- Paid
- Paid Media
- Search Ads
About the client
Ipsos iSay is part of Ipsos, a leading global market research company trusted since 1975. Ipsos iSay is a survey provider, enabling participants to complete surveys and get rewarded for their say.
The client was almost entirely reliant on affiliate providers to recruit new survey participants. They came to In Marketing We Trust to gain independence and lower the cost of acquisition.
Challenge
Challenging Company Culture to Reduce Reliance on External Providers
Ipsos iSay was dependent on affiliate providers to obtain new survey respondents. They had tried paid campaigns in the past, however, the high cost per acquisition meant that it was more expensive to get respondents via paid media than affiliate providers so paid activity was dropped.
We challenged their company culture and demonstrated that with a solid paid media strategy, paid campaigns would allow them to become independent from external providers.
We were tasked with achieving a CPA of $7.50 within the first 6 months of our partnership.
Solution
Setting a foundation to scale across Google & Meta
To reduce Ipsos iSay’s dependence on external providers, we created a thorough paid media strategy across both Google Ads and Meta platforms.
Google Ads
With Google Ads our strategy aimed to remove account wastage caused by campaign inefficiencies, while amplifying activities proven to drive meaningful results in the form of app installs and recruitment sign ups.
Key Initiatives:
- Search & Display Campaigns to Search only: Search-only allowed for greater budget control to search networks that have higher conversion rates and lower CPA’s.
- Top-of-funnel focus: TOF enabled greater budget control to activities proven to drive the highest volume of conversions.
- Campaign overlap reduction: Cleaning up account targeting improved campaign efficiency and user experience.
- App Install campaign testing: We used this campaign type to reach users on additional Google platforms, including Google Search, Google Play, YouTube, Discover and the Google Display Network, with the goal of encouraging them to download and install the mobile app.
We also focused on improving Google Ad Rank as there was a huge area of opportunity for Ipsos iSay to scale advertising activity within the US region which was largely hindered by Ad Rank. We provided a Quality Score analysis to identify key areas of optimisation needed to improve overall performance and market share.
Meta
With Meta we improved campaign efficiency through a simplified campaign design that unlocked the ability to test varieties of creative and focused on optimising towards the most valuable conversion event.
Key Initiatives:
- Pixel Event improvements: Optimised the current pixel and event implementation to improve the quality of information sent back to the Meta platform.
- Campaign audience consolidation: Consolidated audiences into a simplified structure allowing for better use of Meta’s machine learning optimisation.
- Creative testing: Tested multiple asset types (images vs text) to effectively optimise overtime to drive the greatest user engagement.
Results
Hit Targets in Half the Time
We were able to reduce Ipsos iSay’s dependence on external providers in just 3 months of the campaign by reducing the cost per acquisition to $6.53. The goal was to get CPA to $7.50 in the first 6 months of the campaign. We achieved a better CPA in half that time.
We also achieved an average of 6,640 recruits per month to Ipsos iSay and a total of over 53,000 recruits across an 8-month campaign period. Ipsos iSay is now able to independently recruit survey respondents internally and is cheaper than solely relying on affiliate providers.
Working with affiliate providers meant Ipsos iSay was essentially purchasing a disposable profile filling in a survey. Now, having full control of their recruitment via paid activity means they can control not just the quantity but quality of panellists and their loyalty to Ipsos iSay.
CPA achieved after just 3 months
avg recruits per month
recruits across campaign
