The Challenge
Sentric Music Platform, a top-tier SaaS solution for musicians and songwriters, was facing two key challenges. While their PPC campaigns were generating traffic, conversion rates weren’t hitting the mark. At the same time, they wanted to reconnect with users who had signed up but hadn’t engaged for over 60 days.
Our Approach
We took a well-rounded approach to this campaign, focusing on both the PPC account and key landing page improvements. To make the most of Sentric Music Platform’s existing audience, we also tapped into their CRM data, using Customer Match to re-engage users and boost conversions in this specialised market.
Customer segmentation exercise
By segmenting customer data into separate cohorts, we were able to tailor our advertising to specific audience groups based on their common attributes. This allowed us to really laser-target the right message to different audience types.
PPC account rebuild across all adverts
The team completely rebuilt the PPC account from the ground up in order to calibrate the campaigns for maximum performance. This included new campaigns and campaign types along will a complete refresh of the ad copy/banners and keywords.
Dynamic retargeting based on segmentation
We implemented dynamic retargeting with tailored content for segmented audiences.
Deploying RLSA and Customer Match
Two highly effective tactics included using first-party data via Customer Match, plus retargeting data via RLSA, which sought to re-engage previous visitors and customers back into the conversion funnel.
Display remarketing to reach new audiences
Budget was also allocated towards display advertising, aimed at generating interest in the brand from new audiences. Taking the target industries from the client, we calibrated this with the types of publications the display ads were being shown on.
Refreshed landing pages based on segmentation
We updated landing pages based on segmentation for improved conversions.
The Results
By fine-tuning Sentric Music Platform’s PPC strategy and running a targeted re-engagement email campaign, we helped them overcome key challenges. Our focus on improving the user experience and reconnecting with inactive users didn’t just lift conversion rates—it also gave their revenue a real boost. This case study shows how smart, well-timed marketing can make all the difference in getting a SaaS music platform back on track.
