The Create Attention strategy via push advertising generated many broad impressions but did not convert.

Whereas the primary focus had previously been on push advertising and top-of-mind initiatives, we shifted our main focus to Capture Attention and instead targeted users who were further along in the decision-making process and actively searching for services offered by Byggefakta.

We identified a big difference between the actual traffic and the data available on analytics and marketing channels. Therefore, one of our first optimisations was to improve data collection from website visits as well as data from the marketing channels. This allowed us to utilise user data across channels and track more effectively on forms and other conversion channels. This allowed us to optimise across initiatives with a data-based approach to optimise ad copy, content and settings across marketing initiatives.

Instead of “locking” budget to a specific effort, we let performance across channels determine the allocation. This meant we were able to efficiently and quickly allocate budget to the best performing efforts - and more importantly remove “noise” and irrelevant segments. This was the biggest factor in the drastic reduction in CPA and the growth of qualified leads.