A leading employee reward software company partnered with Grey Matter to overcome challenges in its digital marketing efforts. Faced with the need to generate high-quality leads and improve campaign performance, the company sought innovative solutions to align its online strategies with its broader business goals. This case study explores how Grey Matter crafted a tailored approach to help the client achieve measurable results.
TL;DR
A leading rewards platform partnered with Grey Matter to transform PPC performance, achieving a 2,700% ROAS. By optimizing ad copy, implementing conversion tracking, and leveraging seasonal campaigns, Grey Matter delivered measurable growth and improved lead quality.
The Company
A leading employee recognition software company empowers businesses to boost engagement with personalized reward programs, from gift cards to custom experiences. With a focus on trade shows, they aimed to amplify lead generation through digital marketing.
The Challenge
The client wanted to drive conversions while maintaining a low cost per acquisition and generating high-quality leads to complement their trade show efforts. Previous paid campaigns failed to deliver clear ROI, and business constraints restricted ad copy.
The Strategy
To address the client’s challenges, Grey Matter implemented a comprehensive strategy to optimize PPC campaigns for measurable impact. Our team focused on precise conversion tracking, aligning digital campaigns with offline efforts, and tailoring ad messaging to resonate with high-intent audiences while adhering to business constraints.
Rationale: This strategy ensured that every ad dollar was tied directly to measurable outcomes, bridging the gap between offline events and online campaigns while refining lead quality.
Key Actions:
- Implemented conversion tracking for both purchases and Calendly meeting bookings to better evaluate ROI.
- Focused on aligning seasonal PPC campaigns with specific trade show initiatives to drive relevance and lead generation.
- Conducted in-depth research to refine audience targeting and keyword strategies to maximize performance.
The Tactics
Grey Matter executed a data-driven approach, constantly refining campaigns to maximize results.
Seasonal Keyword Optimization:
- Focused on high-intent keywords tied to relevant seasonal and industry-specific messaging, such as National Wellness Month and Nurses Appreciation Week, to capture timely interest.
Dynamic Ad Copy Testing:
- Continuously tested and improved headlines, layouts, and calls to action to enhance relevance and engagement with target audiences.
Retargeting Campaigns:
- Leveraged retargeting for past trade show visitors and landing page users, keeping Reward Builder top of mind and nurturing prospects further down the funnel.
Agile Adjustments:
- Rapidly iterated on designs, landing pages, and campaign elements based on real-time data, enabling quick responses to performance insights.
The Outcome
Grey Matter’s agile, data-driven PPC strategy significantly improved lead quality and conversion rates. By implementing robust tracking and seasonal messaging, the client achieved measurable ROI and scalable growth.
Key Learnings:
- Data-informed strategies ensure ROI and long-term impact.
- Agility and swift execution are critical for success.
