3Q/DEPT started by identifying three areas of opportunities for reducing customer acquisition costs while boosting new customer growth.
1. Applying best practices to initial campaign setup
3Q/DEPT needed to identify the best practices that would have the greatest impact on pinpointing both the most valuable prosumers and those who would most likely convert to a paid customer in the near term.
To accomplish this, the team worked with Blurb to ensure that all exclusions were set up in a timely manner and avoid spending on acquisition campaigns targeting existing customers. Next, we helped Blurb segment customer lists by lifetime value and people who had registered with Blurb but had not yet purchased. Messaging campaigns were developed for each of these audiences.
2. Revamping tracking methods
Within two months of the initial review, 3Q/DEPT had completely overhauled Blurb’s tracking capabilities. The transformation started in July 2020, when we moved Blurb from cookie-based tracking to data layer tracking for customer registrations. Blurb’s previous reliance on cookies had led them to over-record registrations due to the occurrence of several pixel fires in the process.
3. Developing non-brand search campaigns
Blurb’s success hinged on getting new customers to register, because that is the entry point to creating a new book. With this in mind, 3Q/DEPT was determined to dramatically improve Blurb’s non-brand search results. They began improving non-brand performance via Smart Bidding and launching DSA on non-brand searches to yield stronger CPCs, CTRs, and incremental purchases from non-brand-aware users. Since the dynamic ads were targeting search terms that 3Q/DEPT was not already bidding on for Blurb, they were easily able to verify the non-brand uplift.
Holiday season push with high ROAS:
Around the 2020 holiday season, 3Q/DEPT executed a strategy that filled the pipeline early by pushing hard on acquisition efforts in October and then capitalizing on efficiencies in November by allocating more budget toward retargeting and retention. Finally, they focused the majority of the December budget ahead of the holiday shipping cutoff, shifting toward a low-cost brand defense strategy for the remainder of the month. The result was a holiday season ROAS of 6.8 — well above the target of 4.0.