Performance marketing and customer retention for an educational gaming platform
Project
Overview
A gaming-focused educational platform that provides aspiring gamers and content creators with courses and tools to develop their skills. The platform focuses on providing users with industry insights, from in-game tactics to personal branding and influencer marketing, preparing them for success in the competitive world of e-sports.
Performance Marketing
Design Support
Advanced Analytics
Retention Marketing
Content Marketing
Existing campaigns on Google Ads, Instagram and TikTok were missing key elements. Keywords were missing from ad copy, negative keywords were not used, and ads were not optimized for each platform's best practices.
The client was experiencing high cost per lead ($300-$400) for low quality leads generated from all platforms.
The client was struggling to achieve a positive return on investment due to a high volume of low quality leads.
Metriqal conducted in-depth research to identify relevant keywords and audiences across Google, Instagram and TikTok. This helped to target high intent users.
We paused old campaigns and launched optimized ads across all three platforms. We implemented negative keywords, audience segmentation and tailored ad copy for each channel. We used a SKAG structure on Google and implemented creative, platform-specific UGC content on Instagram and TikTok.
Metriqal created dynamic, conversion-optimized landing pages for all campaigns, with specific copy for each platform to increase lead quality and conversion rates.
After refining our client's unique value proposition and channel-specific messaging, Metriqal designed, implemented and managed a robust email nurturing program. This included a welcome series and automated top, middle and bottom of the funnel campaigns. Emails were tailored to the stage of the prospect's journey and included educational content, practical resources and enticing offers.
Results
4.88
ROAS across all channels
68%
Decrease in cost per lead from paid media
160%
Increase in qualified leads
x2.3
Increase in conversion rate (CR2) from nurturing campaigns
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