StreamSend is a great example of how to waste money on marketing automation. In one month, it spent an estimated $99,000 for search ads and got 23 percent fewer clicks than the average of the 21 marketing-automation companies researched.
|Paid Search Total||5|
|Landing Page Total||6.5|
|Confirmation Page Total||0|
It’s also a great example of what marketers should not do. The combination of its poor paid-search program with an equally bad landing page, a missing confirmation page and non-existent follow-up with leads put StreamSend in The Angles Report® Angles of Impact™ Losers corner. It has a ranking of 21 out of 21 companies.
StreamSend should stop what it’s doing and start again. It should balance its budget with a more rigorous process to justify it, and it will generate more results.
Only one of the top-ten StreamSend keywords references the category keyword “marketing automation.” It focuses instead on variations of “email.” This lack of category focus contributes to less-than-compelling ads. (See below.)
Instead of mirroring in copy what the prospect is looking for − marketing automation − its main ad features “behavior email marketing” and “behavior-marketing.” Effective paid-search programs require a strict alignment of keywords with copy for maximum results.
In addition to lacking a call to action, an offer or third-party endorsement, the last two lines don’t even make any sense.
The cost per click of the category keyword that StreamSend paid was 33 percent less than the average of the companies researched. And that yielded a worse-than-average ad position. To be competitive with the dozens of other companies offering email marketing as part of a marketing-automation suite, StreamSend should reallocate its ad spend to include narrow head terms (i.e., variations of the “marketing automation”).
|Google AdWords Text Ad||Behavior Email Marketing
Track customer activities, profile,
& action trigger email-marketing
The StreamSend landing page is additional evidence that its online marketing is out of alignment. The beginning of the prospect’s search started with “marketing automation” and led to ad copy with “behavior email marketing” and “behavior-marketing.” Then, clicking through to a landing page revealed the return of “marketing automation” and the debut of “behavior marketing automation.” (See below.)