AdVenture Media Group

Overview

Lucky Shot USA is an ecommerce brand featuring patriotic-themed gifts, including bullet-style whiskey glasses and pint glasses. A large percentage of their customers purchase Lucky Shot products as a gift, and therefore, the majority of sales are seen during gift-giving seasons. 

Challenges

After a successful holiday season in 2019, Lucky Shot had two challenges: They wanted to introduce new products that customers would wish to purchase for themselves (thereby reducing their reliance on gift-giving seasons), but also did not want to weaken or complicate their brand image as the go-to store for patriotic gifts. 

Strategy

We pitched the idea of launching an entirely new brand and online store geared toward a specific niche of customers that would be interested in a unique series of products. The products we would help them design would have an element of humor, and we believed that this would lead to customers purchasing more for themselves (as opposed to a gift) and we would see an increase in impulse orders compared to what we typically saw for the traditional Lucky Shot product line. 

Our team conducted primary and secondary research to learn more about the niche audience within our customer base that these new products would appeal to. We began by interviewing existing Lucky Shot customers, then leveraged market research partners to collect demographic, psychographic and behavioral data to develop a mix of buyer personas. 

We aided the Lucky Shot team in selecting a brand name, store URL, logo, and designing the initial line of products that would be featured on the site. An entirely new storefront would be launched in just a few weeks, and we developed a cross-platform advertising strategy to launch the brand to the general public. 

Results

The new brand was an immediate success and went viral within the niche community that we were targeting. After just one month and 15K in ad spend, the new Lucky Shot brand accumulated 120K in sales! 

Overview

GlobalTranz is one of the largest 3PL‘s in the nation.  Hundreds of logistics companies utilize their proprietary software to manage their freight brokerage business.

GlobalTranz approached AdVenture Media when they realized they needed a high-end ad agency to take charge of their paid search campaigns to help them understand the money they were spending, where it was going and what results it was generating.

Challenges

Cost Per Click Had Been Steadily Increasing

We saw that across multiple accounts CPC had been increasing. This told us that new competitors were bidding in our auctions and that Quality Score was likely suffering due to a lack of active management.

Converted Clicks and Conversion Were Dropping

On a monthly basis, GlobalTranz conversions were dropping while the account continued to spend more and more money. In this account, we were noticing an inverse relationship.

Majority of Keywords Had No Conversions

Most of the keywords in the account were not leading to any conversions, even though they were generating a high volume of clicks and impressions.

Strategy

Challeges 

Account Structure

We chose to rebuild the campaign structure by visitor type. This structure also allows us to analyze the volume and potential reach for each of our target audiences.

Remarketing Ads

We created three audiences, each with an “engagement” barrier to entry. Our low engagement audience was populated with visitors that spent a minimum of 2 minutes on the landing page, but didn’t view a second page. Our medium-engagement audience had visited 3 pages or more, and our highly engaged audience was reserved for visitors who viewed a predefined number of key pages and spent a minimum amount of time on the site.

Results

• 534% increase in CTR
• 21% decrease in average CPC
• 23% increase in conversion rate
• 27K saved month over month
• 35% decrease in cost per conversion

Overview

Since August 2008, Red and White Shop has proudly supplied the NC State fan-base with official Wolfpack gear, while donating a percentage of sales back to the University to support academic scholarships and athletic programs.

The staff requested a free Google AdWords audit and was very interested to learn about effective strategies within their account that could be implemented with immediate results.

Challenges

After running a complete audit and analyzing the historical data in the account, we discovered:

Account Structure Was a Disaster

The keywords were too broad and the associated ad copy was not relevant enough to the search queries.

Stagnant Quality Score

As a result of the poor keyword structure and irrelevant ad copy mentioned above, the Quality Scores were very low and not improving over time.

No Conversion Tracking

Google account managers do not set conversion tracking up for clients. Similarly, they will not run tests to ensure that the tracking code is installed correctly. Strategy

Main challenges

Low-Quality Scores across the account indicated that Red and White Shop was overpaying for ad clicks while sacrificing ad rank.

Our team decided to organize the campaigns by geographic region, and organize the ad groups by merchandise cluster.

Conversion Tracking

We worked with Red and White Shop’s web developer to get this code properly installed on all thank you pages, and then performed the necessary tests to ensure that it would accurately record purchases.

Quality Score Focus

Proper account structure resulted in ad groups only featuring related keywords. Within these new ad groups, we wrote relevant ad copy that was more appealing to searchers, resulting in a higher click-through-rate. Finally, our ads directed to landing pages that were most relevant to the search query.

Results

• 119% increase in conversions
• 37% decrease in cost per conversion
• 22% increase in paid website traffic
• 9% increase in CTR
• 415 conversions in first 2 months

Overview

Our client owns a family run startup in the photography space. They take private clients and have an eCommerce store that sells products directly to a wide range of customers. Their products are creatively driven but have a short shelf life. Success for this company is determined by the ability to continue to optimize and improve their product offering. 

Challenges

1. The initial challenge was repricing their products in order to implement a new sales strategy.

2. With multiple brands and platforms, administrative and management tasks inhibited the client’s ability to expand product offerings. 

Strategies 

Digital Campaign Management

Google Ads

We leveraged Smart Shopping by rewriting the product descriptions and utilized better images. This, in conjunction with setting bidding goals based on LTV, effectively optimized the feed data.

Facebook Ads

We restructured campaigns to reflect the stages in the customer journey by implementing new ad types and best practices.

Product Strategy

We analyzed competitor price points to suggest a new brand pricing strategy; this new pricing strategy enabled the company to introduce new products, promotions and product bundles. 

With the advent of new pricing and the introduction of new products, we needed a strategy to get past the company’s reliance on daily one-off sales. We created an event-based promotional plan consisting of promotions, discounts and product bundles; this new strategy, in conjunction with improved marketing of these discounts, increased sales and profitability. 

Marketing Analytics

We analyzed various marketing platforms and their revenue attribution to identify LTV for the company. Based on our extensive analysis, we reallocated budgets allowing for a substantial increase in revenue.

Results

• 38% increase in product offerings
• 40% decrease in Facebook spend
• 100% increase in conversion rate
• 1.34M revenue in 6 months

Overview
Sennheiser is an audio company specializing in the design and production of a wide range of high-fidelity products. The Pro Audio Group chose AdVenture Media to lead and execute advertising for their Pro Audio eCommerce website.

Goals
The client is interested in growing its eCommerce channel. From 2019 onwards, Sennheiser’s eCommerce website saw healthy growth YoY and the client wants to maintain this trajectory.

