At its core, Tapni is a company that designs and creates digital business cards for the modern era. The main feature of Tapni’s digital business cards is the ability for business people to easily share their contact information via any NFC-enabled device (essentially any smart device, like phones, smart watches, tablets, etc.).

When a person downloads the Tapni app and enters the contact details they wish to share, a simple tap on the digital business card shares the information with another person’s browser. That person can then save the info without downloading the Tapni app. For older phones that don’t have NFC capabilities, the business cards even have a QR code on the back.

Based on this product, Tapni was founded as a start-up in Austria in 2021.

The Challenges Tapni Faced

Although the founders of Tapni strongly believed that their product provided significant value and that people would be interested in it, they realized they had two major challenges to overcome soon after the company was founded:

1. Tapni was purely self-financed.
2. Their product placement strategies were insufficient to achieve the desired results in the DACH (Deutschland [Germany], Austria, Confœderatio Helvetica [Switzerland]) market.

As a result, Tapni started searching for business consultation and marketing partners. Due to the recommendation of a member of the Association of Business Angels from Serbia, Tapni contacted Play Media to help them achieve their goals.

The Financing and Marketing Strategy

After some initial discussion, we quickly agreed and got to work. The approach was two-pronged: develop a strategy to enhance the marketing efforts and a strategy to acquire external financing. While the two strategies were nominally separate, they were intended to work in cohesion and support one another.

The marketing efforts started with different types of analyses – a website/SEO audit and a competitor and SWOT analysis. The next step was to create a clear brand voice and find Tapni’s perfect target audience while building the backbone for tracking progress – like setting up GA4 and establishing SMART goals, including how to track and report them.

The result was a six-month marketing strategy focusing on client acquisition through pay-per-click (PPC) advertising, which also necessitated a redesign of the landing page for the ads, Tapni for Business – this was promptly done.

Concurrently, we also worked on getting external financing. The Tapni founders received counseling and mentorship from Play Media’s senior staff on how to apply and increase their chances of receiving funds from the European Bank for Reconstruction and Development (EBRD)

The Results of the Partnership

The PPC campaign was a success. Before partnering with Play Media, Tapni was already running PPC campaigns but with a very low return on ad spend (RoAS). The campaigns were revamped according to the analyses done at the beginning and run by Play Media’s PPC team. Within three months, we achieved the following results:

• 365% increase in conversion value

• 420% jump in return on ad spend

• 11% more conversions

• 20% lower cost per acquisition

Additionally, outside of the DACH market, significant growth was also observed in the UK and

France.

Also, this campaign led to the following SEO results:

• 25x increase in organic traffic

• 15x increase in organic keywords

The counseling and mentorship also worked. Tapni applied for EBRD’s Star Venture program, which is intended to financially help start-ups as part of Play Media’s start-up accelerator. They were one of the six applicants that were approved, in no small part due to the success of the PPC campaign. In short, Tapni received the funding they needed.

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Play Media

The Summary

The partnership between Tapni and Play Media was a success. Working together, we managed to:

1. Acquire the necessary funding.
2. Establish Tapni as a brand in the DACH market.
3. Increase Tapni’s reach and expand into new markets.
4. Acquire high-value clients.

And this was just the beginning. Tapni and Play Media are still working together on developing and implementing new growth strategies.

If you are interested in how Play Media can add value to your start-up, schedule a free consultation with our CEO, and let’s find a way to grow your business.

The post Tapni Case Study – How We Helped a Start-Up Grow into a Regional Powerhouse appeared first on Play Media.

Overlook Boots is a family-owned eCommerce store for work, military and hunting footwear and apparel. They supply the hard-working men and women across the country with quality footwear and accessories to keep them safe and comfortable.

The Challenge:

At the start of our cooperation back in 2020, Overlook boots was a little-known brand with a weak online presence. With this in mind, Play Media was given the task of developing and implementing a digital marketing strategy to:

1. Optimize the website for search engines
2. Attract more traffic and customers to the website
3. Optimize the website for better user experience

The Method:

After discussing both short and long-term goals and objectives with the client, Play Media came up with a strategy to address the existing issues and start growing the Overlook Boots brand.

In this case, our efforts were focused on the following areas of digital marketing:

• Search Engine Optimization
• Content Marketing
• Web Design and Development

Our first task was to optimize the website from a technical perspective, ensuring that all the pages are fully functional, crawlable and indexable. This included optimizing page speed, sitemaps, Core Web Vitals, cross-platform compatibility, and eliminating any other technical issues found in the SEO audit that would hinder Google rankings.

