Performance Marketing Case study
How we built a $420k pipeline for Retable (Airtable alternative) in 3 months?
Retable is a free and versatile online spreadsheet database software, perfect for organizations of all sizes that need collaborative tools. Its spreadsheet-style interface makes data management seamless, offering customizable views, real-time collaboration, and straightforward reporting. Accessible from any device, Retable simplifies data handling with diverse column types and code-free automation, giving users full control over their data.
- Free online spreadsheet database software.
- Capability to manage complex data in an organized and customizable online database.
- A spreadsheet-like interface for user familiarity and ease of use.
- Multiple views for real-time collaboration, data management, and simple reporting.
- User control over data for flexibility and data security.
- Real-time collaboration features to keep all team members updated.
- A user-friendly interface to simplify the management of projects and business workflows.
- A no-code platform, reducing the need for software teams or in-depth technical knowledge.
- They were running campaigns in Turkey and India.
- There were only a few signups happening initially.
- From the traffic campaigns they were generating more unqualified leads.
Business Type :
Ideal Customer Profile :
Regions: US, Singapore, India, Turkey
Buyer Persona: Managers, HRs, Business Analysts, Marketers
Company Size: SMBs
Our Observations & Analysis
We identified several key issues with the client's strategy:
- The right communication strategy was not in place.
- The potential demographics hadn't been accurately identified.
- The click-through-rate (CTR) was disappointingly low.
- The client's focus was mainly on traffic campaigns.
Once we gained a comprehensive understanding of Retable's business, audience, and goals, we expedited our research process. We crafted a plan to ensure our content was engaging, effective, and perfectly aligned with their objectives.
- Meta: Facebook & Instagram
- Google - Performance Max, Search Campaigns, Display Campaigns
- Meta - Traffic Campaigns, Sales Campaigns
- Deployed discount-oriented creatives as part of our strategy to spark consumer interest.
- An urgency creation strategy was also used to stimulate demand.
- As a key component of our campaign, we developed a Black Friday sale video. The goal was to generate maximum signups and drive substantial traffic to our website.
Phase I: 30-45 days
- We initiated website traffic campaigns on Meta and Google.
- Different types of creatives and audience segments were tested using A/B testing, including single ads, carousel ads, video ads, and 30-second video ads.
- Various messaging strategies were also tested:
- Direct one-liner descriptions of the product, which appealed to those already familiar with the product.
- Highlighting the product's unique selling points (USPs).
- Featuring product testimonials.
- We also set up Google Performance Max campaigns.
Phase II: 46th day to till 3 month
- We started website traffic campaigns with a sales objective on Meta, specifically aiming to increase sign-ups.
- The successful ad creatives from Phase 1 were incorporated into this campaign.
- Google Search and Display campaigns were also set up concurrently, featuring similar messaging to the Meta campaigns.
- We implemented retargeting ads on Meta and initiated database campaigns, including retargeting and lookalike audience targeting.
- We focused on campaigns driving event conversion-based sign-ups.
- Specific location and region-based ad group campaigns were launched to reduce the cost per lead.
- Effective Google Search Campaigns
Our strategic Google Search campaigns successfully drove a significant number of sign-ups, illustrating the effectiveness of targeting users actively seeking out our product/service.
- Optimized Google Display Campaigns
Our Google Display campaigns demonstrated impressive click-through rates (CTRs). This extended our reach and ultimately boosted our overall sign-up numbers, highlighting the power of visibility across the expansive Google Display Network.
- Focused Remarketing Efforts
Our remarketing ads targeted users who had previously interacted with our product but had not yet signed up. By re-engaging these potential customers, we successfully encouraged them to complete the sign-up process.
- Personalized Advertising
By creating ads tailored to individual users' preferences and behaviors, we were able to bring them back to our product and complete the sign-up process, demonstrating the effectiveness of personalized advertising.
What didn't work?
- Single poster creatives did not help in bringing conversions.
- Traffic ads initially generated many unwanted leads.
- Initially going with wide demographics, made cost per click very high.
- Generated 350 signups with a budget of $2,567
- CAC reduced from $15.92 to $7.29
- Generated 132733 clicks and 3179904 impressions
- Increased the CTR to 4.12%
- Built a pipeline of $420K