CASE STUDIES

PAY-PER-CLICK ADVERTISING

Alula Case Study

PROJECT DETAILS:

  • Alula PPC Campaigns
  • Alula Technologies
  • Pay-per-click Advertising
  • 2016 - 2024

ALULA PPC CAMPAIGNS

In today's digital landscape, a well-crafted PPC campaign can be a powerful tool for B2B companies seeking to expand their reach, generate leads, and increase conversions. Pay-Per-Click advertising allows businesses to target specific audiences, optimise their budget, and measure the effectiveness of their campaigns in real-time.

Alula Technologies is a B2B company specializing in technology solutions for the insurance, healthcare and employee administration benefits industries. Thrive Online Group has been working with Alula for over eight years – previously, when they were operating as SilverBridge and then subsequently after their rebrand to Alula Technologies. Together, we've worked with them to face the challenge of reaching niche audiences and acquiring qualified leads.

At the outset, we aimed to achieve several key objectives:

  • Increase Brand Visibility: Enhance brand awareness within the target market and establish Alula Technologies as a leading authority in administrative technology solutions.
  • Engagement: Fostering interaction and engagement with targeted audiences, including metrics such as likes, comments and shares.
  • Lead Generation: A combination of driving traffic to the website to convert visitors into qualified leads as well as on-platform lead-gen campaigns.

Despite offering high-quality products/services, Alula faced several challenges in reaching their target audience effectively:

  • Niche Market: Alula operates within a specialised niche market and the use of digital marketing has been key in reaching the right audiences.
  • Competition: The B2B landscape is highly competitive, with numerous players vying for the attention of the same audience.
  • Budget Considerations: As with any digital campaign, careful consideration is always needed to ensure that the marketing spend is optimally implemented, to achieve the desired outcomes.

We put together a well-considered strategies using LinkedIn paid campaigns and Google PPC to address the identified challenges and achieve the objectives.

  • Keyword Research: thorough keyword research to identify the most relevant and high-performing keywords in their industry. This helped optimise ad targeting and improve campaign performance.
  • Ad Copy Optimisation: Crafted compelling ad copy to highlight Alula’s unique value proposition and to resonate with the target audience's potential pain points and needs.
  • Landing Page Optimisation: Working with Alula’s development team to optimise their landing pages to increase the chance for conversions and create a seamless user experience.
  • Targeted Audience Segmentation: Utilising advanced audience targeting techniques to segment the target audience based on geo-targeting, industries and user-behaviour.
  • Continuous Monitoring and Optimisation: Implementing a data-driven approach to monitor campaign performance, identify areas for improvement, and optimise both the LinkedIn Lead campaigns as well as the Google PPC campaigns in real-time.

So far, we've seen results in these key areas:

  • Enhanced Brand Awareness: Alula’s brand visibility has improved consistently over the last 12 months since the initial launch.
  • Improved Lead Generation: Steady increase in qualified leads on established products.

In conclusion, by working in partnership with our client, combined with the implementation of well-planned campaigns, we have helped and continue to help with their marketing objectives in the PPC space.

This is a continual process, looking to increase the gains and work on improving the areas that have presented challenges. By leveraging the power of PPC in both the LinkedIn and Google spaces, we'll pursue increasing Alula's online brand visibility, by increasing awareness, improving engagement, and generating quality leads, with an eye on improving conversion rates and ultimately driving business growth in a competitive B2B landscape. 

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