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