PUNTIFY© is one of the leading Sports Prediction companies based in the United Kingdom. When we were approached by their CEO, Mr. Ledford it was Puntify’s second year and it was clear that they were struggling to attract more clients albeit their impressive track record.
After our initial testing we found out that competition is quite aggressive in their industry and there’s also a lot of companies not living up to their word, therefore making it harder for the customer to trust a company.
We performed a Google Ads audit on their Ad account and we noticed a 68% bounce rate, meaning that they are paying for a lot of clicks for people to not even consider what Puntify has to offer. This was being caused by a non-mobile responsive website and a wonky design in general.
A bounce rate can be caused by many factors such as slow site-speeds, cluttered content, not appropriate colors, obnoxious UX and we can keep on going.
It was clear that even though PUNTIFY© approached us to take control of PPC management, we needed to clear things up and educate them that with the setup they had then, we would not be able to get them the results they wanted.
A huge percentage of their visitors were visiting through mobile, therefore we recommended a complete re-design of their website and structure which is also mobile responsive in order for them to be able to turn these visitors into customers instead of them going to their direct competition.
Once we took control of this project, we stopped their current adverts on Google/Bing and started to develop their new website design which was ready shortly after.
Needless to say their site looked much better to start welcoming customers as we heavily focused on getting rid of extra information from the homepage and highlighting only the main features for Puntify.
We’ve drawn up a user experience process of what they can expect when joining Puntify so that customers know exactly what will happen and used a nice smooth contrast for their packaging options.
With the website work being done, we were all ready to start building the ad campaign foundations from scratch and do the initial job that Mr. Ledford and his team approached us to do.
Puntify’s primary goal was to increase the total amount of subscribers to their company while decreasing customer acquisition cost.
Their secondary goal was to increase customer lifetime value and in order to do that we had to provide something which makes the customer remain a subscriber or come back.
Their third goal was to focus on developing Puntify as a brand and not just as another sports prediction company. Previous advertising efforts were primarily driven by specific titles offered on these platforms and did not cause much success. Our team was tasked with developing a strategy to help Puntify that would leverage branding efforts as way to profitably grow the subscriber base beyond what could be achieved through campaigns.
SPROUT PPC STRATEGY
After finishing their website and making sure it is in-line with our methods and standards we ran a few Google Search Ads to related top keywords to see what kind of engagement we would get.
The engagement we were getting from Facebook was good but not converting enough for the initial cost we were paying to get the customer in the website first.
What we needed to do was warm the audience up first. We headed over back to the drawing board and covered a few pain-points that the ideal subscriber faces and addressed them in different adverts and creatives on Facebook.
We created around 15 different creatives (Video+Images) conveying a similar but different message and started to advertise and show this ad to Men in general in the United Kingdom. After 48 hours it was clear to us which of those adverts was being well received the most and we were left with 3 different creatives which shown us that they are clear winners.
We were making a profit on subscriptions off the bat from cold traffic and we were also keeping tab of the people who engaged with us, who are interested in our product and aren’t convinced yet.
Those few tests already shown us that there’s huge potential to be made. Just testing out cold audiences (which are harder to convince) we were not just breaking even, but making a profit.
We implemented a Facebook funnel where the user saw an advert from PUNTIFY every few days conveying a different message and pushing him down the funnel as we go along.
At first he learned what Puntify is all about, then we were showing them real customer testimonials, real winning bet slips from other customers until the user subscribers or shows no interest in the longer process.
We installed an email capturing form on the website in exchange of a cheeky coupon code and that gave us the power to start building an email empire as well. After a few weeks we already had around 500 fresh email addresses.
We rolled up our sleeves and got to work once again by setting up an email sequence which was similar to Facebook, however much cheaper to advertise. We were seeing an increase of 10-15 subscribers per week through email only! (Average of +$400). Needless to say this was a set and forget kind of thing as once the sequence and emails were in place, we didn’t have to optimize them daily.
Although we started out with a fairly broad goal, we were able to introduce new concepts to increase brand awareness and positive association with the brand name and industry.
Not only did we achieve this from our creative ad concepts, we were able to capitalize on this through all channels.
Our social campaigns promoted the videos in the top of the funnel part of the campaign whilst we were turning out the biggest profit from the lower end of the funnel (ROAS: 4-5x).
We achieved long-term growth and significant improvements in customer retention with a flushed out top of the funnel creative strategy.
In Google Ads, since we started running the YouTube campaigns, we increased branded conversions by 1,744%, decreased cost per conversion by 59% and increased conversion rate by 198%.
Within our Facebook campaigns, we were able to achieve significant reach and brand awareness, reaching 1,797,969 people with our brand awareness videos and spent over $29,000 with an average return of 4.5.