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Paid Marketing

Mews

#1 Property Management System (PMS) for 2020

Mews Systems, a software startup developing property management solutions for hotels and hostels, they have raised $33 million in funding led by Battery Ventures, bringing its total raised to over $40 million. Mews has a bold vision for where hospitality can go that extends far beyond our mobile check-in technology or plug-and-play marketplace and was created to help hotels run far more efficiently so that they can switch their focus entirely back to the guest.

 

Mews vision is to enable great service by simplifying and automating running a hospitality business and letting hoteliers focus on delivering great customer experiences instead of their administrative tasks. Led by Richard and Matt, mews was founded on one simple belief: that the best technology is discreet, efficient and sleek, just like the finest hosts and concierges in our industry.

Brief

Increase leads, cost per conversion and overall marketing efficiency.

Prspctv’s was asked to develop and deliver a multi-channel digital marketing campaign. The campaigns were targeted to increase visibility on platforms like Google, Facebook, Instagram, Linkedin and Quora. While increasing the visibility, campaigns objective were to increase leads, reduce CPA, reduce risk of single point failure and increase brand awareness.

Solution

Focus on spend across platform, campaigns, keywords, audiences and devices.

Our primary objective was to scale paid campaigns upwards to be able to target customers on search engines and social media platforms. The idea was to maximize the leads while reducing the CPA.

 

We implemented agile marketing approach to mews paid campaigns, which allowed us to review, analyse and tweak campaigns in small intervals as suppose to taking datasets of 4-6 weeks. Along with new marketing approach, we reshuffled the budget across different platforms.

Our first step was to analyse the existing campaigns on the basis of spend, returns & CPA and divide the campaigns based into 3 pools based on performance. After analysis, we decided to turn off any campaigns where the CPA was too high and focused on expanding the campaigns which were working so we could drastically reduce the CPA. We also worked towards audience segmentation based on customer behavior on the website and served them with different ads for sampling with A/B testing and then use most successful banners with bigger budget campaigns to improve the CPA. We used in-market audience and combined them with contextual display campaigns to further narrow our target audience while improving the CPA.

 

We launched multiple campaigns on Instagram, Facebook, Quora and LinkedIn where we created audiences based on demographics, job profiles, industry. We further launched some new campaigns on Google and Linkedin with new lookalike audiences which allowed us to increase conversion with lower CPA.

  • Reduced budget by 13% in span on 3 months.
  • Increased conversions by 87%
  • CPA reduced by 53%

Google

  • Budget on Google reduced by 21%
  • Increased conversions by 57%
  • Traffic to website increased by 23%
  • Reduced CPA by 50%

Linkedin

  • Budget on Linkedin increased by 58%
  • Increased conversions by 520%
  • Traffic to website increased by 23%
  • Reduced CPA by 75%

Facebook and Instagram

  • Budget reduced by 44%
  • Increased conversions by 40%
  • Reduced CPA by 60%

Quora

  • Budget reduced by 4%
  • Increased conversions by 33%
  • Reduced CPA by 28%
Let’s collaborate

Send us an email, to discuss your project.

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We’re a team of dreamers and doers united by a simple idea: If we make a difference for your customers we will make a difference for your business too.

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