Problem
The Account Management team and the client wanted to know how best to allocate budgets across their portfolio of products for the remainder of the
year. The client advertises on both Facebook and Google Ads to drive product sales on their eCommerce website.

Strategy
Data Analysis
Product-level data set has data points that include price per unit, units sold and conversion rate, to name a few. How shall we best optimize their annual budget across their product portfolio by months? The statistical method employed was linear programming. Linear programming is a mathematical model that is suited for resource-constrained problems. It works best when the goal is to find an optimal solution with a given set of constraints such as a fixed budget.

First, we reviewed and identified growth trends by product. On an annual basis, the majority of the products sold grew YoY. For some products, they sell better in certain months. With this, we now know the maximum number of product units we can sell and which months these products convert better. We joined it with CPC data pulled from Google’s Keyword Planner and ingested our budget figures. We were then provided product-level budget allocation broken out by months.

Results
We gained access to raw data, analyzed it and provided guidance to the Account Managers on how best to allocate the client’s budget to maximize revenue for the remainder of the year. With a more precise budget allocation model, Sennheiser Pro Audio Group is poised to grow its eCommerce channel.

Overview
Baketivity sells baking subscription packages for kids. Customers receive monthly boxes with new recipes, activity booklets and baking kits delivered right to their doors. They chose AdVenture Media to spearhead their advertising strategy on Google, Facebook and Instagram.

Goal
The client sells exclusively through their eCommerce website and wants to grow their business YoY.

Problem
After launching the campaigns, the Account Management team found that each subscription package’s CPA was significantly different. 

Each subscription package has a different price point. If a customer commits to an annual subscription, the upfront cost is higher, but the average monthly fee is cheaper compared to a 3-month subscription package.

Though, using either CPA or ROAS obscures the true value of each subscription acquisition. Both Facebook and Google’s attribution models take only into consideration the conversion value at the point of purchase. 

Data Analysis
We know our CPAs for each subscription package on both Google Ads and Facebook. We now want to find out the LTVs for each package.

• One Time Purchase
• Monthly Subscription
• 3-Month Subscription
• 6-Month Subscription
• Annual Subscription

We first exported multiple data sets by package. One list contains all the orders for one-time purchasers, another list for monthly subscription purchases, and so forth.

To identify churn rate, we analyzed each data set by cohorts. Since each data set has orders tagged by unique customer ID, we can iterate, observe the proportion of customers return after a period and calculate churn over time. 

Once we know the churn rate for each package, we were able to calculate LTVs for each.

Results
 First, ROAS for each new acquisition is higher if we factor in LTV. Second, tsingle-order purchasers have the lowest LTV due to high churn rate. The team recommended focusing on acquiring subscription customers only.

Overview

Slinger Bag (SLBG) is a new, publicly-traded, sports brand focused on delivering innovative, game improvement technologies and equipment for the global tennis market. 

Challenges

1. Bringing a product to market requires months of strategy and research into the target market. Slinger Bag hit the market for the first time with their portable tennis ball launcher, so our understanding of the U.S. tennis player and general consumer sports goods market was imperative.  

2. Generating brand awareness, especially for a new brand, requires an essential mix of paid search and social campaigns and an effectively designed landing page to optimize traffic for sales. 

3. COVID-19 initially shut down manufacturing, and continued to add unforeseen manufacturing and shipping delays throughout 2020

Strategies 

Facebook and Instagram 

We utilized the client's existing video content from the Bryan Brothers, 2012 Olympic gold-medal winners, and Nick Bolletierri, pro tennis coach, to create engaging instant experiences on Facebook and Instagram that fueled our prospecting and remarketing campaigns. 

YouTube 

Our strategy included increasing brand awareness through YouTube and social prospecting campaigns. Sales were driven through bottom-funnel search campaigns and remarketing. 

Landing Page Redesign 

We created a custom landing page on Webflow that integrated with the client's Stripe ecommerce platform. Traffic from our paid search and social efforts was directed to this custom-designed landing page, allowing for $1 Million in revenue within the first 90 days of our campaign. 

U.K. vs U.S. Launch

The strategy for launching Slinger Bag in the U.S and the U.K. required two separate, but similar strategies. The landing page design for the U.S. market was duplicated for the U.K. market, and a similar Facebook Ads and Google Ads strategy was implemented. 

Results 

• 1.6M revenue in the first 4 months
• 2,394 units sold in the first 4 months
• $55 CPA
• 12.6x ROAS 

Overview

MyWallSt is a fintech / SaaS company with the goal of educating their community on investing principles and sharing insights on their set of hand-picked stocks. The MyWallSt app is a hub of educational content, investment analysis, market updates, stock picks of the month, and even allows users to invest through the app by connecting their brokerage accounts. 

Strategies

The bulk of our ad spend was dedicated toward Facebook App Install campaigns, as we felt that was the felt channel to drive low-cost app installs.

We achieved these results almost instantly, but over time we realized that very few of these app installs were translating into paying customers. The low install-to-customer conversion rate was just as much our responsibility as it was the clients. 

While our original strategy was effective in driving low-cost app installs, it was possible that this strategy was acquiring the wrong kinds of app installs, even if they were low-cost installs. We eventually would conclude that cost-per-install is not a metric we should be optimizing for, nor should it be a KPI that we use to evaluate performance. The only KPI that we should focus on is the cost-per-acquired customer.

Technical Adjustments 

We implemented a new strategy to be more segmented to our highest quality audience. For example, instead of targeting a lookalike audience of all previous app openers, we created lookalike audiences of the top 1% of past purchasers. 

Expanding Reach

Through proper implementation of automation and automatic placements, we were able to profitably expand beyond this limited market and acquire customers from all different backgrounds. Today, our ad campaigns successfully target investors of all ages and levels of experience.

‍Results

• 244% Increase In Free Trial Signups
• 45% Increase In New Customers
• 79% Increase In New iOS Subscribers
• 264% Increase In Profitable Average Monthly Ad Spend

Many marketers still believe that a) they are better than algorithms at making decisions and b) they can hack the algorithms to give them a competitive advantage. This is a backwards way of thinking.

Marketers should be working alongside technology, remembering it is humans ultimately on the other side of their marketing campaigns that will determine whether an advertiser turns a profit.

Marketers need to embrace automation and stop placing manual constraints into their Google Ad campaigns, restricting the algorithm’s ability to drive positive results. A strategic, modern approach to your Google Ads account structure will provide the necessary foundation for automation to work.

