Emitrr reduced their CPL by 48% paving way to increase the Pipeline

Emitrr is a one stop solution for complete customer communication as it helps small businesses automate their day-to-day tasks like appointment reminders, estimate follow ups, scheduling and more. It also enables small businesses to manage all their communication channels like Text messaging, Phone systems, Forms, Customer Engagement and more under a single platform.

Emitrr reached out to TripleDart to help scale their Performance Marketing efforts. On materializing the partnership, TripleDart performed a brand audit followed by hygiene check on the account. This contributed to understanding Emitrr’s value prop and its influence on the corresponding ICPs. Accordingly, our PPC experts optimized the campaigns through last quarter to hit those low-hanging fruits before focusing on a broader audience. As a result of this approach, we were able to close 25+ deals in November only through Paid Search. Besides this, we also decreased the CPL and CPC by48% and 40% respectively. The overall ARR of the company had also reached$500k with a major contribution from Paid Search.

Problem:

The TAM of Emitrr was spread wide hence, it was a tedious task for them to bucket the audience on a campaign level and estimate the conversions accordingly.

Challenges:

Per the problem stated above, the team at Emitrr struggled to make a forecast on the spend to return-on-investment(ROI) ratio. The intent here is to leverage a better pipeline and increase the conversions at a minimum spend.

Strategy :

In order to build a predictable pipeline and to optimize the ad spend, the PPC experts at TripleDart implemented various optimizations to the Campaigns launched. This includes,

• Testing different keyword themes for targeting
• Periodical checks on account hygiene to pause non-performing keywords and ad copies
• Running the campaigns on manual CPC to control the spend
• Implementing keyword insertion in ad copies to improve the CTR
• Launching multiple new competitor themes to expand the Campaign Structure
• Improving the Landing Pages with suggestions around Conversion Rate Optimization (CRO)

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