Paid Ads - THATGUYABHISHEK

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Objective: Build for conversion

Hotjar does not do paid ads in India, however, VWO, Inspectlet, and Mouseflow which are indirect or smaller players in this space are doing paid ads that show up on Hotjar-ranked keywords

This is a whitespace for Hotjar to capture.

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Goal: Generate ARR of $3,44,071 from paid ads with

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What should we achieve:

Run conversion-focused ads using competitor and high-intent keywords

Run brand awareness ads to improve discovery

Generate 2160 clients from Non-Enterprise BCPs, with Average ARPU of $862

Total Paid Ads Budget: $70,000

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CAC: LTV Calculation

Today Budget: $70,000

Number of paying customers acquired: 2704

CAC: $25

LTV for Non-Enterprise Customers: $1917.62

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LTV/CAC: 77 Times

Whom will we target

Audience Selection

Channels	Audience	Objective
Google Ads,Youtube	Affinity, In-market, Custom-intent	Increase Discovery and add to the top of the funnel
Google Search, Youtube Skippable	Affinity, In-market, Custom-intent, Keyword match	Improve Discovery and add to the Top and Middle Funnel
Google Search	Custom-intent, Affinity	Increase Conversions
Google Ads	Custom-intent, Keyword Match, Smart targeting	Increase Conversions

Channel Selection

Channel Name	Cost	Flexibility	Effort	Speed	Scale	Budget	CAC
Google Ads	High	High	Medium	High	High	80%	$27
LinkedIn	High	Medium	Medium	Low	Low	0%	-
Youtube Ads	Medium	Medium	High	Medium	High	20%	$27

Google Ad Audience and Mock-ups:

Audience:

Gender and Age

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Interest, Affinity

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Interest, Affinity

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Google Ads

Conversion Rate Optimization

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Features

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Web Optimization

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Clarity

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Crazy Egg

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FullStory

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Lucky Orange

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Landing Page

This landing page is designed for google ads to direct visitors for conversion. The CTA here is to get free-trial sign-ups.

Estimated Reach

	M1	M2	M3	M4	M5	M6	M7	M8	M9	M10	M11	M12
Budget	259200	285120	313632	344995	379494	417444	459188	505107	555618	611180	672298	739527
Total Impressions	398400	438240	482064	530270	583296	641627	705789	776368	854005	939406	1033347	1136680
Google	318,720	350,592	385,651	424,216	466,637	513,302	564,631	621,095	683,204	751,525	826,678	909,344
Youtube	79,680	87,648	96,413	106,054	116,659	128,325	141,158	155,274	170,801	187,881	206,669	227,336
CTR	5%	5%	5%	5%	5%	5%	5%	5%	5%	5%	5%	5%
Clicks	19920	21912	24103	26514	29165	32081	35289	38818	42700	46970	51667	56834
Conversions	4.75%	4.75%	4.75%	4.75%	4.75%	4.75%	4.75%	4.75%	4.75%	4.75%	4.75%	4.75%
Sign up	946	1041	1145	1259	1385	1524	1676	1844	2028	2231	2454	2700
Signup to Install	312	343	378	416	457	503	553	608	669	736	810	891
Install to paid	16	17	19	21	23	25	28	30	33	37	40	45

⬅︎ Sub Channel: ABM

Sub Channel: Hotjar’s CRO Community ➡︎