The Growth Stack: 

Google Ads

Bing Ads

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The Results:

70% Improvement in Cost-Per-Lead

30% Lower Cost-Per-Lead than Goal

2x Increase in Platforms Tested

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Background

ManageXR is the VR and AR device management platform for deploying XR at scale. Their software is the core infrastructure that enables you to control every aspect of your XR device fleet. Distribute content, customize the user experience, and track device health and usage on the leading XR MDM. ManageXR empowers organizations across 3200+ cities and 90+ countries to train employees, teach students, treat patients, and realize the full potential of VR and AR technologies. 

Challenge

In looking to accelerate their growth, ManageXR faces a challenge common to many startups: with a niche yet fast-growing market, how does one get in front of the right audience at the right time and in a scalable and efficient way, with limited resources?

The Stackmatix team stepped in with the goal of finding new customers through digital marketing. We looked to accomplish this by driving qualified free trial sign-ups on ManageXR's website, with the intention of ultimately growing their paying customer base.

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Solution

ManageXR caters to a variety of clients looking for a platform to simplify the process of managing XR (VR and AR) devices. With the XR market rapidly growing, there is a broad range of interest in the industry, ranging from academic research to high-intent commercial searches. 

With this in mind, our first task was to identify a way to reach qualified potential customers, as opposed to others interested in XR.

To do so, we began by running advertising on the Google Ads platform restricted to targeting low-funnel, high-intent searches that signaled a commercial interest in XR. We also looked to filter out searches coming from individual consumers, and instead restrained our search keywords to those that clearly signaled intent from businesses.

The goal was to meet demand by serving ads to qualified consumers at the right moment in time, just as they searched for terms that indicated imminent intent to make a purchase. Once on the website, ManageXR's seamless free-trial sign up experience, which allows anyone to test the platform for 30 days, made it easy to convince interested customers to sign up.

By separating US ads from those run internationally, we were able to control how much we spent on leads in different places based on signals from distinct markets. By carefully directing marketing dollars to locations with a higher probability of qualified conversions, we maximized the value of each dollar in ManageXR's marketing budget.

Just as important as determining who sees your ad is what they see. We developed and iterated on several variations of ManageXR's ad copy, each targeting a specific audience, in order to maximize the potential for conversions. By tightly matching ad copy to searches, we were able to substantially increase the probability of an ad directly addressing a user's search on Google.

Finally, based on our rapid success with our strategy on Google, we scaled our marketing presence by launching ads on Bing (Microsoft Advertising). By applying the valuable lessons we learned on Google to Bing, we guaranteed that ManageXR would not miss out on valuable qualified searches on the world's 2nd largest search engine.

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Results

Our team's experience, consistent efforts, and ability to adapt and iterate rapidly based on initial data yielded quick results. Within the first 2 weeks of launching ads on Google, we successfully met ManageXR's monthly lead quota for paid advertising. A month into our engagement, cost per lead for paid search was reduced by 70%, 30% less than our initial target.

We are proud to continue to support ManageXR's growth efforts, and are excited to continue our partnership as we aim to hit even higher growth milestones.

Stackmatix’s mission is to support the growth of startups and high-velocity businesses over the long term, so we’re always excited when we can really move the needle for one of our clients. We’d love to see if we can do the same for your business as well. Please email us at sales@stackmatix.com to schedule an introductory call with our team. We look forward to speaking with you!

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