Animas wanted to build brand awareness, drive users to sign up to their free introductory day and take direct bookings for their high-end coaching courses. Bringing together search, display, remarketing and social, we embarked on a quest to build and optimise high performance, cross-channel marketing campaigns.
Animas® delivers integrative and psychologically-grounded coaching courses for new and established coaches who want to take their skill to a deeper level. A ground-breaking company that are literally shaping the future of coaching philosophy, practice and impact through events and online discussions worldwide.
Animas already possessed well-established search campaigns, so we conducted deep analysis to uncover potential opportunities. As is so often the case with clients, we decided that considerable restructuring was required to improve performance and set the foundations for future expansion and optimisation. Taking advantage of existing conversion data, we created Alpha / Beta campaigns with a highly granular structure. New expanded text ads were created across the board. This new structure coupled with extensive optimisation work reduced our client’s CPA by a massive 55%.
After investigating the time lag report in Google Analytics, we discovered that only 58% of users converted within one day. This highlighted the importance of remarketing and keeping Animas top-of-mind during this critical decision making period. Tapping into potential clients’ emotional triggers, we tested multiple ad messaging and audience variations. Over time it became obvious which combinations of imagery and messaging appealed most to Animas’s target audiences. The remarketing campaign proved to be an absolute success, driving conversions below our CPA target. Additionally, view through conversions expanded the reach of our client’s overall marketing efforts, supporting brand awareness and direct conversions.
Within a mere 30 days, we delivered the following,
36%Increase in CTR
32%decrease in CPC
85%Increase in Conversions
41%decrease in CPA