When we first met with Adam Berke, their CEO, we realized we needed to get to work FAST. Unfortunately, the branding and name change hurt the performance of a great product. Adam and his team needed an agency to understand and fix what was happening with their declining Sign-Up numbers.
We took over performance marketing execution while auditing and fixing all their Sales and Marketing systems, so that we could have unified, trusted reporting.
42's Approach
Facebook, aka Meta, was the primary driver of performance on the Paid Social side.
When we took over the accounts, Charma struggled to get Facebook up and running the re-brand. We hypothesized that during the re-brand and domain migration, some of the Meta Ads technical setup was broken. We dug into the Conversions API setup, Segment Integration, Server Side Events & Browser Events. We eventually rebuilt the tracking with Meta via Segment & Conversions API to get better data resolution, especially with privacy and cookie blockers - browser side events were ineffective.
Paid Social
On Meta, the key activities that helped us:
Implementing CAPI 1st Party Product Data
+CRM dataLookalike Modeling on their best-fit customers
3rd Party Data from LiveRamp / Primer and other vendors based on demographic & technographic fit.
CRO optimized Landing Pages
Balancing Cost Cap bidding with some Target CPA bidding and volume
Paid Search
Before engaging with 42 - Charma had limited success with Paid Search as a channel for driving signups and acquisition.
Integrated Segment with Google Ads
Setup product events as primary conversion events.
Keyword & Topic deep dive
Keyword Portfolio of relevant high-volume keywords focused on commercial intent.
Built Webflow landing pages that were direct response focused.
Optimized Campaign Structured with Device Bidding Day-parting to reduce wasted spend.
Testing eCPC, Target CPA, Max CPA and Max Impressions bidding.
Highly engaging Ad Copy relevant to Charma and search intent resulting in higher CTR & relevance scores.
Creative
Creative testing on visuals, formats and the pairing with different copy - we structured a testing backlog to see what sort of ads (video, static or carousels) performed better, and what angles.
We build landing pages in Webflow to try long form vs short form and different persona-based landing pages to optimize for conversions.
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