Paid advertising is pretty much like catching the fish in the sea with nets. You can use one net to catch them all, but if the net’s hole is too big, the small fishes can escape. While you can still get the biggies, isn’t it better if we can nurture the smaller ones into bigger fishes too?
And this is why, and how, catching said fishes with the right size of nets matters. You can’t target potential customers with an all-in-one-intent net. That won’t work, they’d slip away because it doesn’t fit them.
As crazy as it sounds, because paid ads are expensive, a lot of businesses still make this mistake. That’s a lot of money going down the drain!
The Story of Zenyum
Zenyum is a dental cosmetics startup founded in Singapore in 2018. Since then, they have grown into a multi-million dollar company and have received Series A and B funding in 2019 and 2021. Zenyum now operates across Southeast Asia, Hong Kong, and Taiwan with 300 million customers in their core markets.
Zenyum provides a hassle-free experience for braces treatment. They are on a mission to provide the highest quality 3D-printed invisible braces. The entire process is safe, simple, and effective—proving that frequent clinic visits are now a thing of the past. The progress is monitored by licensed dentists and professionals every 10 days through Zenyum’s own app.
In 2021, Zenyum turned to Kaliber to help with the current challenges they were having. They needed a well-equipped team to handle all paid advertising efforts, and they were aiming to increase their market share in emerging regions.
The Kaliber approach: 2 strategies that generated leads
Here are the two main strategies we went with. Both were instrumental in Zenyum’s success.
1. Single Purpose Campaign—One Intent Per Ad Group
Kaliber uses the Single Purpose Campaign to personalize the user journey. We realize that each customer needs a personalized journey as they all have different intents and are at different buying stages. Check out one of our past articles that explains customer intent in detail.
Instead of using just one ad group for different intents, we put in the work to set up one ad group per intent. These ad groups are then tested to see which one performs better and how many leads they generated.
This way, you can divide your resources strategically and in turn, get more revenue.
2. Make Sure Your Landing Page Doesn’t Turn Off Potential Customers
It doesn’t matter if you managed to catch them all, only to have a bad container to store them in transport. They’d die. Yeah, by bad transport container, we definitely mean, bad landing pages.
Don’t make that mistake. Customers are particularly icky when it comes to bad landing pages.
Loading takes forever? They’d bounce. A homepage showcasing your business’ every pride instead of that specific thing they want? Hmm, they might scroll down and put the effort in to look, but don’t get your hopes up yet. One or two minutes of not finding what they’re looking for, they’d bounce and never look back.
As much as you retarget those who show interest in your ads, if your landing page stays bad, they will never convert. The Kaliber team provided the Zenyum team some insights and recommendations on how to further optimize the landing pages. That way, if a potential lead clicks on an ad and lands on the landing page, the chance of conversion is higher.
Wrap up: Use different nets for different fish size
Or use ad groups that target per customer intent, not the one-size-fits-all. Remember that in order to stand out in the digital world, personalization is key.
To learn more about how we helped Zenyum achieve the 86% increase in leads generated, you can get your own copy of the case study here. If you have any questions or would like to discuss strategies for your business, feel free to contact us here.