This article outlines the modern Google Ads auction, shows how our team approaches Google Ads account structure, and provides a new perspective on developing your own algorithmically driven, customer-centric approach to Google Ads strategies.

Your primary responsibility as a PPC account manager is to profitably grow your client’s (or your own) business. You should be less focused on secondary outputs like cost-per-click, average position, search impression share, and Quality Score.

You should avoid practices that only serve to give your work the appearance of value, and instead, pursue strategies that actually have concrete, positive effects on performance.

For example, an overly segmented and complicated Google Ads account structure may seem impressive to your clients… but times have changed. You should be willing to exchange that short-sighted playbook (which is doomed to fail anyway), for consistent, profitable growth over the long term.

Visit our site for the full Updated Playbook: https://bit.ly/3wtSxgK

Overview

WoodSpoon is a startup in the food delivery space. Based in New York, they are pioneers in offering unique international cuisines homemade by local chefs delivered straight to your door. With an app and website, WoodSpoon came to us looking for Google and Facebook PPC services. 

Problem

1. Messaging 

People looking to have food delivered to their door are already familiar with and have the giants downloaded to their mobile devices: Uber Eats, Grubhub, Seamless and Postmates to name a few.

2. Creatives 

What sells food is pictures of food. But with WoodSpoon’s core proposition being food cooked locally by chefs, that limited access to photography.

Strategy 

Ethnic Cuisine ‍

Initial Reasoning 

The biggest draw for WoodSpoon is that many of the chefs on the app are cooking and delivering authentic, international dishes straight to your door. 

Highlighting this key affordance became the foundation for one of our campaigns.  ‍

Messaging + Creatives‍

To get the campaigns up and running, we leveraged ad copy to communicate the variety of unique options available on WoodSpoon.  

We also introduced the Chef Hours campaign. We identified eight chefs with the most popular and available dishes on WoodSpoon and ran catalog and carousel ads highlighting their culinary skills.‍

Homemade Food‍

Initial Reasoning‍

Eating homemade food is widely considered and known to be a healthier alternative to restaurant food. Homemade food just tastes different. 

But to have homemade food requires you to either make it yourself from scratch or use a service. WoodSpoon solves the time and cleanliness issue, which is the message we decided to highlight in creatives.‍

Messaging + Creatives‍

With homemade food campaigns performing reasonably well, we decided to test a subgroup: working moms. WoodSpoon offers a solution of homemade, nutritious food delivered straight to your door - no cooking or cleaning necessary. 

Results

KPIs to Date

• 69% decrease in CPI
• 430,000 impressions
• 153,000 reach
• 18 creatives delivered 

Overview

VersaDesk® is the original creator of the push-button sit-to-stand desk riser and the leader in standing desk solutions since 2000.

They needed help making their PPC advertising profitable. In 2017, they brought Adventure Media on board to help scale their digital advertising.

CHALLENGES

Competition:

The sit-to-stand desk industry is extremely competitive. VersaDesk’s primary competitor became very aggressive, not only dominating Google searches for sit-to-stand desks, but also searches specifically for VersaDesk branded terms.

We needed to take control of branded searches. This would ensure that customers whom we had invested in from first-click would end up coming back and completing their eventual purchase on our site.

‍Understanding The Customer:

We identified two groups of people interacting with our site. The first are people who need to be sold on the idea of a sit-to-stand desk. These people are interested in the added value that sit-to-stand desks offer as opposed to standard desks.

The second audience are people who already familiar with sit-to-stand desks. These people need to be convinced that VersaDesk is better than the competition.

Segmenting our buyer personas was the first step in increasing engagement and giving us an advantage.

RESULTS

Increasing Impression Share:

It was necessary for us to build up credibility with Google's algorithms and help ensure profitability in the long run.

‍Remarketing:

Deep analysis of the search term report allowed us to categorize each user into either a TOF (top of the funnel) user, who is in the beginning phase of sit-to-stand desks, or a BOF (bottom of the funnel) user, who is nearing a purchase, and deciding between suppliers.

We then created ads and custom landing pages dedicated to addressing the concerns of each audience, pushing them closer to becoming a VersaDesk customer.

Putting it Together:

• 46% increased share for branded terms
• 25% increase in conversions
• 13% increase in Return on Ad Spend per year

How do you leverage data to drive performance? Isaac Rudansky and Patrick Gilbert are joined by Julian Juenemann, Creator of MeasureSchool, a series of digital courses pioneering the best practices in data-driven approaches to digital marketing. They discuss the shift and changes in recent technology, what a cookie-less world means for advertisers and the importance and responsibility marketers have to work with developers.

*Shortly after this article was published, we were invited to speak about this topic in greater detail at Google's offices in NYC. A summary of those topics can be found here.

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‍

Automation? It’s just Google’s way of getting you to spend more money!

I still hear this at least once a week and it’s nails on a chalkboard for me. I also used to believe it. But times have changed.

This is not your father’s Google AdWords. In fact, it’s not even your own Google AdWords that you knew and loved just the other day. That Google AdWords is so long gone that they’ve even changed the name of the platform.

My peers in the PPC industry love to complain about every update and change to the Google Ads landscape. Above all, they are most reluctant to embrace Smart Bidding. Smart Bidding, often referred to as Google’s Automated Bidding Strategies, is too often associated with the thought that It’s just a way for Google to get you to spend more money.

So I turn my attention to you, fellow Google Ads account managers:

Too many of you are stuck in your outdated opinions about Google automation. If you do not embrace automation and dedicate the time to understanding how to best leverage machine learning in your campaigns, 2019 is going to be an ugly year for your business.

Join… Or die.

Visit our site for the full guide: https://bit.ly/2TxvnHQ

Overview

Luma Health is a patient engagement platform that modernizes patient care. It integrates with multiple EHR systems (Electronic Health Record is a digital platform for patient health information). It can help reduce no-shows by 79% which in turn can help increase revenue for the practices. 

Challenges

1. Low search volume

2. Niche market

3. Low search awareness

Strategies 

Increased Broad Match Keywords

To capture a wider audience, we shifted away from focusing solely on long tail keywords and instead implemented the use of more broad match keywords. For example, we used “patient scheduling software” as a broad match keyword to target the healthcare industry audience. 

We leveraged smart bidding across the account and tested different strategies. One of the challenges we had with this strategy was low volume due to the high average CPC. We tested different bidding strategies to increase volume and optimize on statistically significant data.

Salesforce Integration 

We worked on integrating Salesforce to further qualify our conversions by tracking additional conversion actions as a lead went through the sale cycle (MGL, SQL, Closed Deal). Specifically, we worked on getting the GLCID to pull in. This helped us attribute conversion and conversion actions back to campaigns, effectively training Google’s algorithm to go after higher quality leads. 

