Data & A.I. Platform
Blackbird PPC managed this data intelligence platform for five years. Thanks to relentless ad testing, full-funnel measurement, and best-in-class dashboarding, Blackbird PPC was able to augment growth with quality responses.
8X
MQL Volume
6X
Ad Spend
Challenges
●Needed to hit aggressive growth goals while maintaining efficiency
●Lead quality variability across channels and ad formats made it difficult to gauge bottom-of-funnel performance
●Ad platform and CRM tracking configuration did not allow for accurate cost and response attribution
Solutions
Asset Diversification & Testing
By identifying key growth areas for specific asset types (eBooks, whitepapers, live webinars, events, trials, etc.) Blackbird was able to increase qualified lead volume, with greater efficiency, through an improved user experience that serves the most relevant asset to users at all stages of the marketing funnel.
●Number of active assets and ad units has doubled every year for last three years, greatly improving the mid-funnel nurturing stage
●Systematic ad testing across platforms, geos, personas, audiences, and funnel stage has improved CTR and mitigating costs
●Regional-specific assets have broadened reach to 40+ countries in Europe and Asia
Among other metrics, frequency and impression share data points are used to estimate room for growth across campaigns, which is critical for staying away from low marginal returns at scale and ultimately driving performance.
Data Consolidation & Lead Quality Evaluation
In order to capture as many qualitative data points as possible along the user journey, Blackbird has focused on connecting the dots across multiple data sources:
●Engagement metrics from web analytics
●Creative performance from ad networks
●MQLs (Marketing Qualified Leads) and opportunities from the client’s CRM
As a result, all ad spending can be attributed to specific CRM campaigns, and all CRM leads and opportunities can be attributed to specific paid media campaigns.
Built-In Optimization Logic
Consequently, budget allocation across paid media campaigns and assets reflects both historical full-funnel efficiency and current room for growth, allowing for an optimal media mix.
Optimal Media Mix Based On Marginal Efficiency
Understanding the elasticity between ad spend and MQL and opportunities is at the core of Blackbird’s methodology. Based on historical data points across channels and categories, Blackbird can measure and identify opportunities based on marginal efficiency:
●Campaigns with low marginal efficiency, indicating high incremental cost and low incremental MQLs/Opportunities
●Conversely, campaigns with high marginal efficiency, indicating efficient room for growth
Results
Spend gradually increased 6x
MQLs increased 8x, indicating both efficiency and lead quality at scale
