Results speak louder than words!

In this article we will highlight how we worked with Investors.com (IBD) aka investors business daily PPC account to help them achieve their goals. 

The goal: Increase subscription based service customers on PPC or paid digital marketing efforts, revenue to the wide variety of services that IBD offers. They offer Market smith(now market surge), IBD Live, Leaderboard, Swing Trader and IBD Digital.

The real life scenario:

I came aboard to this account that was already built out well, no need for huge reorganization, tracking in place for leads and conversions. Values in place for conversions for proper value assessment on our efforts as well as Adobe analytics. 

Multiple ads accounts per service offering, segmentation was great, clean and clear data attribution. 

Plenty of traffic and audiences accumulating data which was very refreshing to see!

Through strategic planning and optimization was going to be key. 

The plan:

After reviewing/auditing all things they had tried already campaign types and strategy wise. 

We determined that we should deploy a few strategies in this account for additional growth. 

1. RLSA(Remarketing List Search Ads. They already had some display campaigns with HTML 5 creatives and display banner image ads, but leveraging the non converters, time on site longer than the average as those are a couple high intent audiences to target that have intent to convert, just hadn’t previously and indeed they did convert!
2. Cross selling + Upselling. We noticed that many people were only signed up for one product or service so they were a bit silo’ed as far as the AOV. We then deployed several RLSA campaigns targeting the audiences of one product to another product to leverage existing 1st party data to up and cross sell the other products to the existing client base since they might have been aware of those products, but we needed to remind them that there is value in the other products they offer and they should try them. 
3.  Messaging. By leveraging the RLSA strategy, we need a hook and focus on those hooks in our ad copy to gain traction for those potential customers to bite! The saying goes if the fish aren’t biting your lure or bait, might be time to switch it up so that is sort of what we did. Regular offers don’t tend to resonate or give a reason for people to bite so sometimes creating a new offer or just fine tuning in the existing ad copy was key!

In short, we were able to raise the subscriptions to 80% of revenue and we got an article to put these results on blast! https://digiday.com/media/ibd-grew-subscriptions-80-revenue

Summary: While my name, or the agency at the time I was working for wasn’t specifically mentioned, we digital marketers rarely get the credit of our efforts but the fact that I was the driving force behind these results was a profound moment in my long career that made me feel very proud as sales techniques throughout the years don’t change much from physical to digital. One just has to think outside the box that the various platforms place you in to think, how can I achieve this desired result? Creativity is one strong suit in our wheelhouse and if you’re struggling to get more results, maybe you should reach out!

Contact us today to see how Positive Digital Footprint can help your business today!