Nothing is as frustrating as knowing an amazing marketing technique exists like PPC, but not knowing how to optimize it to increase PPC Sales.
No one needs to tell you, for instance, that PPC advertising works. It’s cost-effective, allowing you to withhold payment until a viewer actually clicks on your ad, empowering much higher return on investment. It’s highly customizable, ensuring you can target the right audiences, people predisposed to like your product and brand. Most importantly, it’s accessible – right there for any business, big or small, to make use of today.
Yet driving consistent and repeatable growth isn't exactly like turning on a light switch.
Sound familiar? It certainly did to language acquisition company Babbel back in 2015. Their PPC campaigns yielded new registrations, but were never able to consistently scale their PPC efforts in a predictable and repeatable manner. However, after becoming fed up with inconsistent results, statistical analyst Ting Ding, Head of SEM Operations at Babbel, decided to try a new approach.
The Path to Predictable and Scalable Growth
The competition in search engine marketing is increasing, making it more difficult for marketers to increase registrations that result in PPC sales. How much should you bid? What types of ad creatives should you employ? How can you even tell which keywords are working?
These questions were the types plaguing Babbel when they came to QuanticMind. With an increased focus on the US market, growing their market share and customer base were key objectives. However, despite making SEM marketing a priority, they were witnessing stagnant and inconsistent growth. They needed help in two areas:
They desired a predictable SEM approach enabling them to plug and play new ads over time, so they could start seeing predictable and scalable results.
They hoped to decrease their cost per sale, both to protect the budget and to give them more room to scale their SEM programs.
They brought these goals to QuanticMind in 2016 with the desire to create a reliable marketing approach, based on science, that would cut through the babble of pay-per-click options (see what we did there?) to start driving signups of eager language students.
A New Approach, Based on Data (and Enthusiasm)
Whereas Ting and Babbel were seeing diminishing returns on their advertising spend, QuanticMind was stoked on the new challenge this presented: How could we take a company with a great product and start improving their PPC sales?
The first thing we did was change the focus area. Previously, Babbel had targeted languages themselves, but we suggested they start targeting geo regions. This helped them refine their target customer significantly. We then worked together to configure their account, create multiple campaigns and optimize those campaigns over time. The result? A 150% jump in sales.
Furthermore, based on Ting’s directive, we helped design and implement a new metric that would allow them to weigh their two most salient factors: leads and sales. While the initial configuration and setup represents the bulk of the work we did with Babbel, our partnership is far from over. Now we meet weekly to answer questions, modify campaigns and keep an eye on their marketing goals.
Bring Babbel’s Results to Your Company Today
Want to see these same results at your organization? You can learn more about Babbel’s frustrations and PPC sales turnaround in our case study and start building ideas for your own future marketing.
About the Author
Evan James leads product marketing at QuanticMind. With a background in emerging technology, SaaS, B2B and everything digital, Evan is consistently looking to connect enterprise brands with advanced technology solutions in order to tackle some of the most challenging solutions that marketers face today.Follow on Twitter More Content by Evan James