5 paid customers with high ACV in 1 month

The challenge

TextByChoice is the best text messaging platform suited for political candidates to connect with their voters. Their tool allows political candidates to send targeted, engaging SMS campaigns to their audience in minutes.

TextByChoice team wanted to get more product demos with political candidates using paid search.

Costs per click in the text messaging industry are very high and it’s hard to get a good client with generic methods. A lot of incoming leads were either spam or no show due to low quality traffic and mobile placements.

The solution

The text messaging market has a lot of generic traffic from all industries. Our approach was to target the strongest ICP - political candidates specifically looking for a text messaging platform - using high intent google search. We have created a targeted keyword - ad group structure:

• Using only exact and phrase match keywords like “text messaging for political campaigns”
• Removing broad match and focusing only on one use case - political sms.
• Tailoring ad copy addressing pain points and solutions to political candidates
• Removing mobile traffic to reduce the number of no-shows

2x Demo conversion rates creating custom landing pages for ICP

We have built a custom landing page optimized for PPC - targeting political candidates specifically that has increased our lead conversion rates significantly. That allowed Textbychoice to reduce the cost per lead and get more sales demos from the same spend. It is:

• positioned specifically for their ICP - political candidates
• Uses benefits driven language - what political candidates can get: ( like connecting with their voters right away )
• Emphasized how easy it is to send text messages in 3 steps
• Removed all distractions
• Used the first thing users will do after signing up as CTA ( Importing their voters list)

Reworking demo booking page

Instead of political candidates straight to Calendly, we added one more page in between - to make sure people submitting the form are of good quality. That way we reduced spam submissions and increased conversion rates from their ICP.

• Explaining what potential prospects will learn
• Adding steps prospects can expect on walkthrough demo
• Embedding a calendar to set up a time slot right away.

The results

• Increased demo conversion rates
• Less no shows and low quality leads
• Additional high ticket customers from PPC