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Our approach to new customer acquisition

MVR Digital is a performance marketing agency for DTC, ecommerce, and lead generation brands. We plan media around your revenue, profit, or lead targets.

Updated

We start at your goals and work backward

We plan budget, channels, and creative around your revenue, profit, or lead target.

Related: All servicesAll industries

Illustrative example. All figures are synthetic.

New customers come first

Paid media goes after people who are new to you. Past customers hear from you through email, SMS, and your own channels.

Campaigns built to find new customers already reach people who have visited, so we add a separate retargeting layer only when it has a clear job and a holdout test to estimate what it adds. Paid spend on existing customers has its own cap.

Related: Paid socialEmail marketing

A full-funnel plan across channels

We map the path from first touch to customer, then plan each channel from upper to lower funnel, so new customers come in profitably.

Conversion before awareness

Conversion campaigns come first. Above about $500K a month in spend, we grow awareness with proven creative on the platforms you already run.

Customer cost and customer value, together

We manage what a new customer costs against what they bring in from the first sale, set against your margins.

For ecommerce, the working ratio is first-order revenue per $1 of media. For lead gen, it is cost per qualified lead and what those leads turn into. Landing pages match each customer need instead of sending everyone to the same page.

Related: Ecommerce growthLanding pages and CRO

Offers that add value, not markdowns

We give new customers a better reason to act, like a bundle, a package, or a consultation, instead of cutting price.

For ecommerce, that means bundles and starter sets that raise average order value. For service businesses, that can mean an assessment or a defined package. In grocery research by the Ehrenberg-Bass Institute, most buyers on a price promotion had already bought the brand in the previous 26 weeks.

Source: Ehrenberg-Bass Institute, John Dawes

Related: Creative strategyBeauty and skincare

Non-brand first, brand on its own line

Brand searches mostly come from people who already know you. We grow non-brand demand and report brand separately.

We keep branded search running when competitors, retailers, or resellers bid on your name. Branded traffic can make blended ROAS and CPA look stronger.

Related: Paid mediaLead generation

Your results over platform claims

Meta, Google, and TikTok can each claim the same sale or lead. We report against your own revenue and lead records.

For ecommerce, we report marketing efficiency ratio (MER), total store revenue divided by total ad spend, beside each platform’s reported return on ad spend (ROAS). For lead gen, we report against the leads and outcomes your team confirms. Where budget allows, lift tests estimate how much ads add. MVR Studio keeps these definitions the same across every channel.

Related: MVR StudioMarketing analyticsServer-side tracking

Every ad judged by its job

Awareness, consideration, and conversion ads each get their own scorecard, with business results above all 3.

One new channel at a time

We add one channel at a time, and a lift test shows whether it adds customers.

Related: Media buyingMarketing analytics

Keep results strong while testing

Proven campaigns carry your account while new concepts, audiences, and channels use a separate test budget. Tests graduate into the core only when they prove they add business results.

On creative, we iterate on winning ads and launch net-new ideas to find the next winner.

Related: Creative strategyPaid social

New concepts, not rotation

When people see the same ads more often and costs rise, we test new concepts built around different customer needs.

Related: Creative strategyOur work

Consolidate campaigns when data is thin

When results are spread too thin, we merge campaigns before adding anything new.

Baseline first, then one change at a time

When we take over an account, we record where it stands and keep the core running through the handoff.

Related: How to choose a performance marketing agencyAbout MVR

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