Who is our customer
Stream-Labs.com is a professional playout and broadcast monitoring software. They equipped more than 5500 TV channels around the globe. They struggled to acquire new segments and wanted to use paid ads to scale their business.
The challenge
The target market for playout solutions is very narrow and niche related. It’s very hard to expand your business in new areas. Also, broadcasting solution traffic provides a very broad segment, thus generating lower quality leads for sales.
What we did
- Extensive market research in Central Europe, Asia, Africa and other 3rd world countries.
- Build a new campaign structure and foundations from scratch
- Improved custom landing pages to increase the conversion rate and lower CPCs.
- Created ad and landing page content focused on value rather than just features
- Found the best converting countries and eliminated expensive locations
- Found high-intent keyword combinations that generate qualified leads
Creating strong campaign structure for Google Ads
We needed to create an effective campaign structure from scratch. Each set of countries has its own campaign. A huge list of potential keywords is divided into detailed ad groups to increase ad relevance, CTR and decrease costs. We started to see a decent amount of leads coming from our first 30 days.
Changing ad copy and website content focusing on value
Existing content and landing pages were focused on various features, which is not a bad thing at all. We focused our ad copy and landing page content so that every website visitor understands the value from just a few seconds. We started to see better CTRs and time visitors spent on page.
Identifying new high intent keywords for faster growth
We used both exact match keywords to convert and broad match modified to find potential growth opportunities. Many people actually search for broader solutions (e.g. open broadcasting) which are lower quality leads. We carefully analyzed everything people are searching for and found a lot of new high intent keyword opportunities. Now the client is getting at least 40% more higher quality leads.
Improving Linkedin lead generation campaigns
The main challenge – it’s very expensive to generate leads through LinkedIn. How can we decrease the costs and get higher quality leads? First of all, we created a very detailed targeting – managers, technical stuff and people from the broadcasting industry. Then we used lead generation campaigns using LinkedIn forms and put client value propositions first. We generated 7 high quality leads in the first 3 weeks of advertising for almost 40% lower costs.
