👀 The Company

Weglot is a dynamic company offering innovative translation solutions. Their platform integrates seamlessly with websites, enhancing accessibility for global audiences by breaking language barriers. Weglot's technology focuses on simplicity, efficiency, and scalability, catering to businesses of all sizes.

🤝 The Challenges

Weglot faced several challenges in their paid acquisition strategy:

• High Dependency on Google Ads: A significant portion of their business relied on Google Ads, leading to vulnerability due to CPC competition and cost per lead increases.

• Campaign Structure: The existing campaign structures were not optimized for long-tail approaches, and the segmentation by languages and customs was inadequate.

• Lack of Diversification: Over-reliance on a few tools and CMS like WordPress and Shopify, coupled with a lack of diversity in communication channels.

💪 Our Step-by-Step Approach

The approach was a comprehensive overhaul of Weglot's Google Ads campaigns, focusing on strategic account restructuring, advanced audience targeting, bid optimization, and diversifying marketing channels for enhanced performance and risk mitigation.

A - Restructuring the Google Ads Account

1 - Account Restructuring

• Granular Campaign Segmentation: Redesigned campaigns with a more granular approach, distinguishing between product lines, languages, and target markets to allow for more precise targeting and budget allocation.

• SKAGs Implementation: Adopted Single Keyword Ad Groups (SKAGs) for high-performing keywords to increase ad relevancy and Quality Score, which directly influences CPC and ad position.

• Negative Keyword Optimization: Regularly updated negative keyword lists to prevent irrelevant traffic, improving ad spend efficiency and reducing wasted clicks.

💡 The SKAGs structure help them to x1.5 their monthly budget, and to multiply by 2 the value generated with Google ads campaigns.

2 - Smart Bidding Strategies

• Conversion-Optimized Bidding: Transitioned to automated bidding strategies like Target CPA and Target ROAS, leveraging Google’s machine learning to optimize bids in real time.

• Bid Adjustments for Device and Location: Implemented bid adjustments based on device performance and geo-targeting, emphasizing areas and devices with higher conversion rates.

3 - Audience Management

• Custom Affinity and In-market Audiences: Utilized custom affinity audiences to target users based on their specific interests and in-market audiences for those actively searching for translation solutions.

• Remarketing Lists: Created segmented remarketing lists for various stages of the customer journey, from initial website visitors to past converters, using tailored messages for each.

B - Campaign Optimization

1 - CMS Campaign Consolidation

• Strategic Grouping: Grouped CMS platforms based on market share and performance data, focusing ad spend on those with the highest ROI potential.

• Ad Copy Customization: Tailored ad copies for each CMS group, emphasizing unique selling points relevant to users of each platform

2 - Geographic Performance Analysis

• Regional Performance Breakdown: Analyzed performance data by region and country, identifying underperforming areas and growth opportunities.

• Localized Campaigns: Developed localized campaigns with region-specific ad copies and landing pages, improving relevance and conversion rates.

C - Diversification and Innovation

1 - Channel Diversification

• Expanding Beyond Google Ads: Ventured into other platforms like LinkedIn for B2B targeting, Facebook for broader reach, and industry-specific forums for community engagement.

• Content Marketing Synergy: Integrated paid campaigns with content marketing efforts, leveraging blog posts and case studies in ad creatives for higher engagement.

2 - ABM Approach

• Identifying Key Accounts: Utilized CRM data and market research to identify high-value accounts in the e-commerce, startup, and agency sectors.

• Tailored Campaigns for Key Accounts: Crafted personalized campaigns for these accounts, focusing on their specific needs and pain points, and employed direct outreach strategies.

💰 The results

• Improved ROI: The restructuring led to a more efficient allocation of the advertising budget, resulting in a x2 ROAS. They multiply their monthly spend budget by 50%.

• Higher Conversion Rates: Enhanced targeting and audience management strategies led to +27% increased conversion rates across campaigns.

• Diversified Risk: By expanding into other channels and reducing reliance on Google Ads, Weglot mitigated the risk associated with over-reliance on a single channel.

🤝 To conclude

The use case of Weglot demonstrates the effectiveness of a well-structured and diversified paid acquisition strategy.

By addressing key challenges and implementing a multi-faceted approach, Weglot not only improved its immediate advertising performance but also set a solid foundation for sustainable long-term growth.

This case serves as a benchmark for businesses seeking to optimize their paid acquisition strategies in a dynamic digital landscape.