Higher Quality Conversions

The average CPC was significantly higher ($37) compared to the account search average ($7.17). We entered into higher quality auctions to generate higher quality conversions and the results speak for themselves. The average account search conversion rate is 2.09% and we were able to achieve a targeted audience conversion rate of 8.20%. 

Results 

• 35% YoY decrease in CPA
• 27% increase in profitable spend
• 19% YoY increase in quality conversions 
• 19% YoY increase in time on site
• 96% YoY increase in new users

Industry Research 

• Key players
• Growth
• Trends
• Competitors

Market Research 

• Size of market
• Psychographics
• Geographics
• Behaviors
• Trends

Before Getting Started

• Identify the client’s industry and segment research
• Request a care package from Google support team
• Submit a request to AskWonder
• Check statista.com 
• List of competitors that the client provided
• Analysis from Adventure’s senior data scientist

Step 1‍

Identify key players and the competitive landscape.

• Facebook Ads library
• SEMrush
• Similarweb.com

• Provides similar sites to competitors

• Porter’s 5 Force Model
• Auction Insights report

Step 2

Conduct competitor analysis.

• Competitors unique selling points
• Showcase interesting ideas that the competitors are doing

Questions or thoughts to consider:

• How are they highlighting their ads? 
• What are they highlighting on landing pages and their website? 
• Reading through competitor's reviews to determine the consumer perception of products 

• Include a quick summary of the competitive analysis

Step 3

Identify industry growth and industry trends.

• Googles care package for YoY numbers 
• Statista reports
• Askwonder reports
• Google searches to identify any growth or trending patterns

Step 4

Conduct market research by identifying the market size.

• Market Size

• Google keyword planner insights for historical volume numbers 
• Google keyword planner insights for forecasted volume numbers 
• SEMrush
• statista.com

Step 5

Pinpoint market trends.

• Trends

• Google trends 
• General searches

Step 6

Identify target audience based on customer information.

• Target audience

• Analytics overview information 

• Segment by products and filter users to understand differentiation 
• Geographic information for their customer and industry specifically 

• Read client’s reviews
• Identify geographic interest

• Google care package report

• Audience personas

• Google’s care package 

• Similarweb.com to identify target audience of competitors 

Step 7

Create buyer personas based on target audience analysis.

Overview

Pictureframes.com, the online entity of Graphik Dimensions Ltd.®(GD), is the premier source for all of your printing and framing needs.

It was clear that two external factors were posing a threat to their market share. They needed a team to come in and execute a well-rounded PPC strategy.

Challenges

Multiple Buyer Personas

The customer base ranges from informed designers that know exactly what they want, to first-time buyers that aren’t familiar with terms like mat or canvas.

Shift to Mobile

Our team needed to find a way to maintain and scale a profitable mobile presence while they transitioned to a responsive website. 

Scalibility 

The introduction of new competitors was driving up the average cost-per-click to a point that would not be sustainable in the long term.

Results

Lowering Costs & Wasted Spending 

We used negative keyword lists to sculpt our traffic to the most relevant ads and landing pages. This helped lower bounce rates and increase site engagement.

Managing Cost Per Click

Reduced CPC translated to reduced cost-per-conversion, which then allowed us to experiment with new campaigns or initiatives that would otherwise be too risky.

Google Shopping

We leveraged a 3rd party feed management platform to optimize the titles and descriptions for products in the Shopping Feed. We optimized the product feeds in a way that allowed us to serve the correct ads for higher quality searches.

Remarketing

We used advanced conditional logic inside Google Analytics to collect and segment lists of users based on specific search queries they used, pages they visited, previous buying behavior and more.

This allowed us to use unique bid strategies for our search and shopping ads for users, and develop display campaigns that were relevant and targeted to the users’ specific interests.

Putting it all Together

• 67 % Increase in Google Shopping conversions
• 113% increase in Mobile Return on Ad Spend 
• 48% increase in Bing Return on Ad Spend

Overview

SurveyMoneyMachines helps ordinary people all over the world earn additional income by connecting them up with the best market research rewards programs in the industry.

SurveyMoneyMachines approached AdVenture Media more than two years ago to help them scale their digital advertising campaigns profitably.

Challenges

Conversion Tracking 

Users who convert need to complete a number of additional conversion actions on separate, outside web properties before SurveyMoneyMachines earns any revenue from that converted visitor.

Scalibility

We needed to figure out a way to scale the campaigns where we could increase the budget while keeping our cost per conversion low. 

Google Compliance

SurveyMoneyMachines operates in an industry that often runs into compliance issues with Google. We needed to make sure that we’d remain completely approved and whitelisted by Google as we continued to scale our campaign volume and budget.

Results

We helped our client implement sophisticated, end-to-end conversion and revenue tracking, that enabled us to see every dollar generated in revenue back to the keyword that originally triggered an ad.

Pay Per Click Campaigns 

By utilizing Bing Ads in conjunction with Google AdWords, we were able to increase volume on an ad network not previously tapped into. We segmented the AdWords campaigns into keyword themes that represented the type of user likely to convert on the website. 

Programmatic Display

We handpicked popular blogs and websites we wanted to show ads on. We selected these “managed placements” based on a thorough competitive analysis.

Our display campaigns have seen industry leading conversion rates and we’re still continuing to scale our spend on the display network.

Putting it all Together

Our PPC management saved SurveyMoneyMachines $265,000 in 2016, while increasing the volume of conversions by over 11%. We also increased conversion rate by a whopping 36% while decreasing their average cost per click by 8% .

Overview

Reglaze My Glasses provides a mail order glasses reglazing service, allowing customers to replace damaged or outdated prescription lenses without having to purchase new frames. The founder and sole proprietor of Reglaze My Glasses was experiencing some challenges and he turned to AdVenture Media for help.

Challenges

As we audited his account, we quickly realized that this situation called for more than just AdWords optimizations. In addition to reaching the right audiences and driving quality traffic, there were going to be other hurdles on the road to profitability.

Outdated Website:

When we were brought on board last year, the Reglaze My Glasses website was in the midst of a long overdue redesign. Conversion rate was low because people were having a hard time finding the information they needed on the website. We needed to streamline the process and increase the overall number of leads.

Lead Quality:

Boosting conversion rate and increasing lead volume was only going to be half the battle. Each lead form that is filled out has a cost associated with it because postage has to be paid on the free packs that are going out to each customer. This cost makes lead quality a paramount concern when attempting to increase overall profitability. When the client came to us, they were converting sales on less than a third of all the packs they sent out.

