Client background.
This client was an established player in the social media management software industry. Despite their unique offering and tailored solutions to their target niche, their paid campaigns just weren’t delivering the leads.
Objective.
The primary goal this client had was to drive quality traffic towards their free content downloads and generate leads for their sales team to take over the line.
Challenges.
- Broad Campaign Targeting: Previously, their campaigns had a wide-reaching approach, diluting the impact on potential leads.
- Ineffective Keyword Strategy: The upper-funnel keyword focus failed to capture the interest of a more engaged, relevant audience that was ready to buy.
- Low Conversion Rate: The most glaring issue was the absence of conversions, showing a significant disconnect between the campaign strategy and the target audience’s needs.
Where Glover Marketing Comes In.
- Targeted Campaign Restructuring: We initiated a complete overhaul of the existing campaign structure, shifting from a broad-based approach to a more targeted, granular strategy. This involved deep diving into the client’s business model, products, and target audience characteristics to tailor the campaigns effectively.
- Refined Keyword Selection: Moving away from upper-funnel keywords, we implemented a strategy focusing on more specific, conversion-oriented keywords. This approach was designed to capture the attention of prospects who were further along in the decision-making process and more likely to convert.
- Audience Segmentation And Personalisation: We segmented the target audience based on various parameters like demographics, online behaviour, and purchase intent. This meant we could tailor ad content with powerful messaging for each audience segment.
- Performance Monitoring And Agile Adjustments: The key here was continuous monitoring and management. This enabled us to make real-time adjustments for optimising ad spend and improving engagement rates.
Results.
Making these changes led to significant improvements in campaign performance:
- Clicks: Decreased to 4.6k, a reduction of 57%. This reduction in clicks was indicative of a more targeted reach, ensuring that the ads were being clicked on by a more relevant audience.
- Click-Through Rate (CTR): Saw a substantial increase of 170%, reaching 4.3%. This showed us that we were definitely hitting more of the right people with our ads.
- Ad Spend: Increased by 36% to £7.3k. Once we were confident that the campaigns were delivering the right results, it was time to scale it up — which we did, successfully.
- Conversions: An astounding increase to 234 conversions, a significant leap from previously having no conversions at all!
Conclusion.
This transformation was a complete 180 to what this client had been doing previously. By adopting this targeted, audience-centric approach, we brought in higher-quality traffic — and more of it.
