Concur is a company that provides travel expense management services to its B2B clients.
Working with the Director of Strategy in my agency, we held regular client calls to discuss our results and upcoming agenda. With a total allocated media budget of $120k over a course of 6 months, I managed the Facebook and Twitter campaigns and helped create weekly reports for the clients.
Objective: Drive traffic to a designated landing page that would convert interested people to paying customers.
- Ran 22 A/B tests to optimize clicks and engagement.
- After learning which ads were most optimal, we progressed to phase 2 and 3 which retargeted our niche audience and offered them more solutions (such as a free eBook download or free trial registration).
Results: The company reported a solid 11 leads on Facebook and 18 leads on Twitter at about $262 each, 3-4x lower than the average lead cost in our industry.