Results

We created a new landing page to send traffic to while their main website was being redesigned. The simple and sleek design of the landing page was so effective that we doubled conversion rate in the first month! The landing page performed so well that, over 6 months later, we are still driving all paid traffic to this page.

In only a few short months we have seen a 48% drop in cost per conversion while the volume of total conversions has increased more than 40%.

Isaac Rudansky and Patrick Gilbert are joined by Mike Ryan, Product Management Lead at Smarter Ecommerce, and Kirk Williams, Owner of ZATO PPC: they discuss the benefits and drawbacks of Smart Shopping and manual vs automated bidding, data rights and past, present and future concerns with advertising.

This is a complete guide; well researched and lengthy. To make it more readable and digestible, we broke it down into readable sections. We hope this research will prove to be enormously useful to anyone interested in learning more about pharmaceutical advertising and the history of pharmaceutical advertising campaigns on Google Ads.

• Google's Pharmaceutical Policies for Paid Search 
  A look into the regulations and policies governing the paid search landscape for the pharmaceutical industry.

• Google's Policies for Display Marketing
  Understanding the policy that regulates Google’s Display Network for the pharma industry.

• Google's Advertising Policies - Historical Changes
  Historical analysis of the changing regulations.

• Google's Policies for YouTube Advertising
  The specific regulations for video advertising on Google's YouTube platform.

• Pharma Search Advertising - Market Size
  A dive into the potential market size for search advertising in the pharmaceutical industry.

• Google's Advertising Policies - Governmental Laws
  Government involvement in paid search advertising in the pharma industry.

• Google's Advertising Policies - Impact
  The practical implications for pharma campaigns caused by Google’s policy changes.

• Digital Ads - Examples
  Two examples of digital ads that are paid for by big pharma.

• Strategies - Digital Pharmaceutical Sales
  ‍A detailed look at some successful digital strategies that drive sales/service in the pharmaceutical industry

• Executive Summary
  All nine parts of our study summarized.

Visit our webiste for the Complete Guide to Google Ads Pharmaceutical Policies: https://bit.ly/3xjJ2k4

Overview

AudioEye, Inc. is a publicly traded software as a service company that provides digital accessibility solutions. Their solutions help make digital content accessible for individuals with a variety of disabilities.

It was crucial for AudioEye to partner with a digital agency that could move-quickly, and develop unique strategies to foster rapid growth that would capture as much market share as possible.

Challenges

AudioEye needed to position themselves as a knowledgeable resource where individuals could learn more about the benefits of accessibility and the risks of non-compliance. They needed to leverage this content to help build trust with the market at large and be respected as a leader in the space. 

A unique challenge includes the need for all of our advertising content to be 100% accessible to remain consistent with the AudioEye brand. Lastly, AudioEye is held to high expectations and aggressive growth targets set by shareholders. 

Strategies

Automation & Machine Learning To Fuel Growth

Salesforce / Google Integration

Conversion Rate Optimization

Social Media Advertising

Video Production & Advertising

Using Data To Improve Sales Process

Results

• All of these strategies put together helped AudioEye see massive growth in qualified leads over the last two years. 
• Specifically, since in the first half of 2019, we were able to profitably grow their business in a significant way. 
• Our conversion rate optimization helped increase conversion rate by 83%
• Our lead-quality optimization helped decrease cost per lead by 23%
• And most important, our automation-fueled ad strategies helped grow total leads by more than 238%

Overview
Michael Aram is a luxury home decor brand.They chose AdVenture Media to spearhead the overhaul of their advertising strategy on Google, Facebook, Instagram and Pinterest.

Goal

• Increase brand awareness
• Capture a wider audience 
• Increase eCommerce sales  ‍

Problem‍
For high-value customers/ repeat customers, which products do they purchase for their subsequent orders. Is there an identifiable pattern that can help inform our advertising strategy?

The team wanted to know which products serve as an entry point to Michael Aram. Entry point products can be the main feature to increase new customer acquisition. The subsequent group of products can serve in nurturing new customers and converting them into repeat customers.

Data Analysis
The first data set identified all the repeat customers. The second data set is a list of orders by date with other unique identifiers such as customer ID.  We then filtered out any customers that made only a single order. 

With the cleaned data set, we used Python to iterate and group the products by 1st order, 2nd order, 3rd order and so forth. The Python code referenced the whole data set and identified any other orders made by the same customer. It groups the products purchased into different lists using the order timestamp to sort them into the correct lists. Then it iterates downwards until all orders have been grouped into their respective lists.

We can now visualize these data sets and observe any identifiable product groups that served as an entry point for our high-value customers.

Results
We discovered that the entry point for a product did not have an impact on overall revenue from that customer. Rather, there was a group of products that drove most of the sales that drove 80% of the revenue for the business. We concluded that a group of products drove sales for both single-order and repeat customers.

Our advertising efforts now focus on a group of shortlisted products and making the already impactful creatives work better.

Overview

Our client owns a luxury jewelry brand specializing in unique handmade pieces with a focus on spirituality. ‍The owners brought us on to increase sales and traffic.

Challenges

1. Pricing: With pieces ranging from $200 to $20,000, the average product price is $1,500. Because of the niche market, finding the right demographic willing to commit to the price tag posed a challenge. 

2. Competition: Aside from competing with other luxury jewelry brands, we faced a great deal of vendor competition. 

Strategies 

Facebook and Instagram 

The brand’s pre-existing Instagram following proved to be a great asset. With 416K followers and strong, visually appealing photography, we leveraged the two on Facebook and Instagram. We utilized great images from their professional shoots and targeted their large Instagram following, allowing for subsequent remarketing.

Google Shopping

The key strategy with Google Shopping was optimization. To optimize titles and descriptions to serve in better auctions, we included more keywords and specifications on the jewelry in the descriptions. Specifying search terms proved to be a key in optimization; general jewelry search terms weren’t bottom-funnel enough, so we stopped bidding on generic terms. To identify which branded terms would optimize best, we researched and tested jewelry terms using SEM Rush. 

Initially, we used a standard shopping campaign to accumulate data, then switched to smart shopping. We implemented heavy remarketing, using display ads and RLSA to catch people who already showed interest in the brand. To overcome competition posed by large vendors carrying our client's brand, we used very specific ad copy and added “Official Site” to add credibility and legitimacy to the brand’s site.

Results                        

• 1200% Facebook ROI
• $78 CPA
• 58% increase in web traffic
• 1000% Google ROI

Overview

Charles & Colvard is the original creator of the moissanite gemstone and the premier online supplier for moissanite jewelry. 