Parallelly, we developed a Content Strategy aimed at reaching our target audience with informational blogs and rich collection pages helping them make educated buying decisions and increasing organic traffic.

Finally, our Web Development team implemented tweaks and changes to optimize the website’s layout and improve the overall user experience.

After the initial steps, we continued monitoring the website’s performance and implementing the general strategy through continuous search engine optimization and expanding the blog section and collection pages with new SEO content.

The Results:

Our cooperation with Overlook Boots resulted in a long-term relationship built on trust. Over the two years, we’ve managed to achieve the following results:

Organic Traffic

Our search engine optimization efforts and SEO-backed content strategy implemented by our own team achieved a significant increase in organic traffic to the website, both through an informative blog section and well-optimized collection pages.

Organic Keywords

The implementation of SEO and Content strategies further resulted in visible growth in terms of organic keywords that the website ranks for.

Of the total 48,000 organic keywords Overlook Boots ranks for, the website appears in the top 3 results for 2019 of them and in the top 10 for 7641.

Backlinks

The implemented Off-page SEO strategy resulted in reaching a total of 1015 referring domains. In conjunction with SEO and content creation, our off-page efforts boost the website’s domain authority, contributing to the overall SEO strategy, and playing a key role in positioning in Google search results.

The Story Doesn’t End Here…

Play Media’s success story with Overlook Boots continues, as we keep reevaluating results, adapting, and finding new strategies to help the brand grow.

Interested in what Play Media can do for your brand? Reach out to us and schedule a free consultation!

The post Overlook Boots appeared first on Play Media.

The Challenge:

When they first approached Play Media, SleeveUp Homes was a brand in the making. The challenges set before us were:

1. Defining the brand
2. Establishing an online presence
3. Attracting organic traffic to the website

The Method:

After becoming familiar with their brand and business model and considering their business goals, Play Media came up with a digital marketing strategy tuned to SleeveUp Home’s objectives, needs, and budget.

The strategy included synchronized efforts in the following areas:

• Search Engine Optimization
• Paid Advertising
• Content Marketing
• Social Media Marketing
• Web Design and Development

After establishing their brand identity, our team moved on to simultaneously optimizing the existing website and producing new content in accordance with the overall marketing strategy. This process was supplemented by a carefully crafted paid advertising campaign and social media sharing to boost the brand’s visibility.

The efforts included a complete redesign of the website, technical and on-page search engine optimization, implementing a content marketing strategy with regular blog posts, and an off-page SEO campaign, all aimed at building brand awareness, attracting visitors to the website and providing them with a great user experience from the moment of their first interaction with the brand up to their conversion.

With the first measurable results coming in after a couple of months, we started scaling our efforts and implementing tweeks based on the data collected throughout our ongoing cooperation.

The Results:

Over time, we have managed to build a strong partnership with SleeveUp Homes and achieve the following measurable results:

Organic Traffic

Through search engine optimization and producing quality content tailored to the target audience, we’ve managed to achieve visible growth in organic traffic coming to the website, with a rising trend.

Organic Keywords

Much like organic traffic growth, the total number of organic keywords is a direct result of our SEO and Content Marketing campaign, helping users discover SleeveUp homes and learn about their services or find useful information related to the real estate industry.

Out of the total 7,398 organic keywords, the website appears in the top 3 results for 87 of them and in the top 10 for 527.

Backlinks

The Off-page SEO strategy we executed resulted in acquiring 162 new referring domains over the course of one year, boosting the website’s domain authority and contributing to the overall SEO strategy and positioning in Google search results.

To Continued Success

Play Media and SleeveUp Homes continue to cooperate, continuously reevaluating the steps and results, adapting to changes and finding new ways to support the brand’s growth.

Interested in what Play Media can do for your brand? Reach out to us and schedule a free consultation!

The post SleeveUp Homes appeared first on Play Media.

The Challenge:

At the start of our cooperation, USFirstExchange was receiving little organic traffic to the website, with most of the user sessions coming from paid advertising, and was ranking poorly for some of the most important queries. Consequently, brand awareness was low.

In order for the brand to grow, we needed to:

1. Increase organic traffic
2. Improve rankings and increase the number of relevant keywords the website ranks for
3. Optimize the website with user experience in mind

The Method:

After completing our initial analysis, establishing a starting point for our campaign, and gaining a deep understanding of the brand and our goals, we developed a digital marketing strategy that would help us achieve them.

