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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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Michelle was approached by a fintech B2B SaaS company to scale their paid growth marketing efforts. Through a careful data-driven approach, Michelle experimented with multiple paid channels and identified the most promising channel based upon the Cost of Acquisition (CAC).
Up until now, the company had not experimented with paid channels, and weren't sure if they could make the costs work for their self-serve software product.
In 2012 I founded the Inkkas company (www.inkkas.com) and successfully scaled the company from zero into a multi-million dollar brand and then sold the company in 2016 to celebrity investor Marcus Lemonis. The process of launching and scaling a new Ecommerce brand from scratch was riddled with many challenges along the way. Some of the major challenges included branding, go-to-market strategy, fulfillment, sourcing, web design & development, customer acquisition, paid advertising, conversion rate optimization and more. Along with my founding team, we were able to overcome every obstacle and devise a customer acquisition strategy the led to success.
The American Printing House for the Blind faced challenges with Mailchimp set up using audiences instead of groups. The Marketing/Communications department sought Mayple's expertise.
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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.
For businesses in the ever-evolving world of e-commerce, optimizing email marketing is the key to success. Feedmark Ltd, an e-commerce company, realized the importance of enhancing their email marketing strategy to boost engagement and ensure customer trust. This case study delves into how their partnership with Mayple ushered in a new era of growth and success.
Mondiale, specifically TPI, is a dynamic publication house focusing on three magazines dedicated to the live events industry. As the Events Manager and Marketing professional, A. Clarke plays a crucial role in organizing social networks, managing content, implementing email marketing strategies, and running paid ads.
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