In 2016, Charles & Colvard no longer offered lower-tiered products, and instead focused only on their highest quality, premium product line – The Moissanite Forever One.

Our team needed to adapt our PPC efforts to accommodate this branding shift.

Challenges

What is moissanite, again?

We needed to educate more people about moissanite jewelry, while emphasizing the value and premium quality of the Moissanite Forever One product line.

Squeezing the Market Size

The shift to focus only on premium product lines took our niche product and shrunk the market size. 

We needed to discover how to leverage this information to expand our customer base and build brand loyalty.

Results

Search terms that may have converted in the past were no longer relevant to our business. It was also critical that campaign level negative keywords were strategically placed throughout the account.

Becoming a Resource Center

We found that many users were going to Google and Bing because they had questions about moissanite products, but not necessarily because they were in the market for moissanite products.

This provided many benefits. It allowed us to gain credibility with many first-time moissanite buyers and gave us an opportunity to turn these first-time buyers into lifetime Charles & Colvard customers.

Attribution Modeling

We could use our new account structure to develop a bidding structure around the different audience segments, including entirely new audiences that we wanted to convert to first-time buyers.

We could track the value of a top-of-funnel click compared to that of someone closer to their final buying decision.

Putting It All Together

• Average order size increased by 44%
• Supporting revenue growth of 22%
• 61% increase in Return on Ad Spend
• 51% increase in Net PPC Revenue

Overview

Headquartered in the greatest city in the world (New York) The International Culinary Center (ICC) is one of the leading culinary schools in the US. They offer professional culinary, pastry and wine education to students around the world. AdVenture Media has been working with The ICC for over three years, and our relationship continues to evolve with the shifts in the landscape.

Challenges

The most important metric we had to optimize for was cost per lead (CPL). But for the ICC, cost per lead is a complicated KPI. The ICC offers 20+ different programs, courses, classes and enrollment options, and each specific option has a different value, profit margin and target cost per lead.

Strategy 

A massive campaign restructuring and overhaul got underway, but at the same time we brought in our UX and Conversion Rate Optimization team to get to work on optimizing for conversion rate. 

We focused on four main conversion strategies in our landing page redesigns:

1. Copywriting

2. Information Architecture

3. Production Quality

4. Page Variants

Results

After redesigning our new landing pages to look simpler and more scarce we saw conversion rates skyrocket across the spectrum of programs and classes. Once we had statistically significant conversion data, we transitioned 100% of online traffic to our new landing pages.

Here's a sampling of conversion rate results across four main programs:

Professional Culinary Arts

Original: January 15 - July 6: 10.79%

Revised: July 26 - January 14: 9.62%

Change: 1.16%

Overall Change: +12.11%

Professional Pastry Arts

Original: January 15- July 6: 11.21%

Revised: July 26 - January 14: 9.91%

Change: 1.29%

Overall Change: +13.06%

Intensive Sommelier Training  

Original: December 25- July 6: 16.58%

Revised: June 14- December 24: 8.45%

Change: 8.13%

Overall Change: +96.20%

Art of International Bread Baking

Original: February 26- July 6: 16.97%

Revised: October 18- February 25: 4.42%

Change: 12.55%

Overall Change: +284.06%

Overview

MF Fire is a fire technology company leveraging advanced combustion science to engineer superior fire products. They are the brand behind the world’s first and only smart and efficient in-home wood burning stove.

Challenges

Education

The Catalyst team faced the challenge of educating potential customers about the enormous benefits their stove provided over the more well known products in the space. 

Understanding Buyer Intent

The challenge we faced was creating an environment in which our site pushed the one product benefit that mattered most to each individual customer.

Results:

Step one would be to dive into our search term data in AdWords to determine what specific searches drove the highest quality traffic to the site. Once we narrowed down 4 key search terms we began to draw up our plan to create a customized funnel for each group.

Landing Pages

For each one of the the key benefits that were being searched we created a dedicated landing page on the site.

Step two would be to focus on all of the other half of our customer base who did not search for our product using a specific feature. 

We created a ‘rubber page’ that included all four key features along with outbound links to each one of those individual landing page. We then started to cut out the rubber page and send general searches to the most popular individual page.

Remarketing:

Our design team developed targeted ad copy and design for each key benefit as a next step in the funnel for users that did not convert.

We could then serve an ad that would have a sale offer convincing them to come back and perform the next step in the conversion funnel, a sale.

Using this method we were able to effectively nudge customers to the final step of a purchase.  

Putting it all Together:

MF Fire has been able to grow and invest more into their online presence than ever before

Overview

Trinity Credit Services is a Texas-based credit repair company that helps those with less than perfect credit take steps toward financial freedom.

The executive team at Trinity began to rebrand their company under a new umbrella called Sperity Credit Repair.

They brought on AdVenture Media in August of 2016 to help manage this brand transition and to develop an effective long term marketing strategy. 

Laying the Groundwork

Out first task was to improve the efficiency of their PPC campaigns. We worked with their developer team to accurately set up conversion tracking from form submissions, and to install call tracking software onto their website.

Throwing Out Best Practices

We relied entirely on creative thinking, advanced A/B split tests, and an understanding of consumer behavior to turn this account around. 

This practice helped us achieve higher click-through-rate, lower cost-per-click, and higher conversion rate in many competitive areas of the account.

Understanding User Mindset 

We found that there were two main segments of our user base. There are those that need this service for a specific purpose (financing a home, for example), and there are those that need more comprehensive service offerings. 

We saw the opportunity for custom landing pages that would cater to these two audiences. This would be the first step toward effectively transitioning the bulk of the ad spend from the Trinity brand to the Sperity brand.

Improving Lead Quality

We established feedback mechanisms with their sales team so that we could get a better understanding of quality leads.  

We ensured that we had the most relevant content on our landing pages, resulting in a greater conversion rate and lower cost-per-quality-lead.

We launched remarketing initiatives specifically geared toward former leads from 2-3 months prior that did not close into deals.

Putting it all Together

• Increase in conversion rate of 9.5%
• Improved close rate from 10% to 18.5%
• Cost-per-new-client improved 37%

Overview‍

A midsized e-commerce company (~100M annual revenue) faced a lot of challenging questions as they approached 2021:

• What lasting impact will the COVID-19 pandemic have on our business and the market? 
• How can we continue to grow, and how should we set growth goals?
• What is the true impact of our different advertising channels?
• What should our 2021 advertising strategy look like; how do we determine our overall budget, and what is the most effective way to invest that budget? ‍

AdVenture Media’s data analytics team attempted to help provide answers to all of these questions; but along the way, uncovered multiple insights that could reshape the way that we look at this account, and others. 

