Using insights from audience data to fuel PPC success for video marketing platform, Pictory
The Project
Pictory makes video marketing easy with a simple-to-use platform that’s packed full of features. The video marketing software helps content creators automatically generate short, highly-shareable branded videos from long-form content. Pictory partnered with the Brains to develop a data-fuelled PPC strategy that would drive both free sign-ups and account subscriptions.
The Pictory team came to us with some really great data insights, and so we were able to get the campaign off to a flying start. We kept up that momentum throughout the optimisation process, crafting tremendously successful paid search ads that continue to generate results.
Iva Ivanova
Project Summary
- Pictory came to The Brains with a fantastic understanding of their target audience and a clear idea of what they wanted to achieve.
- With a free trial to allow users to test out the product, we had to be sure that our campaigns would not only drive people to sign-up, but also reach the kind of users who would go on to purchase a subscription.
- Our data-driven PPC campaigns have hit all the key markers for success since launch, from driving traffic to site, to converting trial users to a full subscription.
Comparing their first quarter activity to the second quarter, our client has seen…
Increased traffic to site by 190%
A 27% increase in CTR
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Our Objectives
Key Results
79% increase in leads at a 94% CPL decrease
35% increase in paid subscriptions at a 69% CPS decrease
Project Story
1.
Pictory came to The Brains with a strong existing Google Ads account. It was up to us to take advantage of more holistic strategies in order to maximise ROI.
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Following our first quarter of testing and updating the campaigns, we were able to take those learnings and supercharge results in the next three months. Our Brainy PPC team tested out new campaign types, created new campaigns and executed a range of bidding, audience and ad copy optimisations.