The strategy included synchronized efforts in the following areas:

• Search Engine Optimization
• Paid Advertising
• Content Marketing
• Social Media Marketing
• Web Design and Development

The first step was to formalize the visual identity and brand voice of USFirstExchange and ensure all existing and future pages are consistent with them. Parallelly, we carried out a technical SEO audit and proceeded to eliminate all issues to ensure optimal performance and user experience.

In order to improve organic traffic and establish an online presence, we developed and implemented a content strategy supported by social media sharing and paid advertising to reach our target audience with the right message and guide them down the sales funnel.

Finally, through our link building campaign, we were able to acquire backlinks from relevant authoritative domains which greatly contributed to the domain authority and rankings we were able to achieve.

By continuously monitoring performance and collecting data, we continue to implement tweaks and improvements to the digital marketing strategy, ensuring an ongoing growth of the USFirstExchange brand in all aspects.

The Results:

Our method and approach to the project has resulted in an ongoing cooperation with USFirstExchange, yielding the following results.

Organic Traffic

By implementing our search engine optimization and content strategies, we have managed to achieve considerable growth in organic traffic with an upward trend, and establish USFirstExchange as a trustworthy brand.

Organic Keywords

The second effect of our digital marketing strategy can be found in the number of organic keywords USFirstExchange now ranks for. Of the total 7,548 keywords, USFX ranks in top 3 results for 239, and in top 10 for 971.

Backlinks

Our link building campaign resulted in acquiring 691 backlinks from 232 referring domains, boosting the brand’s trustworthiness and contributing to the overall rankings of the website.

To Continued Success

The success story doesn’t end here. Through our ongoing cooperation with USFirstExchange, we continue to track the results of our efforts and implement new strategies and methods to support the client’s needs and help them achieve their business goals.

Interested in what Play Media can do for your brand? Reach out to us and schedule a free consultation!

The post USFirstExchange appeared first on Play Media.

Introduction:

In this case study, we will describe how our agency achieved remarkable conversion results for an e-commerce business in the electronics industry by implementing a Performance Max campaign. The primary focus was on maximizing conversions while maintaining a target Return on Ad Spend (RoAS) of 300%. This campaign significantly outperformed all other existing search campaigns in terms of conversion numbers, cost per conversion, and RoAS.

Client Background:

The client is an established e-commerce business operating in the electronics industry, offering a wide selection of different product variations. They had been running various search campaigns across Google Ads to promote their products and drive sales. The client’s main objective was to increase the number of conversions without compromising on the RoAS target, which they had set at 300%.

Challenges:

Before the implementation of the Performance Max campaign, the client faced several challenges, including:

1. Finding the Right Customers for the Right Products: The client’s extensive product catalog made it challenging to effectively target the most relevant customers for each product, leading to suboptimal conversion rates and increased ad spend inefficiencies.
2. Limited Scale: The client’s existing campaigns had reached a plateau, making it difficult to scale up conversions and achieve growth targets.
3. RoAS Achievement: The client struggled to consistently achieve the target RoAS of 300% in their existing search campaigns.

Strategy:

To address the challenges and exceed the client’s expectations, our agency devised the following strategy:

1. Performance Max Campaign: We recommended the implementation of a Performance Max campaign, leveraging Google’s machine learning and automation capabilities. This campaign type optimizes ad placements across various Google properties, including Search, Display, YouTube, and Discover. By utilizing multiple ad formats and placements, we aimed to reach a broader audience and maximize conversions.
2. Target ROAS Bidding: To achieve the desired RoAS, we set the target at 300% for the Performance Max campaign. This bidding strategy allowed Google’s algorithm to adjust bids in real-time based on the likelihood of conversions, ensuring that we reach the optimal RoAS.
3. Creative and Asset Optimization: To ensure maximum impact, we optimized ad creatives and assets, including images and ad copy. A/B testing different ad variations helped us identify the best-performing ones, leading to improved click-through rates and conversions.
4. Audience Segmentation: We analyzed the client’s existing customer data and created audience segments based on demographics, interests, and behavior. These segments were used to deliver tailored ads to relevant audiences, increasing the chances of conversion.

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PlayMedia is the digital marketing agency that will take you to the top, and help you grow your business through dedication, transparency, and a unique, highly individual approach.