Among the takeaways:

• While revenue and ROAS increased during the COVID-19 pandemic, the pandemic itself was not the primary reason for the increase.
• The bulk of the improved performance can instead be attributed to Google's automated bidding systems, and other tests conducted throughout 2020.
• YouTube and Google Smart Shopping campaigns proved to drive an incremental lift in overall site revenue, despite not directly being attributed to these individual campaigns within the Google Ads UI.
• A similar phenomenon took place within our Smart Shopping campaigns. In addition to Smart Shopping’s ability to drive direct-response sales, we measured an incremental lift in brand affinity and direct site traffic as a result of our Smart Shopping investment thanks to Smart Shopping’s ability to place targeted ads on multiple placements including Display, YouTube, and Gmail. Similar to our YouTube study, Smart Shopping proved to contribute additional value that was not directly reported in the Google Ads UI. 

Visit our website for the full analysis: https://bit.ly/3grgDmI

In Join or Die, It’s Time To Embrace Google Automation, I outlined the case for trusting Google machine learning and the overarching benefits that are unlocked with new technology. But unfortunately it’s not as simple as clicking a button, switching to automation, and retiring to Costa Rica.

We all need to learn about this technology and how to make it work in our favor. It's a complicated topic that, when used incorrectly, could be disastrous.

We recently inherited an account that had relied on manual bidding. As we went through the account together and found issues with campaign structure and conversion tracking, a colleague of mine observed that they were fortunate to not have been relying on any automation, as the machine would have been optimizing against their goals.

It was humbling to consider the dangerous implications of using this technology incorrectly, either through poor data integrity or negligence. This post is an attempt to help limit the latter. 

Much of this information is not publicly available and is a result of countless conversations I've had with Google's product team over the last 18 months or so (I also passed this article along to them to ensure its validity before publishing).

All of this information has been confirmed by our own experience managing smart-bidding campaigns. We've tested all of these strategies at great length, and you'll find an example case study toward the bottom of the article.

We have celebrated wins and learned from losses along the way... our approach to automation is algorithmic its own regard. We continue to run countless tests and confirm or throw out hypotheses of our own, increasing the probability of particular outcomes given existing datasets.

I hope that our learnings serve as a meaningful Bayesian inference on your own educational journey. 

Visit our site for the full guide: https://bit.ly/3ztVMXp

About two years ago, AdVenture Media began a massive transformation in the way we manage PPC campaigns.

Until that point, we were extremely reluctant to use the automated solutions offered by the various ad platforms like Google and Facebook. We pushed back against automation, and we were not alone. Many PPC professionals have written slanderous articles about automation and voiced their negative opinions on Reddit and Twitter.

I used to be one of those people, as I was extremely intimidated by this technology. I was terrified that it would replace me and put our agency out of business.

Fast-forward to 2019 and this has completely changed. We have since realized that while automation and other technology will continue to change our industry, it will not replace agencies. In fact, the opportunity for digital agencies to provide value to clients is higher now than it has ever been.

We embraced automation and we're better for it. Over the last two years, we've transformed into an agency that uses automation and other machine learning technology to drive better results for our clients.

Google was impressed by our story and invited me to speak at the Google Premier Partner Awards earlier this month.

Approximately 300 digital marketers gathered at Google's Dublin offices for the event. I had the opportunity to share my own experience with automation; including why I believe in the technology, how it's changed AdVenture Media for the better, and why for so long I actually wanted it to fail.

It was an incredible event that recognized the top 5% of digital agencies and served as an opportunity to discuss the ever-changing dynamics of the digital advertising industry. It culminated with an awards gala and a pint of Guinness or three.

A recording of the keynote is below.

(The presentation includes a gif of Ronnie wiping out on the ski slopes, if you enjoy that sort of thing.)

Visit the site for the full video: https://bit.ly/3zs2gG9

Overview

LeverageRx is a digital lending and insurance marketplace exclusively for doctors. Based in Omaha, Nebraska, LeverageRX makes it incredibly simple to compare rates on physician mortgage loans, physician disability insurance, student loan refinancing, and other financial services for medical professionals.

Challenges

Advertising on Google Ads since 2015, LeverageRX always had a difficult time scaling their campaigns profitably beyond a few thousand dollars in ad spend per month. With clearly defined cost/conversion goals, they were not able to increase volume without sacrificing efficiency. Their bottom-funnel (BOF) keywords produced quality traffic and high conversion rates but CPCs for those terms were high and their search impression share was consistently limited by their ad rank/bidding strategy.

Strategy

Efficiently scaling profitable campaigns is a problem that we are very familiar with. We decided to take advantage of the client’s robust website by utilizing multiple dynamic search campaigns, targeting the different digital lending and insurance options that LeverageRX provides. 

Dynamic search campaigns are a great way to discover unique search terms and generate quality traffic from auctions that competitors may be ignoring. If we could generate conversions from less competitive auctions, we’d be able profitably scale the campaigns. 

We also layered on a similar audience for all previous converters to give the dynamic ads a head start in serving our ads to the best users. Dynamic search ads are a great way to leverage Google’s machine learning but it is always important to provide the AI with as much valuable data as possible. 

Results

• 64% increase in conversions over the course of 6 months
• CPA reduced by 17%
• March 2020 was their best month on record - spent over $30k and returned more revenue than any month in the history of the company

OVERVIEW

Jive Software is a tech company that provides enterprise-level intranet software solutions for large and mid-market businesses. The Jive platform is extremely robust and ideal for global companies that want to connect and engage with employees in multiple offices around the world.‍

CHALLENGES

• The company was in flux after a private equity buyout
• Goals to scale were extremely aggressive
• Private equity structure made it hard to communicate with decision-makers
  ‍

GOALS

• Clearly define the size of the addressable market and set a realistic budget
• Better understand the sales funnel and focus on BOF audiences
• Improve quality of traffic to the website and generate more SQLs
  ‍

STRATEGIES

• Immerse ourselves in the client’s business to better advise the client on realistic spend and return goals
• Integrate Salesforce account to get a better sense of lead quality and the sales process
• Leverage Google’s automated bidding strategies to generate higher-quality traffic and maximize lead generation
• Focus spend on BOF search campaigns and pause the branding YouTube ads  

‍

RESULTS

• 4x increase in MQL to SQL conversion rate
• 243% increase in SQLs
• 827% decrease in cost/SQL
• One new opportunity with an Aurea portfolio company - Infer

Overview
Fig & Bloom is an Australian floral arrangement company. They specialize in high-end, contemporary floral design and deliver across Melbourne and Sydney. Fig & Bloom is a five star florist with thousands of loyal customers. 

