Truvy set out to tackle four key goals:
- Take back ownership of branded terms
- Position its DTC (direct-to-consumer) site in search
- Drive consumer sales and return customers to its DTC site
- Integrate paid and marketing automation strategies to increase average order value and repeat sales
We utilized key learnings and data insights from previous Truvy SEO and marketing automation campaigns to build informed paid media decisions.
The Big Leap team analyzed a wealth of Truvy’s consumer analytics. With insights into the type of customer and the keywords they were searching for and engaging with, we used this information to tailor our client’s messaging to improve performance. This step allowed us to make data-driven decisions to lay the groundwork.
Our experts created high-intent audience profiles to isolate common traits and affinities from past consumers. These profiles enabled the Big Leap team to develop specific retargeting ads. Starting retargeting campaigns elevated brand awareness and helped Truvy invest in warmer leads, boosting the potential to convert visitors.
Based on the SEO content that had the highest engagement rates, we created offers that responded directly to search queries. Our PPC team evaluated search terms driving the highest conversion rates to build impactful messages.
Building these paid offer campaigns allowed us to maximize Truvy’s SERP coverage.
Black Friday Campaign
Q4 tends to be slow for our client, so we identified an opportunity to launch a Black Friday campaign to jump-start sales during a traditionally down period. The campaign aimed to help convert the organic traffic that was coming in, resulting in a higher purchase rate.