Current Performance
- Since engaging XX as our external performance marketing agency, cost per demo request (CPA) has become less volatile and more predictable.
- Our CPA has decreased from $XX to $XX due to efficiency gains with bidding strategies.
- Longer-term CPA is expected to increase along with overall CAC as we increase efforts on account-based experiences in line with the focus on upmarket growth and acquisition of higher-value accounts. ========================================================================================================================================================================================================================================================================================================================================================================
- Average total number of demo requests has also increased from a daily average of XX to a daily average of XXX as campaigns have matured and bidding strategy has become more efficient.
- Our core campaigns on Search (Brand Hijacking & Computer Vision Keywords) that take up XX% of our monthly budget and contribute XX% of paid-attributed SQLs are still on a limited budget and used as experiments.
- Since increasing paid spend to expand our capacity to deploy campaigns and experiments, by increasing spend by XX%, we have been able to optimise ads to increase clicks byXX%.
How we operate & what’s next
- Campaigns are split into two groups:
- Currently XX campaigns take up XX% of our paid spend and out of these foundational campaigns, three are limited by budget.
- Our capacity to expand to channels that we wish to validate as valid acquisition channels is also limited.
- Our capacity to experiment with foundational campaigns to optimise CTR (Click-Through Rate) and CVR (Conversion Rate) is also limited.
- Any campaign adjustments to validate new hypotheses comes at the expense of our existing lead generating campaigns.