They came to us looking to develop a playbook for increasing Return on Ad Spend (ROAS) within existing markets, thereby increasing profits that can be reinvested in expansion into new regions. 

Challenges
Fig & Bloom operates in a competitive, seasonal market. They significantly benefit from economies of scale, as it’s much more cost-effective to ship out 100 orders than it is to ship out 10. 

We needed to help focus on promoting the products that would yield the highest average order value, while increasing our flexibility to capture profitable business throughout the different regions. ‍

‍Strategy
Feed optimization and campaign restructure helped dramatically increase the ROAS from the shopping campaigns almost immediately. We ensured that we were only featuring products that were most likely to appeal to our core audience. 

We then initiated a consolidation strategy within the search campaigns to increase freedom and flexibility for smart bidding. The previous management had segmented the search campaigns based on slight differences in keywords. Long-tail keywords (keywords that included the name of a city or a specific type of bouquet, for example) received a larger percentage of the budget than did broader keywords such as [flower delivery service]. 

A consolidated account structure allowed more freedom for the smart bidding algorithms to profitably capture the low hanging fruit, and aggressively go after the traffic that was likely to convert at a higher-than-average order value. 

‍Results

• 290% Increase in Shopping ROAS
• 27% Increase in Search ROAS
• 25% Increase in Shopping Conversion Rate
• 102% Increase in Account-Wide Conversions

OVERVIEW

Alternative’s design is rooted in sustainable and eco-friendly practices. They source the finest fabrics for softness and durability and incorporate organic and recycled materials wherever possible.                           

There are two different aspects to Alternative Apparel. They sell direct to consumer but they also sell blank apparel to businesses. 

GOALS

• Grow B2B Leads
• Differentiate Between B2B & B2C
• Increase Overall Revenue

CHALLENGES

We needed to differentiate between users who were searching for B2C versus someone who may be looking for screen printing (B2B).

• Within our search ads, we needed to make sure we weren’t losing branded searches looking for B2C. 

Find B2B Customers Using Creative Outlets

• Our challenge was to find alternative routes of appealing to B2B consumers. Although search ads would help us to find the clientele searching for screen printing, etc., we needed to stand out and go above and beyond. 

Strategies Differentiating B2B From B2C With Branded Search Ads.

• Normally, our recommendation would be to create B2C branded ads and expect the consumer to be able to find B2B if needed. However, with Alternative Apparel, we decided to test out creating only B2B branded ads. The basis of this decision being that our B2C consumers were able to find us organically and our B2B customers generated significantly more revenue. Therefore, we successfully implemented B2B branded ads without losing any B2C revenue. 

Using Creative to Stand Out On the Internet

• We created several display assets and video assets to go along with our B2B campaign. Not only did these help us to stand out using imagery, we made sure to target specific audiences related to wholesale and sustainable clothing. We uploaded B2B customer lists to create similar audiences as well. 

RESULTS

• 7 new campaigns created
• Revenue increased by 166% and ROAS increased by 64%.
• Branded revenue increased by 111% as a result of the increase in awareness.

Overview‍
TaxJar is the leading technology solution for busy eCommerce sellers to manage sales tax, and is trusted by more than 20,000 businesses. They automate sales tax calculations, reporting, and filings in minutes, allowing business owners the ability to spend more time doing what they should be doing: running their business. 
‍
Challenges
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.

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.

Strategy
We first tackled the issue of branded search by implementing a unique smart bidding strategy that allowed us to minimize costs and selectively bid on the branded traffic with the highest intent (following the principle that not all branded traffic is created equal). This new strategy helped more than double branded conversions, while bringing down branded CPA by 44%. More importantly, we had freed up more budget to dedicate to new audience acquisition - a strategy that would heavily rely on content distribution.
‍
Results

• 95% YOY increase in conversions
• 31% YOY Decrease in CPA
• 168% increase in branded traffic as a result of new TOF efforts
• 40% increase in avg. time on site
• 25% increase in content-related page visitors

AMC approached our team with the primary goal of increasing the total amount of subscribers to the Sundance Now platform while decreasing customer acquisition costs.

They chose to work with us on this goal due to our positive track record delivering results with a unique mixed-media approach.

Our biggest challenge was subscriber quality and retention. 

Prior to bringing us on, the Sundance Now advertising campaigns were mostly title-specific. That is, they heavily promoted new title releases and had not focused on developing the branding of their platform as a whole.

We found that customers who signed up as a result of title-driven campaigns were more likely to cancel their subscription before their free trial period ended.

We concluded that if we could acquire customers that signed up on the merits of the platform as a whole, as opposed to just one title, we could boost retention rate and improve customer lifetime value.

It was clear that a multi-channel branding initiative would be key to the growth of Sundance Now.

Our brand approach can be segmented by two main strategies. 

1. Sundance Now: The Little Fish in the Streaming Sea. The concept is a revised version of Ogilvy's Avis is #2 campaign. We're not the biggest so we have to try harder. 

2. Video production of viral recipe videos that pair well with your Sundance Now subscription. 

In Google Ads, since we started running the YouTube campaigns, we increased branded conversions by 1,308%, decreased cost per conversion by 65% and increased conversion rate by 195%.

Within our YouTube campaigns specifically, we earned 2,513 views and 466 conversions and maintained a cost per conversion of $27.

Within our Facebook campaigns, we were able to achieve significant reach and brand awareness, reaching 1,797,969 people with our recipe videos.

Overview

Forbes Magazine tasked our team with increasing paid and free subscribers in a steadily declining industry. So naturally, our team said "no problem, we got this"

Strategy

Develop a broader audience targeting to include a wider age range, income level, and gender. Our creative team then developed custom brand videos targeting each demographic. 

We developed middle and top of funnel search campaigns driving less engaged traffic to our landing pages so that we can add them to our growing retargeting lists. 

Once our lists were diversified enough in demographic data we served our video ads across YouTube and FB. Each demo received different videos that played off the psychological principle of 'likeness'.

Results

• As a result of our PPC efforts and new initiatives, we have been able to increase subscriptions 69% YoY.
• Not only were we able to increase overall subscriptions, but we were also able to increase the amount of paid subscriptions by 20% YoY as well.
• 2 new advertising channels introduced
• 102% increase in PPC traffic (31% increase in Branded traffic)