Success Story
Dominating the Point of Sale market in the PH using Facebook and Google Ads
StoreHub, a leading retail operating system for SME’s across Southeast Asia, partnered with Growth Rocket to cement its presence in the Philippines. Through Facebook and Google Advertising, the team was able to ramp up the brand’s lead acquisition and regional penetration. The collaboration has led to meaningful bottom-line results since the engagement kicked off in July 2019.
Products & Strategy
- 01Facebook Discovery Ads
- 02Facebook Remarketing Ads
- 03Facebook Mobile Placement
- 04Strategic Audience Targeting
- 05Campaign Budget Optimization
- 06Landing Page Optimization
- 07Google Search Ads
- 08Google Display Ads
- 09Keyword Bidding
- 10Strategic Geotargeting
- 66.73%
- Increase in the total number of leads acquired
- 65.93%
- Reduction in cost per Marketing Qualified Lead (MQL)
- 106.74%
- Increase in total Marketing Qualified Leads acquired
01Their Story
A simple but powerful business solution
StoreHub is more than a cloud-based Point of Sale app, it’s a suite of technologies designed for the F&B, retail, and service industries. It comes with an intuitive dashboard for sales, inventory, and performance tracking, an eCommerce platform, and complementary POS hardware. These can all be customized to the unique needs and goals of a growing business. StoreHub is currently powering thousands of local brands and over 13,000 more across Southeast Asia.
02Their Goal
Generate Marketing Qualified Leads cost-efficiently
StoreHub’s sales team in the PH needed a marketing lift to amplify brand awareness and scale growth at minimal costs. With the PH being the brand’s second-largest market, StoreHub needed a partner to localize its Facebook and Google advertising campaigns. Growth Rocket stepped in with the goal to drive and increase Marketing Qualified Leads (MQL) at the lowest possible overhead.
03Growth Rocket's Solution
Facebook Advertising
Strategic discovery and remarketing ads
Our advertising flow anchored on the target audience’s (business owners) daily pain points, followed by StoreHub’s unique selling propositions highlighted as solutions to these problems. We identified single and multiple advertising touchpoints and mapped them accordingly to where they lie in the customer lifecycle. This resulted in on-point ads and cost-efficient lead acquisition.
Business Owners
Best Performing Ad
Educational
Soft Sell
Educational
Interest- and behavior-based targeting
We tapped into business owners’ interests and behaviors and created buyer personas, which we used to craft our messaging. This technique resulted in more relevant and engaging ads, which greatly contributed to our success.
Lifestyle Interests / Behaviors
- Purchases
- Traveling
- Dining
- Banking
- Car Ownership
- Studies
Indicators of POS interest
- Business Financial Goals
- Personal Financial Goals
- Business Interest
- Reading Interest
- Job Titles
Result- and quality-driving creatives
Our team worked closely with StoreHub to add local flair to their existing ad repository. We also helped them create new ones based on our research and understanding of the market. We played around and tested a variety of creative and copy combinations to ensure we matched the right message with the right audience. We regularly kept track of ad performance and fine-tuned our budget optimization strategy to make sure we hit (and even exceed) our targets.
04Growth Rocket's Solution
Landing Page Optimization
Any Facebook advertising strategy wouldn’t be as effective without a high-converting landing page. By fusing compelling content and smart optimization, you can easily turn Facebook engagement into high-quality leads. After split-testing multiple variations, we were able to craft a well-optimized dynamic landing page that influenced a 56.46% conversion rate improvement for StoreHub.
05Growth Rocket's Solution
Google Ads Management
- Competitive bidding strategy – the team employed the “target cost per acquisition” campaign configuration, which contributed to controlled spending and lead acquisition cost.
- Structured keywords – irrelevant ads can turn people off and blow the budget, which is why our team ensured that StoreHub ads are being served to the right people, at the right time. We achieved this by carefully mapping out the campaign structure based on specific factors, including stage in the marketing funnel, geographic targeting, conversion action type, product type, and so on. The aim was to optimize this based on StoreHub’s goals and key metrics.
- Discovery and remarketing campaigns – after uncovering a significant volume of POS-related search terms in the PH, Growth Rocket stepped in to ensure that StoreHub doesn’t miss an opportunity to acquire leads. Echoing the team’s Facebook Ads strategy, our search marketing team leveraged Discovery and Remarketing ads to drive MQL volume.
- Negative keywords and search terms – by diligently weeding out negative keywords and search terms, we were able to tighten the relevance of ad groups and avoid wasted spend. Doing this also allowed us to have a firm grasp of Point of Sale queries being keyed into Google.
Their Success Crushing month-on-month goals, with every dollar well-spent
Growth Rocket was able to drive month-on-month lifts in Marketing Qualified Leads (MQL), a significant reduction in lead acquisition costs, and a boost in lead volume—all of which are key metrics for StoreHub. Our collaborative approach and goal-driven strategies led to the following wins:
- 41.13% reduction in lead acquisition cost
- 66.73% increase in the total number of leads acquired
- 65.93% reduction in cost per Marketing Qualified Lead (MQL)
- 106.74% increase in the total Marketing Qualified Leads acquired
