Nn.partners

The Client: Learndirect is the UK’s largest provider of skills, training, and employment services. The promotion of Access to Higher Education (Nursing) course was the priority. The Challenge: The client’s usual model of engagement on Facebook was no longer generating the desired volume of leads at a reasonable price due to a combination of factors globally and in the state of the paid campaign. They came to us for a qualitative shift of their campaign based on our expertise in order to attract new clients and increase sales. What has been done: 1.      We started to incorporate our data-driven approaches into paid marketing from the beginning. We did our own research on the product, the target audience, and the history of communication with it prior to launching the campaign. As a result, we were able to construct detailed target audience profiles and strategy in addition to leveraging information from salespeople to personalise our ad creatives. 2.      Instead of relying solely on Ads Manager data to optimise performance, we concentrated on what happened to the leads once they were transferred to the CRM: sales cycle length, lead processing workflow, opportunities to re-engage leads who do not respond to salespeople, and the time lag between lead submission and actual purchase. 3.      We developed our final campaign structure as a result of continual improvements and research, which included a permanent evergreen component and budget to test new ideas and compare them to our benchmarks. 4.      As a result, we've established a steady flow of high-quality leads that are more easily turned into course sales. Key Results of the Project: 1.      Found an effective ratio of CPL to revenue 2.      Developed an Evergreen campaign setup with more than 400% ROI per month 3.      For 3 consecutive months broke the client's sales records Read More

The client: One of the leading Medicare Supplement insurance agencies in the United States. The challenge: Get more Medicare insurance leads at a better Cost-per-acquisition using Google Ads. What was done: Historical data analyses (Google ads performance review;  Insights and data gathering on keywords, search terms, targeting, and other levels; Collect targeting hypothesis.) We wanted to know what keywords led to a sale and what wasted ad budget. To accomplish that, we've decided to store {keyword} parameter in the client's CRM. After we've finished with the tech stack, we've enrolled the new hypothesis. On-going optimization (Budget allocation, search terms and audience review, ad experiments, and others.) What was different in campaign settings: Auto-bidding: After conversion tracking was in place, we leveraged Google's algorithms for rapid data collection and customer acquisition. Broad match: Using the Broad match may require reviewing search terms more often and even daily at times. But after the necessary work is done and the strategy got enough conversion, the results wouldn't leave you waiting. Ad schedule: After analyzing the historic data, we realized that the cost of traffic during office hours and off-hours differ a lot. So instead of running exclusively during the on-hours, we've decided to switch the ad schedule to 24/6. Ad relevancy: We've collected customer persona insights, main pain points, and triggering events to address them in our communication. The results: After 30 days, the conversion volume grew by 86.79% up to 198, while lead CPA decreased by 38.37% up to $24.99 per lead. See more: NNPARTNERS (nn.partners) Read More