Case Study: This is How Marketing is About Doing More of What Works
March 26, 2018
We have a mantra at Marketing 360®:
Marketing is about doing more of what works and less of what doesn’t.
Within this statement are key concepts in marketing:
- Marketing is about refining tactics over time.
- Data is vital to improving marketing.
- Marketing campaigns can underperform and must be identified when they do.
- Marketing strategy involves discovering what tactics work best so they can be prioritized.
As you develop your marketing strategy, you make assumptions about what tactics your business lends itself to. These are starting points to test campaigns.
However, as you get data, you’ll discover some channels work better than others. You’ll probably discover one channel that is the clear-cut best, and one or more that are lackluster.
However, you don’t know which is which – with certainty – until you have data. Testing viable channels and analyzing data to discover your strengths are is the core of the marketing process.
This case study demonstrates how targeting your marketing on the right channels can make a big difference in cost per conversion.
Put Your Marketing Where Your Conversions Are
A Marketing 360® client who sells wholesale glass bottles called their Marketing Executive, Chris. He had a data problem.
Specifically, analysis of their Top Placement Ads (TPA) paid advertising showed the channel wasn’t meeting expectations. They’d refined ads and optimized bidding so the channel converted sales, but the cost per conversion was still too high. The ROI on the channel, overall, wasn’t working out.
Both the business owner and Chris knew that work on a Social Targeting Ads (STA) campaign they’d tested yielded better results. So, they made the decision to shift the budget from the TPA search ads to STA on Facebook and Instagram.
Without an increase in overall budget, they got a 33% increase in orders and 14% drop in overall cost per conversion.
Strong results on both Facebook and Instagram, with an overall 8.30% conversion rate:
The top performer was a dynamic retargeting ad on Facebook, with an awesome 23.14% conversion rate.
And so the marketing work will continue. The ad that’s tanking is on its way out. They’ll transfer the budget to the high-performing dynamic retargeting ad so conversions go up while costs go down.
That, in a nutshell, is what marketing work is all about. Do more of what works and less of what doesn’t.
Put your money where your conversions are.
*Results are based on past client performance. Individual account performance may vary. Results are not guaranteed.
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