Social Media Agency

THE BIG PICTURE

Marketers and clients frequently overlook the significant cost difference between desktop (referred to above as "computer") and mobile devices.

The extensive data foundation helps us prove that even with PMax campaigns, careful analysis is essential: "How much does a click cost us via smartphone, and how much via desktop?"

The event's topic was clearly more suitable for interaction on mobile devices. Keep in mind that, depending on the topic and target audience, this cost difference could also occur in the opposite direction!

In any case, we'd much rather pay 31 cents per click than 71. Anyone who neglects to optimize the client's mobile presence (in terms of speed and usability) is making a big mistake!

For this advertising campaign, not only did we have a better price on smartphones, but we also achieved 20 times as many impressions compared to desktops.

The Big Picture: Search campaigns often have more than 1% better CTR.

But you should be cautious! The PMax campaign described here behaves differently from typical campaigns for classic Google Search (search campaigns).

For our search campaign for the same client, on the same topic, and during the same period, we achieved roughly the same Click-Through Rate for both computers and smartphones (with at least 2.6% on both device types).

A final word on cost per click: The average cost was 15 cents higher for the search campaign compared to the PMax campaign, but this is justifiable. Our Click-Through Rate for the search campaign was 2.65% across all devices, which was twice as high as the smartphone CTR of the PMax campaign!

THE BIG PICTURE

The video campaign is part of a puzzle of interconnected measures. We created a technically optimized landing page with new visuals and texts, distributed unpaid content on LinkedIn and Facebook, developed paid ads on LinkedIn and Google Ads, designed print materials like flyers and roll-ups for training and events, created post-mailing campaigns, and we write the company's newsletter.

THE BIG PICTURE

The carousel post above invites interaction because it challenges people and aligns with the intent users have when using LinkedIn.

The post is just one of many posts we developed for Gedam GmbH for LinkedIn. In addition, we invested significant time and effort into creating fresh content for both of the company's websites and optimized them for Google visibility after a detailed SEO analysis. For Gedam GmbH's events, we created landing pages and ran Google Ads campaigns.

The long-standing collaboration with Gedam GmbH allowed us to also provide advice in the area of marketing strategy. By the end of 2023, the company experienced a clear increase in orders, certifications, and revenue, while some competitors saw stagnation or ceased operations.

Before our collaboration, an average LinkedIn post typically received only around 450 views.

Our carousel post above captured the target audience's interest on LinkedIn so effectively and generated such curiosity that it exceeded the baseline by more than 1,450 percent.

However, it's important to understand that even content with far fewer views/reactions can be considered a success when it:

• when it is seen and utilized by potential new clients.

• leads to interaction with the content and the provider.

• or addresses mental buying barriers (deal-breaker thoughts) for this target audience.

THE BIG PICTURE

Nobody likes to talk about the problems with corporate training: What often goes wrong, what should you watch out for with providers, what is commonly left unsaid? We answered these questions in an 8-page whitepaper, which is shown above in a condensed form.

Over 4,000 people have viewed and partially downloaded the PDF. We did not use any advertising budget for this. The number is impressive because it’s a lengthy text that truly only interests the target audience of our client.

The whitepaper was so unique in content that we received a lot of feedback from the target audience and competitors. It's important to remember that all content a company publishes forms a kind of 'bouquet of attributes.' For Gedam GmbH, this somewhat provocative whitepaper certainly highlighted the attributes of 'transparent' and 'direct'.

A typical post on social media, especially on LinkedIn, usually received only around 450 views.

Our long-form (whitepaper), presented as a carousel post and available for download, is the most notable whitepaper in the company's history, achieving 890 percent of the usual 'baseline noise' of views on LinkedIn.

Many companies make the mistake of immediately launching paid advertising on social media, instead of first trying different forms and types of content to understand what resonates well with the target audience without a budget.

We recommend

• first create content in both short and long formats and test it extensively on at least two platforms.

• and conduct close monitoring of the results. Outliers are only the posts that achieve at least 7x or 8x the average views and engagement rates.

• Decide together with your agency which post is the strongest and ask yourselves once again if you really want to take this topic to the broader public. Is it still relevant? Does it align with your core business? Does it fit with your brand? If so, sponsor the post with a small budget and split-test the campaign. If you have questions about this approach, contact us, as we handle this every day!