Thrive Services Used
Social Media
Advertising
Pay-Per-Click (PPC)
Advertising
Project Overview
Thrive Internet Marketing Agency was tapped to manage the paid advertising campaigns of a popular jewelry subscription company in the United States. The client needed help increasing its monthly purchases while maintaining or decreasing its current cost per acquisition (CPA) of $3.55.
Within the first month of the partnership, we saw a 66% increase in purchase actions and a 5% decrease in CPA. Additionally, our digital marketing team has helped the client expand its market into the U.K. and Canada, generating more purchases month-over-month (MoM).
The Results
+66%
Purchases
-5%
Cost Per Acquisition (CPA)
+91%
Adds Payment Info
+106%
Conversions
Starting with this client in Q4 has been a challenge due to increased competition, seasonality and rising costs on advertising platforms. Some of the targeting options that would typically be successful had high CPAs, so we’ve had to be extremely agile and attentive to ensure any changes we incorporate don’t contribute to an increase in CPA.
Our social media advertising and PPC marketing teams established budget and bid rules to slowly scale the company’s ad spend. We’ve also incorporated retargeting campaigns and tested various creative ad formats, list targeting and messaging to increase conversion rates while maintaining or slightly lowering its cost per purchase:
Social Media Advertising Results
- Impressions: +88%
- Cost Per Click: -21%
- Landing Page Views: +87%
- Cost Per Add Payment Info: -16%
- Cost Per Landing Page View: -15%
- Cost Per Purchase: -5%
Pay Per Click Marketing Results
- Impressions: +17%
- Clicks: +95%
- Average Cost Per Click: -69%
- Conversions: +106%
The Execution
To achieve the client’s goal of increasing purchases quickly while also strategizing for longer-term success, we performed an extensive account audit and presented several opportunities for scaling on a 30/60/90 day approach.
Our paid advertising strategies involved:
- Scaling budgets and bids
- Adding UTM parameters for better tracking within Google Analytics
- Eliminating high rates of overlap in various campaign audience targets
- Adding video campaign with general interest audience
- Adding video views audience into retargeting
- Testing various lookalike audiences, holiday interest targets and themed creatives
- Incorporating customer testimonials on landing pages
- Crafting more descriptive ad copy
