PPC, Paid Social & Creative.

Strategy & Execution

With this being a product for a very specific audience, the biggest challenge for us was the detailed targeting needed to reach relevant buyers. We worked with the client to create different buyer personas that we could use to build audiences using Meta's targeting capabilities. Whilst the brand had been running ads previously, the targeting was limited with many buyers being grouped together. We recognised from discussions with the client that each buyer would have different pain points, meaning different KPIs might resonate more than others. From this, we implemented our targeting in a way that would allow for testing and learning as well as driving overall results. We aimed to transition to the new structure steadily so as not to affect the account too much, which often limits results as the account re-enters the learning phase.  

At One Day, the team works closely together, a relationship especially important between the social and creative teams. Once we had gained insight into the different audience's responses to the different aspects of the brand, we created ads unique to each audience that championed KPIs unique to their needs. This separation of audiences gives us granular control over creative, as well as allowing us to adjust to the differing seasonality of eachindustry.

Results

From onboarding the client in the start of November, we have seen a decline in the cost per lead, highlighting the impact and need for a well-planned structure, from campaign level down to creative.