Advertising campaigns were launched June 2020
Increase the number of applications; reduce the cost of the application;
First of all to start PPC advertising for SaaS platform we did the preparation steps:
After drawing up a portrait of the target audience, we managed to segment it by demography, behavior and interests into 5 main groups. This segmentation made it possible to create personalized banners and text for each group.
The first launch of advertising campaigns gave satisfactory results, which told us about the right vector of promotion.
After adjustments and detailing of the target audience, the KPIs improved: the number of conversions increased by 43.1%, the cost per conversion decreased by 39.9%.
Based on the results of gradual optimization, narrowing of existing audiences and testing of new segments and regions in July, KPI indicators have the following values:
An increase in the number of applications by 70.9%, a decrease in the price per application by 6%.
The main solution to the problem of finding the target audience was the maximum segmentation in the direction of the business that needs the services of our client.
As a result of segmentation and differentiation of the audience and the product, we have a large branched account structure, which allows us to clearly control fluctuations in KPI indicators and eliminate drawdowns.
70%Growth in the number of applications
6%Reducing the cost of the application