GoDaddy Digital Ads
Launched the Digital Ads app, a one-stop solution that allows users to request, create, review ads metrics across various platforms and get personalized recommendations.
GoDaddy Do-It-For-You Marketing
Nov 2022 - June 2023
Lead UX
COGs Saving
Drive Retention
Reduce Churn
700,000+
Challenges
GoDaddy's DIFY products previously incurred additional COGs provided by third-party organizations and apps.
Absence of an in-house app for creating and validating ads across multiple platforms meant that internal agents spent extra time producing marketing materials, forcing customers to switch between apps.
Customer communications were also managed through third-party channels that didn't adhere to GoDaddy's branding guidelines. Consequently, customers had to navigate between multiple products to view their ad details and access comprehensive metrics.
Through this project, we aim to consolidate these processes into a single in-house platform, minimizing churn, reducing COGs, and streamlining the experience for both customers and internal agents.
What is Do-It-For-You(DIFY) Marketing?
DIFY aka Digital Marketing Services is an offering by GoDaddy where each business can hire a dedicated marketing expert/ agent to publish marketing content such as posts, emails, ads, and review responses for their businesses. Along with a real-time dashboard, the experts also take customers through their marketing performance to suggest the best strategy for growing their brand.
Understanding the users
Entrepreneur owning “Artisan Candles”
Amy recently purchased Marketing Services Premium which she uses to request social posts, ads, emails. She sees her business growing after she puts digital ads created by DIFY agents. She’s interested in knowing more.
Pain points
Pinpointing the ideal customer journey
The old customer journey started with a welcome call, and the social ad request was completed by the agent on behalf of the customer, during or after the welcome call. After the call the social ad was set up by the agent manually going into the third-party tool, and the preview email was sent to the customer for review, the review is initiated by the customer through the email and the feedback was given through the feedback loop within GoDaddy ecosystem. The ad goes live. At this point customer can take certain actions such as pause or request for changes. Once the ad is complete, both customer and agent would review the ad performance during the monthly welcome call within the third-party tool.
Customers and agents had to go back-and-forth the GoDaddy ecosystem through the various stages of ad request, feedback, and review. This not only consumed more time, but also more effort from the agent in order to set up one social ad. Multiplied by thousands of customers and the fees charged by the third-party platforms and other integrations added up to the COGs up to $1 million annually. This was also going to go up because of the surcharge and more customers subscribing to the Do-it-for-you(DIFY) marketing products.
“ The ad setup could take from 30-55 minutes per customer as an agent has to go back and forth multiple platforms.”
-Tim Bushneil
Account Manager | GoDaddy MS Ops
HMW enable customers and internal agents to have a seamless experience of creating, managing and reviewing ads within GoDaddy ecosystem?
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This would not be possible without integrating the capabilities that are available for DIFY customers through third-party tools today. To do that, we had to refine the customer journey, reduce friction and help customers receive maximum value throughout their digital ad setup and completion.
I started by examining the digital ad dashboard, which currently had the basic, metrics such as impressions and clicks, and which platform the ad was published. Observing how the third party tool assisted customers throughout ad setup, feedback and review, it was clear that our dashboard had to be extended beyond its current capabilities, integrating detailed performance of each ad campaign.
The third-party tool had tons of metrics, but there was no direction to know which was useful, and which was not for a customer. After all, third party tools cannot give us customer insights as to how their dashboards are utilized.
In order to understand, and to consolidate the most valuable metrics for our customers, I started observing the monthly welcome call that our agents followed in order to communicate the ad performance. This gave me tons of insights into how the conversation happen, and also the different portions of the dashboard of the third-party tool, and the customers and agents had to search for to find certain metrics.
Starting with the most-sought out metrics by our customers through their monthly connect call, I started grouping them into a pattern that is easy to consume and meaningful for our customers- through bucketing into top-level and detailed metrics.
While the top-level metrics explain the overall actions or impact vs their cost, the detailed metrics will delve deep into individual data points with visualization if required.
$1 mm+
COGs Saving
14.7%
Increase in user retention first month
23.4%
Increase in Ads Home daily traffic
Next Steps
Expand Platform Integration: Expanding the list of integrated advertising platforms beyond Facebook, and Instagram and incorporating other popular platforms like Twitter, LinkedIn, Pinterest, and emerging platforms will help customers gain traction quicker.
Enhance Data Visualization and Analysis: Implementing advanced analytics features, such as predictive analytics, to help users gain deeper insights into their ad performance. User-friendly dashboards, charts, and graphs should be optimized to provide actionable insights at a glance.
Integration with Marketing Automation Tools: To streamline the process further, integrating marketing automation tools and customer relationship management (CRM) systems. This would allow users to not only track ad performance but also automate certain marketing actions based on the data collected. For example, users could set up automated email or SMS campaigns triggered by specific ad performance thresholds or user interactions.
By implementing these next steps, GoDaddy can solidify its position as a valuable tool for online advertisers looking to maximize ROI and simplify the management of multi-platform ad campaigns.