TL;DR
- The importance of flexibility in advertising strategies to adapt to needs and budgets.
- The value of an organic approach for sustainable long-term acquisition.
- The need for an external perspective to bring fresh and neutral viewpoints into strategic decision-making.
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Challenge / Objective
Alma wanted to reduce its budgets while maintaining the effectiveness of its advertising campaigns. The company also aimed to develop organic acquisition channels to ensure continuous and sustainable growth, while gradually reducing its dependence on paid advertising.
Objectives:
- Rationalize spend on Google and Facebook: Optimize costs across the main paid advertising platforms, such as Google and Facebook, to maximize return on investment while reducing allocated budgets.
- Develop organic acquisition channels: Implement effective and sustainable organic acquisition strategies that support long-term growth at a lower cost and strengthen the company’s visibility without relying exclusively on paid advertising.
Strategy
To address Alma’s challenges, a dual approach combining SEO and SEA/SME was adopted, with the goal of optimizing campaign performance while developing a solid foundation for sustainable organic acquisition.
- SEO: Full audit and development of a strategy across channels and content.
- SEA / SME:
- Optimization of existing Facebook campaigns, including fast creative testing and retargeting strategies.
- Stopping Facebook campaigns after optimization.
- Use of Google Performance Max to maximize results.
- Rigorous monitoring and transparent communication on performance, explaining what worked and what did not, while bringing a neutral external perspective.
Results
- +43% increase in lead volume — European markets: Italy & Spain.
- 36% CPL — European markets: Italy & Spain.
- +21% LTV/CAC — Italian market.
