At the end of 2017 Probrand launched the UK’s first dedicated marketplace for Business IT equipment. Our brief was to use paid media to generate new registrations as well as to raise awareness of the marketplace itself. Given the niche nature of the users we were trying to reach (IT managers), it was clear we needed to devise a strategy that would encompass multiple platforms and utilise multiple audience types in order to drive a sufficient volume of relevant traffic.
Armed with a substantial click budget we created campaigns on Adwords (Search, Display, Video and Remarketing), Linkedin (Lead Gen. and remarketing) and Facebook (Lead Gen and remarketing) .We leveraged existing CRM data to create custom audience lists which could then be utilised across these platforms, with targeted messaging for users at different stages of the conversion funnel. We also used unbounce to create dedicated landing pages.
We generated a high number of new business registrations at a competitive cost per acquisition, allowing the business to kick-start the marketplace and drive forward for the rest of the year (in conjunction with lots of other offline, digital PR and organic marketing activity).
Increase in Sessions
Increase in New Users
Increase in New Registrations