The numbers
230K
in sales pipeline
258%
more more trials
78%
lower acquisition cost
The challenge
The vast majority of signups Tisane was getting from their Google ads were not real, gmail, yahoo addresses, and spam. There was a lot of traffic that seemed cheap at first but the quality was low.
People who signed up didn’t use the product and didn’t come back. Broad match keywords brought very generic or irrelevant search queries with low chances to convert. That made acquisition costs high and it was not possible to grow and scale with PPC.
The solution
1. Removing spam and low quality
After doing a careful account audit, we identified exact reasons behind low quality clicks and spam leads. We removed display extensions, irrelevant placements, search partners, and even mobile traffic. ( it’s hard to connect API and moderate content on mobile).
These placements were using almost all ad spend and google search got little clicks left.
2. Going after solution aware keywords
Together with the Tisane Ai team, we’ve come up with searches signaling strong intent - technical people looking for “content moderation api.” When someone needs an API - that means people want to moderate content and connect their data sources.
3. Restructuring search campaigns for relevance
We structured campaigns based on search intent and topics. Added exact and phrase keywords into each ad group for every solution. This setup removed low quality traffic, spam trials, and reduced our cost per signup significantly.
That helped us to deliver relevant messaging: ad was matching the keyword. Also, the ad was showing core benefits and value propositions specifically for our target audience.
4. Creating conversion focused landing pages
Camel Digital team created conversion optimized landing pages to get more trials and opportunities for the same ad spend.
Our landing pages are answering the search query, making user experience relevant. They speak of benefits to Tisane’s ideal customers. Graphics showcase how Tisane solves content moderation problems - aimed at technical people.
That helped us to increase conversion rates and significantly reduce signup acquisition costs.
The result
A significant improvement in the quality of trials. Tisane AI is getting real signups, more of them use company email addresses, and engage in conversations with the team. That helped to generate more opportunities for sales:
- Adding $230K ACV to the pipeline
- Decreasing acquisition costs by 78%
- Getting 3x more signups
- Improving the quality of leads
We started getting more signups and clarity about what drives the outcomes. Pavels and his team are highly skilled and responsive. They are always willing to learn about products and services they are not familiar with, and research as much as required. Perfect work ethic.
