The Goal Before Obility, Kong had a well established PPC program with a large number of assets including multiple eBooks, Webinars, and a Demo. The problem was the Google Ads account was structured in a way that didn’t differentiate keywords by customer intent. They were paying the same amount for clicks on keywords that convert […]
The Challenge Marketo was focusing efforts and spend on driving leads. Therefore, a large amount of spend was being attributed to the campaigns that drove the highest number of leads but we were unable to determine if those leads were actually turning into real opportunities. Obility, at the end of Q2 2016, started tracking Pipeline […]
The Challenge Answer Boxes have become more and more prominent since their launch in 2013. At first Answer Boxes were mostly triggered by landmarks, sports or dates queries but now most questions queries will return an Answer Box. As a consequence, most Answer Boxes are already claimed and Obility needed to not only identify natural […]
The Challenge Apttus was blanket targeting the entire U.S. with a “Win A Trip” campaign on Facebook for its conference in the Bay Area. Obility, during our day-to-day campaign optimization, noticed that California was driving the largest amount of conversions but also had a much higher CPA than all other states being targeted. Since it […]
The Challenge Obility + Offerpop’s paid search efforts initially focused on promoting whitepapers, look books, and guides. The content performed very well, generating a high volume of conversions at an efficient cost. The issue with this tactic was that the prospects downloading the content did not fall within the ICP for Offerpop. Obility needed to change […]
The Challenge An integral part of Rosetta Stone services is providing comprehensive language solutions to K-12 classrooms. Rosetta Stone was looking to increase volume and diversify MQL production within our current paid search campaigns for the Education vertical. Initial roadblocks included: Paid search campaigns were not previously segmented by vertical. Business & K12 campaigns fell […]