Sentric Music PPC Case Study: More Sign-Ups, Re-Engaged Users

Sentric Music’s PPC was generating traffic, but not conversions, and a large group of registered users had gone quiet. Two problems, both solvable with the data they already held.

Sentric Music is a music publishing platform for independent artists and songwriters that handles worldwide royalty registration and collection.

Industry

SaaS

Services

Pay Per Click

The Challenge

Traffic arriving, conversions falling short

Sentric Music Platform serves musicians and songwriters, a specialised audience where broad targeting wastes budget quickly. Their PPC was bringing people to the site, but the conversion rate wasn’t where it needed to be.

The second problem was less visible. A substantial number of users had signed up and then not engaged for over 60 days, people who had already chosen the product once and simply stopped using it. Winning them back was cheaper than acquiring their replacements.

Customer Segmentation
PPC Account Rebuild
Refreshed Landing Pages
Dynamic Retargeting
RLSA and Customer Match
Display Remarketing

%

increase in new accounts created

%

of dormant accounts re-engaged

%

blended reduction in CPA

Our Approach

Segmentation first, then everything built around it

We started with the client’s own CRM data. Segmenting it properly determined how the account was rebuilt, what the ads said and where the landing pages sent people.

Customer Segmentation

We split customer data into cohorts based on shared attributes, so messaging could be targeted to each audience type rather than averaged across all of them.

PPC Account Rebuild

The account was rebuilt from the ground up: new campaigns and campaign types, plus a complete refresh of ad copy, banners and keywords.

Refreshed Landing Pages

Landing pages were rewritten against the segments, so the page matched the promise that brought each group there.

Dynamic Retargeting

Retargeting served tailored content by segment rather than the same creative to everyone who’d visited.

RLSA And Customer Match

First-party data through Customer Match and retargeting data through RLSA brought previous visitors and dormant customers back into the funnel, usually the most efficient audience available, because they’d already shown intent.

Display Remarketing

Display budget was aimed at new audiences, calibrated against the target industries and the publications those audiences actually read.

Let's Work Together

Gareth Hoyle

Managing Director

The Results

New sign-ups up, dormant users back, blended CPA down

The rebuild and segmentation work lifted conversion rates on new acquisition, while Customer Match and a targeted re-engagement campaign brought a significant share of dormant accounts back into active use.

Reactivating an existing user costs a fraction of acquiring a new one, which is why the blended CPA fell rather than simply holding steady while volume grew. For a SaaS business, that’s the difference between buying growth and improving unit economics.

%

increase in new accounts created

%

of dormant accounts re-engaged

%

blended reduction in CPA

Hear It From The Client

“We have loved every minute of working with our team at Marketing Signals. From the ideation sessions to actually delivering commercially on what they say, I can’t fault them.”

AR

Abbey Rowe

Featured Work