Performance Marketing for Tech Products Company

A technology company focused on selling to micro & small businesses (SMBs) was trying to increase adoption of a new product, which could convert Facebook pages into full-fledged business websites. The brand had worked with two of the largest and reputed ad-agencies but was not make the business model work, primarily due to the low number of conversions & very high cost/sign-ups. Needed a digital marketing company which could draw consumer insights, translate those into the ad-creatives, landing pages and targeting parameters and use analytics to create a viable business model around the new product. A performance based marketing plan involving a combination of marketing an analytics was proposed. The sign-up cost was brought down from $3 to $2 by the 15th day. Spends could be scaled up to 3x per month, without adversely affecting the cost/sign-up.

A technology company focused on selling to micro & small businesses (SMBs) was trying to increase adoption of a new product, which could convert Facebook pages into full-fledged business websites. The brand had worked with two of the largest and reputed ad-agencies but was not make the business model work, primarily due to the low number of conversions & very high cost/sign-ups. Needed a digital marketing company which could draw consumer insights, translate those into the ad-creatives, landing pages and targeting parameters and use analytics to create a viable business model around the new product. A performance based marketing plan involving a combination of marketing an analytics was proposed. The sign-up cost was brought down from $3 to $2 by the 15th day. Spends could be scaled up to 3x per month, without adversely affecting the cost/sign-up.

1. Build a viable sales funnel, driving down the cost/sign-up from about $12 to about $3
2. Show ability to scale spends up to 3x per month, without adversely affecting the cost/sign-up

Understand TG, do relevant creatives which uses their language, seamless experience from ads to landing page to product.

Understand TG, do relevant creatives which uses their language,

seamless experience from ads to landing page to product.

• •Multiple ads, landing pages against each of the hypothesis [12 ads to A/B test].
• •Consumer understanding helped develop different consumer segments, our unique proposition for each of these segments.
• •Try vernacular, or usage of the local lingo, a direct learning from existing data were some ads which had vernacular language did better in certain regions where the language is spoken
• •Being an online product, allocate larger budget % on Tier II/III cities based on earlier insights
• •Monitor the ad-portfolio on a daily budget. Reallocate ad budgets every day, moving from non-performing to the ‘star performing’ ads.

• •The premise: Communication should hold the attention of the consumer (should not be a ‘typical’ ad-creative), deliver the message and should have a clear call to action.
• •Holding power (the first moment of truth).
• •Yet, straightforward, so that our TG (primarily SMB owners in Tier II, III towns) ‘gets it in 2 seconds’.