Scaling paid media programs is challenging for organizations given the quick experimentation and the bandwidth/workload an in-house or single consultant can execute.
Enzuzo had previously hired a consultant that helped them set up their paid media campaigns successfully. However they needed more bandwidth and experience so it was much more helpful for them to partner with an agency.
42's Approach
Search Ads were the primary driver of performance on the because of the large number of people looking for cookie banners, GDPR compliance and general compliance tools post GDPR / California Privacy Law and other regulations.
Before we dove into keywords and campaigns, the 42 team did some market research to determine which type of compliance queries and segments would be the best customers for Enzuzo.
Paid Search
Before engaging with 42 - Enzuzo had not explored paid search as a performance channel
Launched Category Campaigns for Commercial Intent
Launched Competitor Campaigns for problem aware prospects
Dynamic and Smart Bidding with eCPC to lower cost per activation
Keyword Portfolio of relevant high-volume keywords focused on commercial intent.
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
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.
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