The Challenge
Sentric Music Platform, a leading SaaS solution for musicians and songwriters, faced a two-fold challenge. Their PPC campaigns were not delivering the desired conversion rates, despite driving traffic. Additionally, they wanted to re-engage users who had signed up but had remained inactive for over 60 days.
Our Approach
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.
