McCaellen Coroy

We ran a 3-fold PPC campaign for Black Friday 2022. My first step as the manager of marketing at Lynn & Liana was to create a strong baseline for how PPC operates within our audience.

My first step was a 12-step A/B test throughout Q3 to establish a strong identity and desire from our audience. Our Google ads way outperformed our Facebook PPC ads. As a result, we used Facebook in an organic nature utilizing our strong story following and engagement to push sales and drive desire.

Our Google ads were built to take advantage of the sale setting within an asset. We ran nine different sales over the course of the week leading up to Black Friday. This gave our ads the distinct advantage of new sales. This is a metric that has proven to provide exponential value for your ads.

Finally, we paired all these highly targeted and fine-tuned ads with strong, up-to-date feeds for on-platform shopping. Both Google and Facebook provide fantastic tools for creating live feeds for product sales.

The results were a PPC campaign that cost half as much as the previous year with higher profit margins than ever. 

Friedensfeld Community Centre is one of my more recent clients. They are a community-run events venue. The goal of running lead generation for them was to stir up interest for a completely unbooked wedding season.

As one of my personal clients, we went over their data, target audience, and specific needs and determined that a reach-based Facebook campaign would be the best bang for the buck option. We ran four boosted posts across both Facebook and Instagram accounts. As a result of both the ads and some direct outreach, we were able to almost completely fill up the season of bookings.

The amazing part was the budget. With less than $1,000 we were able to book up the year and get started on next year’s schedule.

As this was done as outside assistance not all data will be publicly displayed here. In confidence, and within a one-on-one setting I am at liberty to disclose more details.

This is a campaign that is by no means done reaping its rewards. At Lynn & Liana Designs we have started down a new sales channel. Corporate Gifting. It is a dream come true doing marketing for a company that is selling a marketing tool.

Last year we started offering the service to engrave our hand-made cheese boards with your logo. We generated a small amount of interest and spent our time doing cold outbound sales. Even still we hit amazing numbers. My goal was to be at the forefront of the corporate gifting space jumping into 2023. Here is what we did.

Step one was to establish our brand and our name. The promotional products world still runs on paper. When designing for a local design firm I saw this up close. Magazines, catalogs, and the ever-present pamphlet. In the hands of the right sales rep these paper tools are gold. 

We got full-page ads with the biggest corporate gifting groups. Our design and pitch are simple. Ecofriendly, hand-made in North America, and a unique product only found at Lynn & Liana. 

The next step was to get listed with the largest online corporate gifting site, Sage World. We used Sage World to place our product on every small promo stores website. Where you place your ads matters. If your customers use paper you print and if your customers are shopping online you post. 

Finally, we went to the PPAI trade show.  It was time to get our products in the hands of potential buyers. Our only problem at the show was we may have driven up too much interest. Our team is now in a constant backlog of inbound sales.

This is a marketing manager’s dream. To pull out all the stops, use all the current research, and supply the flow of sales and leads that a hungry sales team needs.