After a year of massive growth in 2018, the unicorn data warehouse startup, Snowflake, set bolder goals for 2019. Together, Obilty and Snowflake worked hand in hand to ensure efficiency continued to improve while also focusing on global expansion and responsible management of growing (4x) digital spend.
Success was accomplished using a three-pronged Paid Search strategy:
Segment campaigns by regions and addressable audience
Campaigns were segmented by addressable markets across NA, EMEA, LATAM, and APAC. Within these regions, countries were then pared down to either Tier 1 or Tier 2 based on economic maturity and market size. This approach allowed budget allocations beyond region, but also by expected results.
Leverage Google Ads automation to maintain efficiency at scale
We were able to enhance our capabilities to target the right users at the right time by leveraging Google’s online user behavior data including search intent, predicted time to conversion, and users in-market. An experiment was run using remarketing campaigns and Google’s automated bidding to find the most profitable Target CPA. Results identified a solid target CPA and were leveraged to scale the test across all display campaigns.
Continuous offer and landing page testing to deliver above average conversion rates
Shortly after launching the new structure, we added remarketing, focusing our audiences on high value pages (instead of just using all site visitors). By looking at the initial cost/conversion data, we quickly discovered our top performing assets and swapped out lower performing assets with assets that drove higher conversion numbers. Later we segmented the campaigns by geographical region in order to move budget more aggressively to areas that performed better.
These combined actions have had tremendous positive impact on the performance of digital marketing campaigns. Conversion increased a staggering 24x, cost per conversion dropped by roughly 80%, all while budgets increased 4x year over year. As these front-end conversion metrics have experienced a significant lift, we also found improved conversion to pipeline and revenue: Cost per opportunity is down 86% and opportunities influenced is up 27x.
Snowflake offers a cloud-based data storage and analytics service, generally termed “data warehouse-as-a-service”. It allows corporate users to store and analyze data using cloud-based hardware and software. Snowflake runs on Amazon S3 since 2014, and on Microsoft Azure since 2018 It is being rolled out on Google Cloud Platform in 2019. Its Snowflake Data Exchange allows customers to discover, exchange and securely share data. In October 2018, Snowflake raised another $450M in a massive round of financing raising the pre-IPO valuation to $3.5B. Visit their site. Visit their site.
We have one purpose: help B2B companies generate demand and increase revenue through online marketing. Located in Portland, Oregon and founded in early 2011, we’re a fast-growing agency with a global client base ranging from early stage start-ups to multinational enterprises. Our focus is on B2B companies and we’re proud that our growth has been due primarily to client referrals.