AI-Powered Pay-Per-Performance Marketing With Paid Social and SEM
BrandChamp was looking for marketing solutions that could increase high-quality marketing qualified leads in their sales pipeline. Their presence on social, organic and referral channels was strong while they felt they needed to scale their offer to a bigger audience driving up the demo bookings. Algocentric Digital offered to boost BrandChamp’s sales pipeline by implementing our AI-Powered pay-per-performance marketing program.
One very powerful reality sits at the heart of every consumer choice and their behaviour – the expectation cycle. At Algocentric Digital we label this behaviour as an experiential shopper focused on consistent experiences at every touchpoint with a brand. Thus, we put a big emphasis on optimizing our advertising offers across mobile and desktop in a unique way.
Our analysis revealed an insight pointing out that if a consumer had a positive brand experience during their research phase on mobile, they would be happy to continue their journey with the brand.
What did this really mean in the context of search engine marketing for BrandChamp?
From mobile brand discovery to demo bookings on desktop, the customer journey turned out to be a complex multi-touchpoint reality. This meant we focused on optimizing landing pages at every touchpoint, every device and customizing brand messaging for different audiences across each unique customer journey. Before launching our search engine marketing program, we identified 3 very specific audience segments looking for BrandChamp services.
With a desire to drive business performance further for our client, we moved towards a more transparent communication message across every audience, device, keyword and ad-type.
Using search, display and video advertising to address the needs of every customer in a personalized fashion allowed BrandChamp to take a massive lead in business performance.
With a heavy focus on audience types, keywords and message segmentation we structured our account in a unique fashion following best practices. To build upon specific data insights coming in through search, video and display, our client’s brand was set up to continuously improve quality scores and test messaging. This allows us to provide a one-of-a-kind user experience across every audience cluster.
Specific indicator metrics like CTR, landing page experiences on mobile and desktop and bouncer rates helped us determine end-user engagement above the competition.
As a rule of thumb during our SEM audit, we evaluate campaign structure, ad copy, call to actions, ad-extensions, ad scheduling, campaign settings, geo-targeting settings, budget allocations, re-marketing campaigns, “low hanging fruit” opportunities using ad customizers, quality score averages at the keyword level, ad group level, campaign level, and account level.
We set up the campaign’s structure by creating tightly themed ad groups, reviewing search terms reports and align the user’s intent to our ads and landing pages. The user experience across the whole digital ecosystem can often make or break the profitability of PPC campaigns because of the competitive nature of paid search today.
Finally layering AI-Powered tech, we focused our attention on achieving scalable efficient CPA targets using automated bidding algorithms.
Conversion Rate Optimization
Conversion rate optimization can often be tricky and while testing different variations we often found performance goes up in the short term. It was important for us to test new ideas long enough to find stable performance over a longer time-frame.
The biggest part of conversion rate optimization when we tested different ideas is a laser-like focus on data-informed decision, rather than “gut feelings”.
When we focused on tackling specific design outlines for this site, one thing we brought into the design is our vast knowledge of what we learned over the years. This means every reasonable idea was tested regardless of whether we thought it had a low chance of winning or not.
BrandChamp and Algocentric Digital checked our ego at the door, before launching the program. When we launched our rich “pool” of ideas we all had “gut” feelings which messages and designs will work best. Data experiments and multi-variate tests surprised us and the client.
As we tested different messaging ideas across our ad campaigns, we knew the big decision drivers would come down to answering the following questions:
- Did our new design get more marketing qualified leads or was it having the opposite effect?
- Was our conversion rate dropping or increasing given our messaging?
- Were the pages becoming more engaging or not?
- Was the bounce rate dropping or increasing?
- Was the time spent on-site improving?
- Which parts of the landing page were the most engaging and which needed improvement?
- Were the most critical elements above the fold or below the fold?
- Did the layout make sense, or did we need to move things around?
- How many distracting elements were on the page and which needed to be removed?
- Did we have unnecessary social links or other distracting elements that caused a decline in conversion rates?
Marketing Outcomes and results:
Finally, after split testing different offers, layout designs, various button colours, and ad-copy over a long period of time, we were able to find the winning designs for certain audiences and match them with specific ad-copy to boost the conversion rate from 2.5% to 7.6% across our paid social campaigns. This meant we’ve optimized our traffic sources to work in tandem with the best performing landing pages and 3x’ed content downloads and demos with the same budget.