Background:

The case study focuses on a set of digital advertising campaigns run by a company, presumably named 'Expert Press' that specializes in IT-related services and consulting. The campaigns appear to be aimed at increasing visibility and engagement through various strategies such as search, retargeting and thought leadership.

Objectives:

• To increase the number of quality leads (SQLs and MQLs).

• To optimize the cost per conversion.

• To maximize the overall conversions from the campaigns.

Strategy:

The company employed a variety of campaigns with different daily budgets and bid strategies, including:

• Maximizing conversions.

• Maximizing clicks (for retargeting campaigns).

The campaigns were run across different platforms with varying objectives such as 'Search,' 'Display,' and 'Discovery.'

Analysis:Campaign Performance Metrics:

• Clicks: The campaigns collectively generated 1.04K clicks over the period.

• SQLs & MQLs:

  • SQLs (Sales Qualified Leads): There were 5 SQLs, indicating high-intent potential customers.

  • MQLs (Marketing Qualified Leads): There were 18 MQLs, indicating leads that have shown interest but may not be ready to buy.

• Cost Metrics:

  • Cost per conversion is $74.52.

  • The total cost of the campaigns was $4.32K.

Detailed Campaign Data (from the third image):

• The 'Discovery - Retargeting - Expert Press - IT' campaign had the highest number of impressions (1,897) but a low conversion rate (1.92%).

• The 'Get Featured In - Expert Press - IT' campaign had a much higher conversion rate (15.79%) and contributed to a significant portion of the conversion value ($34.50 out of $287.33 total conversion value).

• The 'Search - Articles - IT' campaign showed a good balance of a high number of impressions (1,863), a fair conversion rate (11.95%), and a substantial conversion value ($132.61).
  

  Conclusions:

  • The campaigns have succeeded in generating a significant number of leads at a reasonable cost per conversion.
  • The high conversion rate in certain campaigns suggests that targeting and ad content were effective for those segments.
  • The varying performance across campaigns indicates that while some strategies were effective, others may need optimization
    
    Recommendations:
  • Campaign Optimization:
    • Allocate more budget to the 'Get Featured In - Expert Press - IT' and 'Search - Articles - IT' campaigns, given their high conversion rates and values.
    • Review the 'Discovery - Retargeting - Expert Press - IT' campaign to improve conversion rates, potentially by tweaking the ad copy or landing pages.
  • Cost Management:
    • Continue monitoring the cost per conversion, aiming to reduce it further through better targeting and ad optimization.
  • Lead Quality Evaluation:
    • Further assess the quality of SQLs and MQLs generated to ensure that they are translating into actual business opportunities.
  • Retargeting Strategies:
    • Enhance retargeting campaigns to improve click-through and conversion rates, which may involve creative testing or retargeting list refinement.