First, the CDE analytics integration team built in tracking infrastructure to help track conversions across the funnel to form a foundation for quality data to be used on Facebook and Google. This included integration of Google Analytics, Google Tag Manager, and Crazyegg to track full funnel performance.

The CDE Paid Social and Search teams worked together to develop a consistent, well-targeted and brand-rich campaign cadence. To increase acquisition traffic and drive new sales and overall growth, the Google team used segmented search to target both high buying intent keywords and competitors. Our search team worked alongside our creative team to create dedicated landing pages that spoke to eclincher’s specific advantage versus our competitors.

The Facebook team focused on developing re-targeting funnels that re-engages the users who are in market and entered our ecosystem. Those ads emphasized on value propositions that weren’t as thoroughly addressed on our landing pages. In addition, we used the integration of our facebook pixel to create lookalike audiences around our higher value customers to target cold audiences that are more likely to yield a higher return.

In addition, our team integrated conversion tracking with capterra to help manage where ad spend should be most efficiently spent and choose what product categories to spend most our ad spend in.