Pepper Content witnessed a 100% increase in their Sales Pipeline on a MoM basis via our custom PPC blueprint

Pepper Content is a content marketing platform that helps brands get up to speed with the ever-growing content requirements. Pepper Content is designed primarily for businesses to build their dream content team and manage the requisites accordingly. Pepper Content approached TripleDart about a year ago to manage their Paid Marketing efforts.

The ultimate priority for Pepper Content was to fuel their sales pipeline with qualified SQLs at a minimal ad spend. TripleDart kicked off with a brand audit to identify the hiccups in the existing strategy. Based on this, our PPC ninjas deployed a multi-branched strategy to fix the leaks. This includes measures like Optimizing the Landing Pages, deploying automated bidding over manual, bucketing the keywords to improve conversion and launching RLSA campaigns to retarget the ToFu leads. Through such strategic enhancements, the paid marketing team at TripleDart successfully reduced the CPL for SQLs from $300 to $180 within a span of one quarter.

Problem:

To reduce the CPL while still leveraging qualified leads (SQLs). We had to identify the funnel leaks on the current approach by auditing the campaigns that were live and tweak them accordingly besides adding new ad groups to leverage the desired results.

Challenges:

The problem statement mentioned above was further broken down to corresponding challenges encountered

• Maintain account hygiene by identifying the non-performing ad copies & keywords and removing them
• Deploying a conservative approach to add more fuel to the ToFu leads was taxing due to the dispersed strategy followed.

Strategy :

Based on the Problem Statement and the challenges identified, the TripleDart team sketched multiple quick fixes and long-term solutions to achieve the goal of increasing qualified SQLs at minimal ad spend. This includes,

• Running a thorough SQR on data from the previous two quarters to add negatives
• Optimized the Landing Page for better conversions and added an additional layer of questions to improve lead quality
• Moved the campaigns to automated bidding to better management
• Keyword insertion was deployed for better CTR in exact match campaigns
• Keywords mapped were further bucketed to exert focus on conversions
• Prioritized Keyword Strategy to bring in high quality leads
• Launched RLSA Campaigns to retarget the leads

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