PPC: CASE STUDY
How Appriss Retail Achieved 362% Improvement in ROAS
Performance Over Time
Lead-to-MQL Conversion Growth
THE CLIENT
Appriss’s B2B Challenge
Appriss helps major retailers protect their revenue streams while maintaining excellent customer experiences. Following strategic expansion, Appriss needed to launch its new fraud prevention platform into an extremely specialized market where precision marketing would be critical to success.
- Working with Somebody Digital has been incredibly valuable for us. Their recommendations, especially for optimizing our landing pages, are always welcome, and we’ve even gained the ability to run our own A/B tests, which is a significant step forward. The quality of leads we’re seeing is consistently good, coming from a nice mix of sources. They truly grasp our audience, helping us connect with key decision-makers, which is crucial for implementing our solutions. Somebody Digital is a results-driven partner, and I consistently praise their valuable support!
Leslie Nienaber
Senior Manager, Digital Marketing and Operations | Appriss Retail
THE STRATEGY
Reaching Decision Makers in an Ultra-Niche Market
“Appriss faced a unique B2B marketing challenge,” says Stephanie Walters, Head of Global B2B Marketing, “which was launching a brand-new fraud prevention platform into a market consisting of only 110-135 viable enterprise retailers globally”. This ultra-niche Total Addressable Market (TAM) meant every marketing dollar needed surgical precision. The core challenges included:
Microscopic Target Universe
With fewer than 135 companies meeting their Ideal Customer Profile ($1B+ revenue, 200+ stores), traditional volume-based marketing approaches would fail
Poor Lead Quality
Lead-to-MQL conversion rates of only 34.44% indicated targeting and messaging misalignment
High Rejection Rates
31.44% of leads were being rejected by sales, wasting precious budget in such a limited market
Complex Decision-Making Units
Multiple personas (Loss Prevention, Finance, Operations, Technology leaders) required different messaging and content approaches
THE SOLUTION
A Surgical Eight Point B2B PPC Strategy
We developed a precision-focused B2B PPC approach designed specifically for ultra-niche markets.
Deep-Dive Analysis & Research
- Market and competitor analysis to identify positioning opportunities
- Geographic performance assessment to optimize regional budget allocation
- Keyword and search intent analysis to prioritize high-converting terms
- Landing page conversion mapping to direct spend toward proven performers
- Historical CRM data analysis to identify patterns in successful customer acquisition
Strategic Account Restructuring
- Consolidated 18 fragmented campaigns into 9 streamlined, high-performance campaigns
- Introduced structured campaign tiers, differentiating high-value markets (US, UK, Germany, Netherlands) from testing regions
- Eliminated low-converting markets (like Indonesia) that generated signups but no customers
- Refined keyword groupings into tightly structured ad groups for improved relevance
Optimization & Creative Innovation
- Implemented smart bidding experimentation, testing Target Impression Share vs. Maximize Conversions strategies
- Developed a creative attribution framework to overcome Salesforce data delays
- Executed comprehensive ad copy testing, improving CTR from 4.85% to 7.04%
- Optimized landing pages to reinforce key value propositions for target segments
THE RESULTS
Award-Winning Performance & Efficiency
Devon Hyde
Director, Digital Strategy & Client Solutions at Somebody Digital
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