Challenge
After launching a new website in 2022, ScriptRunner found itself in a unique predicament. Despite having a healthy marketing budget, it was not struggling to spend it effectively. The website was fully operational, but SEO traffic was not growing at a satisfactory pace. Additional exposure was required, as the company was no longer benefiting from the traction of the Adaptavist Group now it was its own entity. Despite the success and quality of ScriptRunner products, scaling up the marketing spend was a struggle, leading to stagnant impressions and clicks for almost a year.
Solution
Brew Digital developed a funnel-based strategy for ScriptRunner that focused on Awareness, Consideration, and Conversion. This involved selecting three platforms (Google Ads, Facebook Ads, LinkedIn) for campaigns, targeting audiences based on account type, company name, job titles, and website interactions, and creating ad creatives and messaging that resonated with the target audience.
The campaign kicked off with video ads optimised to reach and convert selected audiences on Google YouTube, Meta, and LinkedIn. Once the awareness video was live, traffic was directed to a dedicated landing page, and as preferences were collected, ads showcasing different products were shown in specific placements.
The journey culminated with targeted search ads for users who looked for specific keywords, directly driving traffic directly to the product landing page. Throughout the campaign, Brew Digital used various tools to monitor and optimise performance, and successfully overcame several challenges such as unwanted traffic, unexpected location, fluctuation in CPC, disapproved ads, struggles in reach, and ad fatigue.
Results
The first year saw a substantial increase in upper funnel impressions across Awareness campaigns, with platforms such as Google Ads YouTube, LinkedIn Video Ads, and Meta Video Ads seeing a 150% increase. This growth continued into the second year, with an incredible 350% increase in impressions. This surge in impressions signifies a successful reach and introduction of ScriptRunner to potential customers, a crucial step in the marketing funnel.
The latter part of the funnel also saw significant growth. The bottom funnel traffic across Conversion campaigns, which included Google Ads search and Display, LinkedIn Static Ads, and Meta Static Ads, increased by 101% in the first year. This growth skyrocketed in the second year, with a staggering 2688% increase. This surge in traffic was accompanied by a 93% increase in conversions in the first year, a figure that was matched in the second year with four months still to go. These conversion figures represent a successful culmination of the funnel strategy, converting the increased traffic into actual product downloads and licence purchases.