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Case Studies
B2C & B2B Subscription Platform
Digital Repair Manuals
eManuals.com is an ecommerce business offering digital repair and service manuals through a subscription-based model. Unlike its sister brand, eManualOnline, which operates on a single-purchase model, eManuals.com provides access to over 5 million manuals through 1-month, 6-month, or 12-month membership plans. This allows users to download as many manuals as they need, giving them flexibility and value through unlimited access.
Results
Increase in membership signups
Increase in ad CTRs
Increase in conversion rate
Increase in ad spend with only a 5% rise in CPC
rise in CPC expanding into new campaigns & keywords
eManuals.com wanted to:
Generate early memberships and test different creative messaging to identify what resonates most with their audience.
Understand Membership CPA across multiple campaign types, including brand search, non-brand search, and competitive conquest.
Scale their membership sign ups while maintaining profitability.
When we started working with eManuals.com, the business faced several challenges:
No existing Google Ads campaigns were in place, making it essential to build campaigns from scratch.
It was important to ensure distinct messaging for eManuals.com compared to eManualOnline to avoid customer confusion between the two brands.
Managing potential cannibalization between eManuals.com and eManualOnline, while effectively tracking the impact on both brands.
The need to track different membership conversions (1-month, 6-month, 12-month) separately, as longer memberships had higher LTVs.
We implemented a carefully structured strategy to grow eManuals.com while addressing the challenges of cannibalization and ensuring efficient ad spend:
Gradual Scaling: We started slowly, closely monitoring the effects of advertising on eManualOnline, ensuring any shifts were properly tracked.
Conversion Goal Setup: We established multiple conversion goals, initially prioritizing Free Trial Signups to gather data. As we gained more data, the focus shifted to membership signups to optimize for higher-value paying customers. Each membership length (1-month, 6-month, 12-month) had its own conversion goal, allowing us to maximize value through future bidding strategies like tROAS and Maximize Conversion Value.
Tailored Ad Copy: Our ad copy highlighted the Free 3-Day Trial and the unlimited access to over 5 million repair manuals, encouraging users to sign up risk-free. This also filtered out users seeking one-time purchases, ensuring that clicks were more likely to result in long-term memberships.
Campaign Structure: We created specific campaigns for each type of membership, ensuring that we could track and optimize performance across different segments.
Creative A/B Testing: We conducted rigorous A/B testing to identify the most effective creative combinations, consistently optimizing for better CTR and conversion rates.
Remarketing and Data Collection: We leveraged data from free trial signups to create remarketing campaigns through YouTube, Google Display, and Demand Gen Ads. These efforts recaptured potential customers who didn’t convert immediately, driving additional membership signups.
The success of this campaign was driven by a deep understanding of the membership model and the implementation of smart conversion goal strategies. By working closely with eManuals.com to understand key metrics like Customer LTV and setting meaningful conversion signals, we maximized the performance of Google’s machine learning algorithms to deliver high-quality, high-value customers. Continuous testing of creatives, offers, and website flow was crucial in driving improvements in CTR and conversion rates, ensuring sustained growth.
The improvements we made to eManuals.com’s Google Ads campaigns resulted in significant business growth: The client reinvested their increased revenue into website development, focusing on A/B testing, improving user experience (UI/UX), and boosting website speed. They also expanded their marketing efforts into SEO and email marketing to drive long-term growth.
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