Current Performance

• Since we launch video lead gen ads, cost per demo request (CPA) has become less volatile and more predictable.
• Our CPA has decreased from RM305 to RM101 due to efficiency gains with bidding strategies.
• Longer-term CPA is expected to increase along with overall CAC as we increase efforts on account-based experiences in line with the focus on upmarket growth and acquisition of higher-value accounts. ========================================================================================================================================================================================================================================================================================================================================================================
• The average total number of demo requests has also increased from a daily average of 1 to a daily average of 3 as campaigns have matured and the bidding strategy has become more efficient.
• Our core campaigns on Search (Brand Hijacking & Computer Vision Keywords) take up 31% of our monthly budget.
• Since increasing paid to spend to expand our capacity to deploy campaigns and experiments, by increasing spending by 200%, we have been able to optimize ads to increase 4 times number of clicks.

How we operate & what’s next

• Campaigns are split into 3 groups:
  • Video Lead Gen Ads
  • Chinese Messages Ads
  • Traffic Ads
• Currently, Video Lead Gen Ads campaigns take up 31% of our paid spend and out of these foundational campaigns, three are limited by budget.
• Our capacity to expand to channels that we wish to validate as valid acquisition channels is also limited.
• Our capacity to experiment with foundational campaigns to optimize CTR (Click-Through Rate) and CVR (Conversion Rate) is also limited.
• Any campaign adjustments to validate new hypotheses come at the expense of our existing lead-generating campaigns.