Solving Ad Optimization Challenges for a Mobile App Testing Platform
Optimized CPC at $11, Targeted High-Intent Audiences, and Drove High-Quality Leads
Industry
Software Development
Geography
US, UK & Europe
Method Used
Email, LinkedIn
Campaign period
-
About the Client
The client is a no-code testing platform designed for developers to test mobile apps and websites. It uses Machine Learning to enable engineering teams to perform manual no-code automation and robotic exploratory testing on real devices while reducing complexity – so developers can focus on testing without worrying about frameworks, tools, and scripts.
- A growing brand looking to expand reach and drive high-quality leads.
- Limited resources to optimize ad spend and execute a multi-channel digital strategy.
- A competitive market requiring highly targeted audience segmentation and tailored messaging.
- They had to engage decision-makers across industries like Lifestyle, Travel, Healthcare, and BFSI to improve conversions.
Campaign Objective
Book sales meetings for the client by engaging leaders at mobile app companies across industries via paid marketing.
Driving Growth Through Data-Driven Performance Marketing
To expand Sofy’s reach and drive high-quality leads, we executed a targeted performance marketing campaign. Our objective was to increase brand awareness, optimize ad spend, and improve lead conversion rates through a multi-channel digital marketing strategy.
Optimizing Audience Targeting for Maximum Conversions
- Focused on QA Engineers, Product Managers, and Engineering Managers in key industries.
- Launched Google Search, Display, LinkedIn, and remarketing campaigns for leads.
- Conducted in-depth keyword research to find high-performing automation-related terms.
- Achieved an optimal cost per click (CPC) of $11 for targeted, high-intent keywords.
Enhancing Engagement with Tailored Messaging & Creatives
- Designed custom landing pages to match audience personas and industry use cases.
- A/B tested iOS lead capture models with and without forms for better conversions.
- Refined messaging insights from competitor keyword data to improve targeting.
- Used heatmap analysis to optimize ad creative placement and website layout.
Strategic Outreach for High-Value Prospects
- LinkedIn Ads strategy started broad, then narrowed based on engagement data.
- Developed Google Custom Intent Audiences to capture competitors' traffic.
- Launched GDN & remarketing to retarget visitors based on activity levels.
- Personalized outreach based on mapped pain points for different roles..
Strengthening Sales Through Value - Driven Content & Partnerships
- Hosted webinars with aligned businesses to showcase Sofy’s automation features.
- Used content syndication channels to improve visibility and expand brand reach.
- Created ROI-focused whitepapers and reports to nurture and convert prospects.
- Developed multi-touch marketing through search, display, email, and retargeting.
Segmentation Strategy
We used a targeted segmentation strategy to reach key decision-makers based on region, company size, and role. This allowed us to create personalized messages that resonated with each audience for greater engagement and impact.
Geography
- USA
- UK
Company Size
- Mid-sized businesses (1000-5000)
- Large businesses (5,000-10,000)
Persona
- Lifestyle
- Travel
- Food and delivery
- Healthcare
- BFSI
- Retail
Seniority
- C-Level Executives
- Mid-Level Managers
How This Helped
Geography:
Made it possible to craft messages specific to the US and UK local markets.
Company size:
Developed content tailored to each company’s size and capabilities, ensuring relevance and effectiveness.
Persona:
Crafted messages addressing specific challenges of each role, enhancing engagement and response rates.
Seniority:
Refined the tone and depth of the content to align with each decision-maker’s level of influence
The Pixelo Process
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Keyword Research
The Pixelo team carried out research on keywords relevant to mobile app testing, QA testing, test automation etc. -
Competitor Research
Additionally the team carried out extensive research on some of the client's key competitors, in terms of keyword overlap, domain, ad copies/design, and overall brand communication and positioning. -
Targeted Messaging
Based on keyword & competitor research, and a thorough understanding of the client's ICP (Ideal Customer Persona), the team crafted messaging across multiple formats, including Google Ads, Google Display & LinkedIn Ads, Landing Pages etc.
Landing Pages
Multiple pages were created for campaigns, each with a slightly different approach to messaging – for e.g. targeted towards a specific persona (such as engineering or product leaders), competitor-focused, focused on specific keywords of functionalities (such as iOS app testing) etc.
Text Ads
Text ad copies for Google Ads were created based on relevant keywords.
Display Ads
Display ads were created for Google and LinkedIn. Design was done in line with client’s own brand identity as well as based on competitor research and industry best practices.
Campaign Execution
After completing the research & content-creation process, and following approval from the client, the team started executed the campaigns. Weekly review meetings with the client’s team were held to track campaign performance and make necessary adjustments in budgets, keyword strategy, messaging approach etc.
Meetings Booked
The Pixelo team’s performance marketing efforts successfully generated over 650 leads for the client, culminating in 14 high-quality meetings and 4 deals brought to closure.
Outbound Results
0
Total Leads Generated
0
MQL’s Generated
0
Deals Closed