Case Study: Full Funnel Tracking Elevates 3D ProScan

3D ProScan, a leading provider of 3D scanning and printing solutions, sought to enhance its paid search program to increase market reach, drive quality leads, and outshine competitors. They partnered with DDM, a boutique digital marketing firm known for its 1:1 innovative strategies and data-driven approach.

Challenges

Despite running paid search for some time, 3D ProScan faced two fundamental issues that limited growth:

• Lack of full-funnel tracking: 3D ProScan had limited visibility into their customer journey, making it difficult to assess the effectiveness of marketing efforts and identify which touchpoints were driving real results.
• Undifferentiated paid search strategy: Their existing paid search strategy was generic and poorly managed, failing to capture the unique value of their solutions or stand out against competitors.

Solutions

DDM built a more connected, accountable paid search program around three core pillars:

1. Full-funnel tracking infrastructure: DDM integrated advanced tracking systems to monitor 3D ProScan's campaign and keyword performance from initial awareness to final conversion. This comprehensive tracking helped all parties understand which changes, tests, and touchpoints were most effective.
2. Continuous feedback loops: To ensure ongoing optimization, DDM implemented structured feedback loops and regular performance reviews to discuss campaign results and identify areas for improvement.
3. Tailored paid search strategy: DDM crafted a unique paid search strategy tailored to 3D ProScan's strengths and market position, using tailored ad copy, niche targeting, and precise audience segmentation to reach high-intent buyers.

Results

The combination of better tracking, tighter feedback loops, and a differentiated strategy delivered measurable improvements:

• Improved ROI: 3D ProScan experienced an increase in leads and a reduction in cost per lead.
• Higher conversion rates: Conversion rates improved by 35% due to targeted ad strategies and optimized user experiences.
• Enhanced lead quality: Lead quality improved, resulting in an increase in qualified leads entering the sales pipeline.

Conclusion

DDM's approach to enhancing 3D ProScan's paid search program demonstrated the power of full-funnel tracking, continuous feedback loops, and a unique paid search strategy. The collaboration not only improved immediate campaign performance but also positioned 3D ProScan for long-term success in the competitive 3D scanning industry.

By leveraging data-driven insights and maintaining a focus on continual improvement, DDM helped 3D ProScan achieve substantial growth and establish a strong competitive edge.