It took quite a bit of testing to become profitable between marketing and sales, but after testing multiple different funnels, we are now able to achieve a 200% ROAS in our campaigns. We've also gotten so much conversion data that we are able to go broad in our keywords and allow Google to bid more aggressively on TOF searches that we may miss.
A very vague search behavior by the persona makes it harder to get super targeted with the keywords we use, so we had to get creative with how we qualified the lead on every step of the funnel. There are also tight margins with the trucks that we buy and sell.
My role was to build an acquisition funnel on Google to qualify and generate leads who ar looking to sell their semi-truck.
It took quite a bit of testing to become profitable between marketing and sales, but after testing multiple different funnels, we are now able to achieve a 200% ROAS in our campaigns. We've also gotten so much conversion data that we are able to go broad in our keywords and allow Google to bid more aggressively on TOF searches that we may miss.
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Existing challenges within the account limited their ability to test new prospecting strategies and limited their growth potential. For example, prior to our involvement, the majority of the budget was dedicated toward branded search campaigns, as many competitors were bidding on their branded terms in hopes to capture away TaxJar's most valuable traffic. Unfortunately, this fierce competition resulted in higher-than-expected costs and required much of the focus, energy, and budget.
Even after successfully freeing up budget from the branded search issues, profitably acquiring new business was no easy feat. Tax services are consumed on an as-needed basis. A brand awareness effort would only be effective if the messaging was powerful and the timing was perfect. That is, even if a business owner hears about TaxJar and thinks they should sign up for the services, it’s typically something that is pushed on the back-burner.
More than ever, if would be crucial to meet their potential customers when they are actively in the market for tax services and in the medium in which they would best respond to our messaging.
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