Complex Advertising Funnel for IT business

CASE-STUDY

The customer used only certain advertising channels, and after conducting a marketing audit, it turned out that there were still many bottlenecks where the flow of customers was lost and not picked up by other channels, thereby setting up a system of touch points. The unit economics audit and RFM analysis showed low client LTV and a poor return rate.

My goal was to identify these bottlenecks and build an advertising funnel in such a way that LTV increased. Before setting up advertising campaigns, I conducted a great business analysis, developed a product matrix for services that first bring a client and which can then go as an upsell, and I also set up remarketing campaigns for these services. RFM analysis suggested to me weak client cohorts, for which I thought over the triggers for the return and increase in the average check. All this formed the basis of an advertising funnel consisting of 20 advertising campaigns on various platforms - Google, YouTube, Facebook, Instagram, Lmnedine.

How the advertising funnel looked like

Remarketing on these advertising channels to an audience that:
- visited the site,
- interacted with the post on social networks (likes, comments, saves),
- subscribed to the company's profile in the social network.

Setting up only one ad type (for example, only search) is not as effective as a well-designed funnel of different ad campaigns that hook your customer at different touchpoints. Sometimes, the same customer needs to see ads on different platforms up to 10 times to consider buying from you. This is how you gradually build customer loyalty to your company, catch up with them with dynamic remarketing, and trigger an order intent in them.

Catching up with the audience that has already interacted with the business at the touchpoints

Remarketing Google Display Network

There are different types of campaigns for different purposes - I know which one is better for which occasion.

Remarketing
YouTube
Truview-in-stream

Remarketing
Facebook / Instagram
Ads

Remarketing
LinkedIn Ads

I tried to collect only those requests that express the greatest intention to place an order. Thus, increasing the conversion potential from click to lead.

Banner, text and video ads are shown to those who entered the given key queries, who visited competitor sites and sites of similar subjects, who fell into the cohort of interest in the client's product, who is as close as possible to the list of current buyers of this product.

Advertising by position and employed in the area where the greatest demand for the advertised product.

Google Search

Google Display Network

YouTube
Truview-in-stream

Getting new customers to the top of the funnel

Facebook / Instagram
Ads

LinkedIn Ads

Advertising is shown with targeting by interests, positions, similar audience according to the user list.

Thanks to remarketing campaigns we managed to reduce all cost per lead, cost per action indicators and increase ROAS.

Maximum
ROAS 9,400%

Thanks to RFM-analysis and product matrix development, we managed to grow the customer's LTV and CLTV/CAC for the business.

LTV growth by 43%

Thanks to reducing the bidding and increasing the income, we managed to get goog net profit for the company.

Net Profit $80,000

Many businesses use just 10% of marketing opportunities

Let's talk about ads approach for your business

PPC

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