Helped Visme to get 266% more paid customers

The challenge

Long back in 2020, The Visme team needed to scale its google ads campaigns. Every time they tried to increase the spend of campaigns, CPA increased significantly to a level it’s not profitable anymore.

A lot of conversions from paid ads were students with low LTV who used the product for a couple of months and then canceled. That made it difficult to work with positive ROI and therefore scale and grow the account.

CPCs for high intent keywords were high and getting sustainable CPAs with current conversion rates were quite difficult.

The Visme team wanted to free their hands and focus on channels that drive significant growth like brand and organic and let someone with experience manage PPC accounts.

The solution

Restructuring Google Ads account for relevance

The old structure and broad match brought a lot of branded traffic and purchases from Visme’s own band, making non branded, incremental sales CPAs very expensive.

• We have created a strong keyword - ad group structure making sure that people who are looking for our keywords will get relevant ads and will land on the relevant landing pages.
• We use exact + phrase match keywords for every topic making sure we get high quality traffic that is more likely to convert.
• Added branded search as negative keywords to make sure the vast majority of Visme paid conversions are not people looking for their brand or users that want to login.

This approach helped us to increase the relevance and get maximum quality scores 10/10 - decreasing our cost per click and getting more high quality users to sign up.

And made search queries very relevant to the ads and landing pages, making sure only high intent users who are specifically looking for Visme’s product click on our ads and convert.

Going after higher LTV business use cases

As the majority of free trials and purchases were students with low LTV, we needed to change the strategy and get more business users that will stay longer with Visme.

Instead of focusing on keywords that attract students, we did numerous brainstorming sessions with Visme and came up with business use cases and keywords that:

• have higher LTV over years
• Are businesses that want to create visual content
• Have higher organic conversion rates

That strategy helped Visme to increase revenue from paid trials, therefore increasing ROI without increasing CPA.

As a result, Visme got more business customers. We got less total signups, but 154% more of these signups were converting to paid customers.

Increased conversion rates with custom landing pages

CPCs for high intent business use case keywords were getting higher and we needed to increase our visitor to paid conversion rate. We decided to implement custom landing pages to double our conversion rates and get more paid trials before scaling.

We’ve built custom landing pages for every keyword topic, increasing relevance and user experience.

• Above the fold relevant to search query
• Strong value propositions
• Social proof high on the page
• Benefits driven language - what is the end result
• Removed navigation and all distractions
• Only one goal to sign up
• Short - a few scrolls.

That landing page template increased our conversion rates to record levels, sometimes even double from what we see using standard pages. That resulted in:

• More conversions for the same ad spend
• Lower CPA
• Scaling profitably

Scaling while controlling CPA and ROI

We were scaling PPC accounts gradually month over month, year over year making sure our CPA and return on ad spend stays in control - avoiding to double our budgets and resetting campaigns.

Applying target CPA

Adding target CPA allowed us to decrease our cost per acquisition during peak months and protect Visme from high acquisition costs during off season months. Day to day, week to week management made sure CPAs stayed on target while scaling and growing year over year.

Revenue based bidding

In order to scale profitably, you need to focus on the revenue that comes back from paid campaigns. To get more conversions and grow year after year, we decided to focus on revenue instead of cost per conversion unit.

Our team helped to:

• Send revenue back to our PPC campaigns
• Understand what keywords and campaigns drive the most revenue
• Scale campaigns that bring higher conversion value

That allowed Visme to bid higher on business use cases that drive higher tier plans and yearly subscriptions.

Results

Right now PPC is driven by a consistent amount of paid trials and adding up to MRR every month.

The strategies implemented by the Camel Digital team allowed Visme to scale, grow paid trial conversions every year:

• 27% more paid trials year over year
• 44% lower acquisition costs since the beginning
• 1.5x times higher conversion rate from signups to paid customers.
• Hundreds of new customers per month