Attribution. Sparx operates within a complex environment of marketing analytics and attribution. The target audience will often interact with Sparx across multiple channels and touchpoints before making a decision and correct marketing measurement relies on detailed data interpretation. Working closely with the Sparx marketing team to measure and report results has been key to developing a winning strategy.

Facebook Audience. We operated Facebook Ads with remarketing and retention audiences for low-funnel results and lookalike audiences for higher-funnel prospecting, with demographics features including location, age, income, and interests layered on top of Facebook’s automated targeting to identify the best prospects at scale.

Choosing Keywords. By looking at the competitors’ rankings and organic search rankings for Sparx on page 2 or 3 of the search results, we discovered keyword phrases to try to target, and listed the ones that had the most chance of success. We also created new pages on the Sparx website targeting the keyword phrases on our final list.

Google Ads And Bing Strategy. Through 2018, Google Ads spend rose by 50% while revenue rose by 150%. To achieve this success required a complete deployment of Google Ads features including display remarketing, display prospecting, Smart Shopping, demographics and income targeting, and traditional brand and non-brand search. Sparx found success adding Bing into the media mix once Google Ads began to mature and show results.