EagleView

Strong competition and a new entry into the market posed considerable challenges for Spookfish (now EagleView), a robust start-up intent on reaching new heights. Luckily, they partnered with Living Online to help produce some stellar results – such as a staggering increase of 45,450% across all goals!

Overview

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    ROI

    Combined SEO and SEM resulted in a respectable 308.5% Return On Investment (media spend and consulting).

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    TRAFFIC

    Overall website traffic volumes across a variety of channels increased by over 410%, or over 4x in the first 12 months.

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    PAID SUBSCRIPTIONS

    A stellar lift in the percentage of customers signing up for subscription-based access, which in turn boosted their revenue considerably.

The Client

Spookfish is an Australian company focused on the development and commercialisation of next generation geospatial imagery and data products. The successful acquisition of Spookfish for over $100million by a U.S. private equity firm demonstrates the booming success and performance achieved with Living Online.

The Problem

Spookfish was a small start-up with a big dream; and like most start-ups, they ran pretty lean. Their revolutionary technology was clearly a game changer, but they couldn’t afford to waste time, money or effort in getting their product to the right markets. Without the marketing expertise needed to expose the Spookfish brand to prospective users and nurture leads into paying customers, it could have been a significant opportunity cost to the company over time.

Combine these challenges with the stiff competition from close competitors and free software providers (such as Google Maps), it was vital for Spookfish to implement strong performing advertising and SEO campaigns in line with their strategic marketing initiatives. It was important to discover new audiences – and quickly – to build market saturation and ongoing paid subscriptions.

Goals

Implement technical SEO specifications so the newly launched website would reach more of our target audiences.

Create data-driven marketing collateral for the greatest impact on results.
Implement customised tracking for 360 degree visibility over performance.

Ensure swift campaign launches for SEM and SEO in order to generate fast results with the greatest ROI.

THE SOLUTION

Google Ads - EagleView

Google Ads

  • As a completely new account, our setup and configuration ensured an optimal structure so we could hit the ground running with our ad campaigns.

  • Comprehensive keyword research was conducted to determine the highest value keyword targeting specifications across a range of commercial, branded, and competitor terms.

  • Ad copy variations were copywritten to test and measure the attractiveness of USPs and communication strategies, with the best performing shown more often.

  • New trial sign ups, contact enquiries and sales continued to grow Month on Month with ongoing campaign testing, measuring and further optimisation.

Remarketing - EagleView

Remarketing

  • By analysing the onsite behaviour of website visitors, we were able to segment our target audiences to create highly granular, custom remarketing audiences.

  • Remarketing audiences were subsequently mapped out based on inferred intent and proximity to purchase, to determine their anticipated business value.

  • We then designed hyper-relevant messages and offers for each of our audiences depending on where they sat in the sales funnel - maximising relevancy at each step.

  • Remarketing Lists for Search Ads were utilised as part of our marketing arsenal, which effectively decreased the cost per lead acquisition by two thirds. This meant more leads for less money.

Google Analytics - EagleView

Google Analytics

  • Spookfish had a complex setup, with tracking needing to be streamlined across multiple subdomains, and goals configured to be easily segmented by custom channel sources.

  • We helped by implementing custom tags, data layers, and dimensions in Google Tag Manager and Google Analytics to achieve full visibility on where our website visitors and leads came from.

  • The top conversion paths were then mapped out so we knew exactly which channels contributed to, and converted, the subscriptions and sales - and how much they were worth.

Microsoft Advertising - EagleView

Microsoft Advertising

  • With the Google Ads account delivering exceptional results, we replicated our campaigns across to Bing Ads (now known as Microsoft Advertising).

  • By delivering ads to our ideal target market at the exact moment they are looking for our solution, we could acquire more qualified leads at a cost-efficient CPC.

SEO - EagleView

SEO

  • In conjunction with a new website launch, we completed a detailed technical SEO analysis to identify areas for improvement or potential issues to ensure the strongest base for our SEO strategy.

  • From here, a comprehensive SEO Keyword Strategy was undertaken in conjunction with our Landing Page Planning, which set the scene for sophisticated on-site and off-site optimisation.

  • With the commencement of acquiring high quality links, increasing visibility of target keywords and the rise of organic search traffic to the website, we saw an uplift in awareness and ROI.

Facebook Ads - EagleView

Facebook Ads

  • With stunning visual imagery, we wanted to showcase the clarity and detail of Spookfish aerial captures. After all, a picture is worth a thousand words! Facebook Advertising offered a channel to expose new audiences to the Spookfish brand and software.

  • We built up audiences to target by layering demographic information on work industries and an interest in Satellite and Aerial Imagery who hadn’t signed up for a free trial. By enticing new users to get started with a free trial, we built up our marketing funnel with a decent amount of pre-qualified leads.

  • With the granular targeting options available we were able to zero in on audiences who had shown interest on the website by visiting the pricing page but didn’t purchase a subscription. We then communicated special offers to this high intent audience by retargeting them with a 10% off offer.

Josh Maisey, Agile Project Manager - EagleView
Josh Maisey, Agile Project Manager - EagleView

"The team at Living Online are fantastic. After listening to our objectives, they designed various SEM, SEO and social campaigns that succeeded in delivering a huge increase of leads to our website. Their responsiveness, attention to detail and ability to deliver outstanding results makes Living Online a pleasure to work with."

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