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Hi Mori, thanks for taking the time to read and comment.
The 50% ROAS was based on direct pipeline increase in San Francisco during (and three weeks following) the campaign. We have also had qualitative feedback on the campaign by customers and a few job candidates in Oct & Nov who said that they heard of us via the campaign. In all honesty, we have not yet quantified that feedback. However, awareness with prospects, customers and job seekers was one of our goals. All in all, I will say we received a lot of positive and meaningful exposure across all our objectives, so I am satisfied with how the campaign turned out (keeping in mind that the investment was significant given the size of our marketing budget).
Fascinating post, Alex! Well done on the campaign, and appreciate all of the insights shared.
How did you land on the estimate of 50% ROAS from BART ads? Would you qualify the campaign as a successful investment of time and budget (taking into account engagement and recruiting)?
Appreciate you taking the time to answer.
Interesting case study- haven't heard of too many companies like Chartio doing things like this. Good to hear good things came from it.
Hi Benji, thanks for taking the time to read the post and dig deeper. Some answers below.
1. The campaign was not tied to one specific CTA or promotion, as it was more around raising awareness & telling our story with prospects, customers & job seekers. But yes, the idea of a specific URL for a specific CTA does make a lot of sense.
2. Correct, the increase in trial signups came in SF, which is a good indication of causality.
3. I think metro advertising works for B2B assuming there is a good concentration of target companies in the area. If the only objective is to get to cheaper demand, you are right that there are better alternatives for that.
4. Yes, it did, though in all honesty, we have not tracked every single trial end-to-end yet.
So many questions after reading this...
1. How come you guys didn't use a specific URL to track how much traffic you got from the ad campaign? For example, find out more at Chartio.com/bart (or any URL in your ad for that matter?).
2. In terms of the increase in trial signups, were you able to see that those trials came from companies in SF? If not, it might help measure the causality of the increase.
3. Do you think you'll run it again? IMO, there's probably a lot of cheaper ways you can drive qualified leads. Seems like an expensive campaign to run when in a B2B setting (ie. have a specific buyer vs. B2C larger target audience).
4. Did the increase in trails lead to an increase in paying customers?
Awesome article on buying metro ads in San Francisco and actionable take aways.
Honestly, none of these are really sustainable growth tips. If you're in groups to get engagement on your posts you are getting engagement by people for the wrong reasons. I do know that a large follower number and a lot of comments create trust for real customers but still...
I agree with Yannis here. Free trial is a great user acquisition tactic, which if optimized correctly (and this required LOTS of time!), can be your growth engine.
For my previous mobile startup finding the AHA moment became our purpose. We didn't make it. I hope your client will with your assistance. :)
One of my fav articles about AHA moment is this: https://apptimize.com/blog/2016/02/this-is-how-you-find-your-apps-aha-moment/
ps: i would directly try a 14day free trial, let the user get used to your product/app to get "hooked"
You need to test it. The free trial will or will not bring tons of new users (depends whether you 're asking for a CC or not). Once you get tons of free users, you 'll see that only a small chunk of them convert to paid - what do you do with the rest?
Great post and really good points about timing. Some of the best examples of this are from mobile games. For example, in those tower defense games where you need resources to build stuff, a message about purchasing more resources just when you need them most works incredibly well. I've fallen for it myself :P
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