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ActiveCampaign is a cloud software platform for small-to-mid-sized businesses and is based in Chicago, Illinois. The company offers software for customer experience automation, which combines the transactional email, email marketing, marketing automation, sales automation, and CRM categories.
Awareness at a reasonable price
ActiveCampaign gives you the email marketing, marketing automation, and CRM tools you need to create incredible customer experiences. When the ActiveCampaign team noticed competitors on Quora, they sought to raise awareness for their brand and generate net-new website visitors at a low cost.
ActiveCampaign was built for small businesses, so it prides itself on being a resource for small business owners, entrepreneurs, and marketers. To reach these users on Quora, ActiveCampaign's team selected topics and interests that resonate with their audience. They also utilized Text and Image Ads to send users to educational blog posts, or comparative articles that highlight their similarities and strengths against competitors. Not only did this increase site traffic to ActiveCampaign, but it also built new website audiences the team could reach via remarketing.
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Landing pages with a purpose
The ActiveCampaign team identified their top-performing blog posts and paired them with hyper-relevant ad messaging that address marketing, automation, and productivity pain points. In turn, ActiveCampaign learned what topics resonate most with their Quora audience.
Set the right expectations
For others in the SaaS industry, Phu Bui, Director of Trial Optimization, emphasizes the importance of objectives. “When you think about it, it’s not reasonable for someone to hear about you for the first time ever and then expect that they’re going to give you $1,000 right away. It doesn’t work like that.” For that reason, he looks forward to adopting Quora’s Promoted Answer ad unit for future awareness campaigns. Promoted Answers are Quora’s most native ad format, and Phu believes it is important for other advertisers to leverage this long-form ad unit. Even for brands that are not using Quora Ads, Phu recommends answering questions on Quora. By writing content that tells a story, businesses can experience an organic “halo-effect” that helps potential customers remember their brand and potentially convert in the future.
ActiveCampaign generated new website visitors at about $0.80 per visitor, a 70.5% decrease compared to their costs-per-new-visitor on Facebook. With these positive results, the ActiveCampaign team is optimistic about expanding their Quora Ads to new geographic markets.
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