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Play Media

Implementation:

The Performance Max campaign was launched, incorporating the strategies mentioned above. The campaign’s performance was closely monitored to make data-driven adjustments and optimizations in real-time.

Results:

The implementation of the Performance Max campaign yielded outstanding results:

Graph 1 – Performance comparison between DSA & Keyword-based Search Campaigns vs. the Performance Max Campaign for Q1

Conversion Numbers: The Performance Max campaign significantly outperformed all other search campaigns, making up over 3x conversions as the other 2 search campaigns combined.

Cost per Conversion: The cost per conversion was also significantly reduced and each conversion through the Performance Max campaign cost 4 to 6 times less than for the others.We can see the results on the Graph 3 below.

Graph 2: CPA Performance (per campaign)

RoAS Achievement: Despite the increased ad spend due to a higher volume of conversions, the Performance Max campaign consistently achieved the target RoAS of 300%. In fact, the RoAS was even exceeded by reaching an average of 350% over the campaign’s duration. We can see the results on the Graph 3 below.

Graph 3: RoAS Performance (per campaign)

Conclusion:

The adoption of a Performance Max campaign, coupled with meticulous targeting, bid optimization, and creative enhancements, enabled our agency to overcome the client’s challenges and achieve remarkable results. The campaign’s ability to drive substantial conversions while maintaining and increasing the target RoAS of 300% set it apart from the other search campaigns. As a result, the client experienced unparalleled growth and success in their e-commerce business, cementing the Performance Max campaign as a driving force behind their exceptional performance in the electronics industry.

The post American Personal Care Brand – Performance Max Case Study appeared first on Play Media.

In this PPC case study, we delve into how we harnessed the power of extensive quality keyword research to elevate conversions for our client that sells products for industrial use. By identifying the right b2b keywords typical for each of the industries the client serves, we achieved significant improvements compared to previous generic keywords that failed to distinguish the unique product offerings of our client.

Challenge:

Our client  was facing challenges in their PPC campaigns related to keyword targeting:

• Generic keywords resulted in low conversion rates and insufficient targeting of the intended audience.
• The lack of distinction between industrial-related keywords and generic consumer keywords led to inefficient ad spend.

Strategy:

To address the challenges, our team has formulated a targeted strategy based on quality keyword research:

• Conducted extensive research to identify specific industrial-related keywords relevant to the client’s products and services.
• Created tailored ad groups and ad copies to align with the identified industrial-related keywords.
• Utilized negative keywords to filter out irrelevant traffic and improve ad relevance

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PlayMedia is the digital marketing agency that will take you to the top, and help you grow your business through dedication, transparency, and a unique, highly individual approach.

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Play Media

Implementation:

The quality keyword research strategy was implemented in the following steps:

• Keyword Research & Analysis: In-depth research was conducted to identify a comprehensive list of industrial-related keywords and assess their potential impact on conversions.
• Campaign Restructuring: The existing PPC campaigns were restructured to incorporate the new industrial-related keywords and remove irrelevant generic keywords.
• Ad Copy Optimization: Engaging ad copies were crafted to align with the selected industrial-related keywords, ensuring better ad relevance.

Results:

Graph 1: Comparison of Conversion Rates

Description: Graph 1 compares the conversion rates achieved before and after the implementation of the quality keyword research strategy. The data showcases a significant increase in conversion rates after using industrial-related keywords, indicating better audience targeting and ad relevance.

Graph 2: Cost Per Conversion (CPC) Trend

Description: Graph 2 displays the trend of Cost Per Conversion (CPC) over a specific time period, comparing the performance of the new industrial-related keywords with the previous generic keywords. The graph highlights a consistent decrease in CPC, demonstrating improved cost efficiency.

Using the same budget this has naturally led to even more conversions which we can see on Graph 3 along with all of the mentioned KPIs grouped together:

Graph 3 – Overall KPI improvements (per campaign)

Comparison:

The adoption of quality keyword research and the emphasis on industrial-related keywords yielded remarkable results for this business.

• Significant increase in conversion rates, leading to a higher number of successful customer acquisitions.
• Improved cost efficiency, as evidenced by the decrease in Cost Per Conversion (CPC).
• Enhanced ad relevance, attracting a more targeted audience interested in the specific products offered.

Key Learnings:

The success of the quality keyword research strategy provided valuable insights:

• Precise targeting using industrial-related keywords can significantly improve conversion rates.
• Eliminating irrelevant generic keywords helps optimize ad spend and increase ROI.
• Continuous monitoring and adjustment of keywords are crucial for sustained success.

