Transforming Efficiency and Scaling Success: NextBillion.ai’s Journey with TripleDart Digital

Overview

NextBillion.ai is a leading all-in-one API platform for routing, optimization, navigation, and tracking applications. The business started in 2020 and is on a mission to provide tailored geolocation solutions to businesses of all sizes. Today, NextBillion offers robust solutions that cater to diverse industry needs, ensuring efficient and accurate operations for businesses around the globe.

The Challenge

Before partnering with TripleDart Digital, NextBillion.ai faced the same challenges that any VCBacked business deals with in its early stages on the marketing front. Their primary focus has been Google Ads for maximum traffic and traction, but they had to deal with the following main challenges.

High Costs: Despite running ads on Google for two years, their ad spend was excessively high relative to the results obtained.

Efficiency and Scaling: They needed to improve campaign efficiency and scale their pipeline at 10x of spends, focusing on reducing cost per marketing qualified lead (CpMQL) and cost per opportunity (Cp-Opp).

TripleDart’s Services

Google Ads has been TripleDart’s forte. We took over the management of NextBillion’s GoogleAds and implemented a strategic approach to address the above challenges and further optimize their ad campaigns for the best overall performance.

Here are the services we provided:

Keyword Optimization: We started by focusing more on the keywords that NextBillion had focused on in the recent past. This gave us major insights on what needs to be done and the phrases/strategies we could focus on for quick results.

Campaign Strategies: The second focus for our team was the right campaign strategies. We revamped their existing strategies using data from their previous campaigns and from analyzing their main competitors. Doing so gave us some key insight on the strategies we could adopt.

The Outcome: The collaboration with NextBillion was an instant success as we were able to create a remarkable difference in their marketing performance. For starters, we generated the highest number of opportunities for NextBillion in just 12 months and significantly improved all other relevant KPIs in a limited time span.

Operational Adjustments: The last area of improvement had to deal with the granular inefficiencies that were slowing down progress. The TripleDart team worked with ImageKit to address those specific inefficiencies - for example, non-work IDs - to further refine their handover process.

• 2X Opportunity Scaling: Doubled the average number of opportunities from 4 in the previous three months to 8 in the second month of our engagement, maintaining nearly the same budget.
• Improved MQL to Opportunity Rate: Increased the MQL-to-opportunity conversion rate by2X, from an average of 40% to 80%.

Our Secret to Success

At TripleDart, we have always believed in creating tailored approaches that focus more on results. This has allowed us to make our mark in a lot of markets and has given us a long list of happy and satisfied clients.

After understanding the challenges and limitations of NextBillion, our team identified the following 6 focus areas that we knew would create a lasting and quick impact.

Keyword Deep Dive: We conducted an extensive analysis of over 600 keywords that had been active in the last 24 months. This analysis involved mapping funnel data fromCPC to Cp-Opp, which helped identify which keywords were driving conversions and which were not. By cutting out inefficient keywords and focusing on high-performing ones, we were able to optimize spend and improve campaign efficiency.

Competitor Campaigns: We launched separate campaigns targeting the top two competitor keywords. By creating highly targeted ads for these high-intent search terms, we were able to capture a significant share of the market from competitors.

Broad Match Implementation: We transitioned from phrase match to broad match keywords to lower CPCs and increase the reach of the ads. This strategy allowed us to get the message to a larger audience while keeping the cost per click lower.

Revived High-Converting Keywords: NextBillion had 4 years worth of performance data and we leveraged it to its fullest. We identified and reactivated high-converting keywords that had previously been paused. By integrating these keywords into the best-performing set, we could scale the campaigns and drive more conversions.

Personalized Ad Copy: We developed fresh ad copy tailored to each keyword theme, enhancing relevance and engagement. Additionally, we worked on improving the sitelinks to make the ads more relevant and attractive to the target audience.

Negative Keyword Strategy: We created a comprehensive negative keyword list at the campaign level to filter out irrelevant traffic. This cross-campaign negation helped reduce wasted ad spend and improved the overall efficiency of the campaigns.

Our Secret to Success

NextBillion.ai is highly satisfied with our overall performance. They particularly credit the substantial improvements in opportunity generation, lead quality, and campaign efficiency to us and are committed to continuing their partnership. The plan is to further refine their GoogleAds strategy and achieve even greater success in the coming days.

Final Thoughts

TripleDart Digital’s strategic and data-driven approach to SEM has enabled NextBillion to significantly enhance its ad efficiency, scale opportunities, and reduce costs. By addressing specific challenges with targeted strategies and continuous optimization, we have played an instrumental part in NextBillion.ai’s journey toward achieving exceptional digital marketing results.

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