Bringing Pluto’s Digital Wealth Management to the Forefront
-95%
Slashed Cost Per Acquisition From $600 to $30
+400%
From 0 Conversions to Over 200, Peaking at Nearly 400, and Stabilizing Around 300
The Challenge
Pluto launched a cutting-edge beta web app to offer subscribers AI-powered investment research. This tool is tailored to guide users in making informed decisions in the volatile realms of stocks, equities, and crypto markets.
Yet, despite its innovative features, they faced an uphill task: their user acquisition campaigns weren't scaling due to the burden of unprofitable CPAs. Their objective was clear: drive a robust user base to their platform but at a profitable CPA.
The Strategy
GR0 took a 4-prong approach to solving Pluto’s problem with Google Ads.
1. Campaign Structure Refinement: We noticed a significant issue: an over-segmentation of campaigns. This segmentation bottleneck prevented the platform from exiting Google’s “learning phase.”
By consolidating campaigns, we ramped up the weekly conversions to over 100. This tactical move allowed for comprehensive data collection at multiple levels - be it keywords, ad copy, user demographics, or location. The wealth of data meant we could judiciously re-segment campaigns, informed by real-time user behavior rather than mere assumptions.
Key Takeaways
Consolidating over-segmented campaigns and collecting comprehensive data allows for informed re-segmentation, leading to increased weekly conversions and better utilization of Google Ads.
Transitioning from automated bid strategies to Manual CPC and back to a data-informed automated strategy (tCPA) can optimize spending efficiency and performance.
Creative development of granular retargeting campaigns on Google's display network and YouTube can effectively lower CPA for new users.