Conclusion:

Through meticulous quality keyword research, Play Media has unlocked the potential of targeted industrial-related keywords for our client’s business. The exceptional results achieved, including higher conversion rates and improved cost efficiency, exemplify the impact of a well-executed keyword strategy.

___

Discover how quality keyword research can transform your PPC campaigns and drive exceptional results. Contact Play Media today to learn more and unlock the full potential of your advertising efforts.

The post Boosting Conversions with Quality Keyword Research appeared first on Play Media.

A Target CPA Campaign Yielding 548% More Conversions for 496% Higher Investment in the Cleaning Products Retail Industry

Introduction:

In this case study, we will showcase our agency’s successful PPC campaign for a retailer of cleaning products. We managed to scale the budget by 4 times while maintaining and even slightly improving the cost per conversion. By utilizing a Target Cost Per Acquisition (CPA) automated bidding strategy, we achieved exceptional results, gaining 548% more conversions for a 496% higher investment. Despite a slight decrease in conversion rate, the campaign achieved lower CPC, leading to increased efficiency and significant growth in conversions.

Client Background:

The client is a leading retailer in the cleaning products industry, offering a diverse range of household cleaning solutions, sanitation items, and eco-friendly products. Their primary objective was to expand their market presence and drive a substantial increase in conversions while ensuring that the cost per conversion remains op

Challenges:

Before implementing the Target CPA campaign, the client faced several challenges, including:

1. Scaling Up Conversions: The existing campaigns had reached a plateau, limiting their ability to drive further conversions and achieve ambitious growth targets.
2. Efficient Budget Allocation: The client wanted to increase their advertising budget significantly, but they were concerned about maintaining a reasonable cost per conversion to ensure profitability.
3. Maximizing ROI: The client wanted to strike a balance between aggressive growth and maximizing their Return on Investment (ROI).

Strategy:

To address the challenges and meet the client’s objectives, our agency devised the following strategy:

1. Target CPA Automated Bidding: We recommended implementing a Target CPA automated bidding strategy. This bidding approach utilizes machine learning to set bids dynamically to achieve a specific target cost per conversion. By leveraging historical performance data, Google’s algorithm optimizes bids to deliver conversions at the defined CPA goal.
2. Budget Scaling: With a data-driven approach, we gradually increased the campaign budget over time. This allowed us to monitor performance and ensure that the increased investment delivered the desired results efficiently.
3. Continuous Monitoring and Optimization: Throughout the campaign, we closely monitored performance metrics, including conversion rate, CPC, and RoAS. This data-driven approach enabled us to make timely adjustments and optimize the campaign for better results.

Implementation:

The Target CPA campaign was launched, incorporating the strategies mentioned above. The campaign’s performance was closely monitored, and bid adjustments were made based on real-time data insights.

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PlayMedia is the digital marketing agency that will take you to the top, and help you grow your business through dedication, transparency, and a unique, highly individual approach.

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Play Media

Results:

The implementation of the Target CPA campaign yielded outstanding results:

1. Conversions: The campaign achieved an impressive 548% increase in conversions compared to the previous period, effectively scaling up the number of successful conversions.
2. Budget Efficiency: Despite a 4 times increase in the campaign budget, the cost per conversion remained consistent and even slightly improved. The campaign efficiently utilized the increased investment to drive more conversions while maintaining an optimal cost per conversion.
3. CPC Optimization: The Target CPA strategy achieved a lower Cost Per Click (CPC), enabling the client to achieve a higher number of conversions at a lower cost, further contributing to improved efficiency.

Graph 1: Comparison of Conversions and Budget

Graph 2: Comparison of Conversions and Budget with Cost per Conversion Included

Conclusion:

The implementation of the Target CPA automated bidding strategy enabled our agency to overcome the client’s challenges and achieve exceptional results. By scaling the campaign budget by 4 times, we achieved a remarkable 548% increase in conversions, all while maintaining an efficient cost per conversion. The campaign’s lower CPC also contributed to improved cost-effectiveness. This successful PPC campaign not only delivered significant growth in conversions but also showcased the power of data-driven automated bidding strategies to optimize advertising spend and drive exceptional results for our client in the cleaning products retail industry.

The post Case Study for PPC Campaign in Cleaning Products Retail Industry appeared first on Play Media.