRM also, but not connected to the original lead. Leads came in via website forms as well as phone calls, so tracking inbound phone call leads was essential as well. They had a call tracking system built by a previous agency that they needed to migrate away from.
The challenge was to be able to feed sales data back into Google Ads so that the campaigns could be optimized to the actual revenue, as opposed to just the CPL. The call tracking also needed to be migrated to another platform.
The project started off with the migration of the call tracking framework to another provider, after performing a vendor evaluation and presenting the results to the customer.
The most challenging part was extracting all the sales data from the CRM and matching it to click or call data from the various acquisition channels, ie Google Ads, Facebook Ads, tracked inbound calls etc. Only Google Ads needed the sales data fed into it and matched down to the keyword level.
We worked with several teams on this, including the customer's own dev team, the call tracking provider's dev team as well as Google's data and analytics team to design and implement the framework to process this data set and deliver the revenue data to Google Ads, with the highest possible match rate.
The solution involved using BigQuery, with data from the various data sources being pulled into it and matched using unique IDs where possible. Using GCLID's allowed for keyword-level matching in Google Ads.
The final match rates accounted for 99% of form leads and around 80% of call leads, which was considered an excellent result.
The improved visibility into the true performance based on Revenue rather than CPL in Google Ads resulted in a 20% improvement in ROAS, at a time when the market was experiencing a downturn. It also allowed for the scaling of the campaigns, increasing the volume of leads by 30% while maintaining the target CPA.
Paid Ads,Paid Ads,Paid Ads,Paid Ads,Email Marketing,Marketing Strategy,Other,CUSTOM,Web Development
Technology
Put your e-mail in and we'll arrange a consultation call for you
Pam Vinje and Mike Isbell initially contacted me through UpWork to assist with some issues surrounding click fraud they were seeing on their accounts and needed advice on how to best handle it. I was able to work through the complex problems by researching what was happening and ultimately solving them with a 3rd party solution. As a result of how well it went, they asked me to review and help manage accounts for their business.
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.
Implant Ninja, an online education company, entrusted Mayple to enhance its email marketing strategies. As the customer success and operations manager overseeing email marketing, the individual faced challenges in implementing learned strategies due to limitations with Mailchimp and organizational constraints.
In the bustling world of remote work and corporate travel, Anyplace, a provider of flexible-term furnished apartment rentals, seeks to stand out. Their mission is clear: provide quality accommodations equipped with reliable, gigabit-speed internet for remote workers, corporate travelers, and creatives. Email marketing plays a crucial role in building trust and credibility with their audience, helping them convert subscribers into loyal customers.
Join us on a journey into the world of small business marketing, where a unique paint-your-own pottery studio, The Mad Potter, faced challenges with their email marketing strategy. As a one-person marketing team, their Marketing Manager embarked on a quest to enhance engagement, improve metrics, and sustain growth. Discover how partnering with Mayple transformed their email marketing approach, making it more personalized and effective, ultimately leading to increased open rates and confidence in their marketing efforts. This is the story of The Mad Potter, a testament to the power of strategic collaboration with Mayple.
We're currently not vetting new experts,
we'll be back soon.
Hire top vetted marketers
