We needed to devise and execute a digital paid search strategy aimed at driving conversions on the Sage One website at a competitive CPA, ensuring the highest possible ROI for our client.
WHAT WE DID
In order to meet the client’s objectives, we took a multi-layered approach using a combination of search, display and social media advertising.
Search: Through a highly granular account structure, tight keyword and ad relevance, we achieved high keyword quality scores to ensure qualified traffic and higher conversion rates at the lowest possible cost-per-click. Negative remarketing assisted to drive unique users.
Display: By targeting users who had visited the site but not converted yet, we managed to consistently improve the campaign’s CPA and achieve improvement in the number of conversions. This was done with the use of Google Analytics’ remarketing, which meant we were able to serve targeted banner ads to the right users at the right time and for the right price.
Social: After identifying LinkedIn, Twitter and Facebook as appropriate platforms, we reached out to users on each respective one. This was achieved through follower, interest, keyword and job title-based targeting, as well as through the use of lookalike audiences. Behavioural remarketing was used to tailor communications and drive maximum engagement/conversion.
326, 67% increase in leads
26, 09% reduction in cost-per-click acquisition
40% of free trial sign-ups resulted in product purchases
Paid Media: While this project was one conducted through this department, the Paid Media team worked very closely with the Social and Content teams as well, so as to ensure Sage One’s objectives were met.