SaaStrophe Series: The Campaign That Never Was by Yulia Olennikova @ N.Rich

Cave Bits: Uncovering Website Analytics

10/16/24 • 1 min

🚀 Key Takeaways:

Why attribution windows can obscure long-term success
How SEO campaigns can take time to pay off
The value of documenting and celebrating wins, even if they come too late

Tune in for a behind-the-scenes look at what happens when marketing success doesn’t fit neatly into reporting timelines—and why patience in campaigns sometimes delivers the biggest wins.
In this episode, I share the bittersweet story of a campaign that seemed destined for failure—until it wasn’t. We lined everything up: new landing pages, revamped content, and paid ads. At first, the data looked grim, and after 90 days, the campaign was declared a flop.

But then something surprising happened: a revamped blog post started ranking on Google, bringing in 20k+ clicks per month and hundreds of conversions—all organically. The only problem? By the time the results rolled in, management had already moved on.

10/16/24 • 1 min

Cave Bits: Uncovering Website Analytics - SaaStrophe Series: The Campaign That Never Was by Yulia Olennikova @ N.Rich

Transcript

The Campaign That Could Have Lived, a story by Yulia Olennikova
This could have been my best campaign. We came up with the theme, created a set of nice landing pages, ran paid ads, and even found an old article on the blog with decent traffic that we revamped according to the new messaging.

The results were mind-blowing: the revamped article started ranking on Google like crazy. At some point, it was generating over 20,000 clicks monthly. We had hundreds of conversions associated w

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