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Webs

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Het resultaat

\n

Door mijn inzet zijn de advertentieprestaties aanzienlijk verbeterd. Ik heb bestaande campagnes geoptimaliseerd op inhoud en targeting, en nieuwe campagnes ontwikkeld die gericht waren op conversie in plaats van enkel bereik. Een concreet voorbeeld: een verkeerscampagne die voorheen circa 3.400 website bezoeken opleverde, genereerde na mijn optimalisatie meer dan 100.000 bezoeken. Dit laat zien dat met dezelfde middelen veel gerichter en effectiever resultaat geboekt kan worden.

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De uitdaging

\n

Beep for Help had als doel om goed presterende advertenties op te zetten die hen zouden helpen hun groeidoelstellingen waar te maken. Zo willen ze de komende jaren uitbreiden en uiteindelijk de volledige Randstad bedienen met hun hulpaanbod. Advertenties spelen hierin een belangrijke rol: ze moeten niet alleen zorgen voor meer zichtbaarheid, maar ook voor meer conversies om die groei te realiseren. Daarom zochten ze iemand intern die het advertentiebeheer kon opzetten, optimaliseren en het team hierin kon meenemen. Denk aan het inzichtelijk maken van de werking van campagnes, het delen van resultaten en het opstellen van heldere rapportages.

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De aanpak

\n

Bij het optimaliseren van de advertenties heb ik niet alleen gekeken naar hoeveel mensen de advertenties zagen, maar vooral naar wat ze daadwerkelijk opleveren. Ik analyseerde waar het budget naartoe ging en welke campagnes ook echt resultaten opleverden, zoals inschrijvingen of aanvragen.

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Naast mijn werkzaamheden voor de B2C-markt ben ik ook betrokken geweest bij de eerste stappen richting B2B. Beep for Help had net een B2B-propositie ontwikkeld en wilde hiermee ook de zakelijke markt gaan bedienen. Op marketingvlak was er echter nog weinig uitgewerkt, dus er lag een mooie kans om dit mee vorm te geven. Samen met een collega heb ik gekeken naar hoe we de propositie onder de aandacht konden brengen bij potentiële zakelijke klanten. Ik dacht mee over de strategische marketingaanpak: via welke kanalen kunnen we deze doelgroep bereiken, met welke tone-of-voice, en welke informatie spreekt hen aan? Vervolgens heb ik een advertentie-opzet gemaakt, teksten geschreven en zijn we gestart met campagnes op LinkedIn en Meta gericht op zakelijke beslissers.

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Hier ben ik trots op

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Door scherp te sturen op relevante zoekwoorden en doelgroepen en verspilling van budget te voorkomen, werden de campagnes een stuk effectiever. Ik testte verschillende invalshoeken en creatief materiaal om te zien wat het beste werkte bij de doelgroep. Ook koppelde ik de online advertenties aan e-mailmarketing om meer uit de campagnes te halen en de resultaten beter meetbaar te maken.

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