About
iPlum brings a separate business line right to your personal mobile phone. Loved by thousands of professionals in the healthcare, real estate and financial services space. It acts as a full featured distinct business line with its own calling, multimedia texting, recording, mobile-phone-system for on-the-road professionals and employees. They had been working for quite some time with a general marketing agency, which helped them on many fronts (PPC, SEO, Email). Finally, they had a very healthy number of website visitors each month.
The challenge
They had been working with a general marketing agency covering many aspects of their marketing strategy. Whereas such agencies certainly provide value, there were many things that we noticed after the audit that led to their budget being wasted. CPCs were about $20 when we took over, CTRs at about 0.6x the benchmark and conversions had dried up completely.
What we did
During month 1 we focused on the changes that would make the most immediate impact. We changed the bidding structure, refreshed the creatives (which had not happened in 6 months) and put much more emphasis on the warm audience. After these changes we built out the account during Month 2 & 3 and started the management process.
Results
Costs per Click decreased by 77%. This was an instant boost to ROI for them. Secondly, refreshing the creatives increased CTRs, which went to about 1.1x the benchmark within a month (Double from what they experienced before working with us). Finally, Customer Acquisition Costs dropped from over $2430 to $676 (72%). And our objective for the next few months is to optimize this even further by bringing it down to below 500 USD!
