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The main challenge which we faced with the Infinity brand was defining the core audience based on their digital behavior. Why was it a challenge you might ask, the issue is that Infinity offers a very interesting, useful but at the same time complicated product to sell for an audience who are mainly retired citizens.
Also our only marketing objective was generating leads, which was hard for the brand which had no previous brand awareness or engagement campaigns. So we did start from empty sheet and did our best to:
1) Generate the good quality traffic on website
2) Decrease the cost per conversion
First of all we tried to identify a winning campaign, for which we did a lot of A/B testings.
1) We identified winning campaigns based on country – for all Asian market
2) Based on targeting – from business travelers to in-market financial planning interests
3) Based on keywords – started form product related keyword to long tailed field related ones
4) We did 60 VS 40 % division on search VS Display ads. So search could generate us good quality traffic, when display was for retargeting purposes on people who stayed longer on the website
5) Ads – many variation and A/B testings included
Of what we understood during the way, audience expansion or similar audiences simply won’t work in this case, because the needs of audiences are too complicated for Google to understand on how to deliver ads to audiences with the same digital pattern.
Because the product might have been complicated for the audience we tried our best to generate all kinds of keyword variation via Speed PPC so we wouldn’t have missed any clicks at all.
So with a lot of testing we enabled only 5 best working campaigns which generated a lot of leads during the time and then optimized them to reduce the cost per lead.
In total we were able to increase the ad rank and authority so we were able to generate good quality leads by everyday optimizations without increasing cost per lead.
Increase in website traffic (Screenshot from Google Analytics)
35% Paid Traffic when 39% is Organic Search
Increase of conversions for the same period of time (Screenshot from Google Analytics)
Conversion number have not changed from the period of time, nor have increased the costs.
Increase of conversions for the same period of time (Screenshot from Google Ads)
Conversion number have not changed from the period of time, nor have increased the costs.
