GetResponse | How much can the organization of processes help?


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Sneak Peek

As your company grows, and develops more services and products that need professional promotion, co-ordinating marketing activities and achieving performance goals, is becoming more and more complex. However, there are numerous tools and available solutions that can enhance your efficiency and save you time while managing your campaigns.

During collaboration spanning over a year, .mta and GetResponse joined forces to enhance the digital marketing endeavors of our clients. Through the implementation of new processes and the strategic utilization of best practices in PPC GetResponse accounts, we managed to achieve remarkable success.

What was the evolution of .mta and GetResponse cooperation? In this case study, we delve into the evolution of this partnership, showcasing the transformative impact of this project.

Team Involved

Jarosław Noelle

Project Manager

Anton Kirichenko

LinkedIn Ads Specialist

Adrianna Roszak

Meta Ads Specialist

Sasha Yasenchuk

Google Ads Specialist

Rado Kmita

Digital Marketing Strategist

About GetResponse

GetResponse is a leading SaaS company that specializes in automating marketing processes. It offers software to efficiently support e-mail marketing, webinars and sales funnels.

The company is based in Gdańsk and serves more than 350,000 customers across 183 countries. It helps both start-ups and experienced players in the market by streamlining and automating marketing processes. The company has been on the market for 24 years and has been operating at global level since 2009. Today, GetResponse, a pioneer in marketing automation, does not plan to slow down, continuously driving innovation and growth.

How did .mta begin working with GetResponse?

The GetResponse Digital Marketing team recognized the need for assistance in optimizing their marketing efforts and in creating PPC campaigns. Given GetResponse’s scale, with customer acquisition across multiple advertising platforms, and the global monthly budgets of tens of thousands of dollars (from Google Ads alone), an external perspective was required to revamp their marketing processes.

When this time came, a Polish company with global reach asked for support from the .mta for performance marketing. This cooperation lasted from May 2021 to July 2022, and during that time there was a remarkable transformation in campaign outsourcing flow, reporting, analytical setup and methodology in their marketing activities. 


The most difficult challenges of our cooperation

Initially, we were only involved in Google Ads campaigns. As we collaborated with our partners from GetResponse, we quickly realized the need for a broader range of channels. That’s why .mta begun to work on Google Ads, Facebook Ads, LinkedIn Ads, Yandex Ads, DV 360, And Bing Ads. Our experience with such campaigns enabled us to overcome all the challenges we stumbled upon along the way.By working with the customer on campaigns, we did not just stop creating campaigns within the old account structures. We noticed that a lot of value can lead to improved marketing processes and a new structure. Why?

GetResponse had more than 200 PPC campaigns on Google Ads, which required lots of time and effort to manage and understand their individual objectives. This made it pretty difficult to gain an integrated view of marketing activities and point out the areas for improvement that would benefit the company. Each one of 10 teams involved in the collaboration required separate reports, reporting became such a major focus that it started to divert the attention from other, equally important tasks.

By using our expertise, we were able to streamline and enhance the marketing activities for GetResponse and ultimately we were able to achieve better results and improved efficiency.


What did we achieve together?

Together with GetResponse, we made several changes that greatly improved the organization’s digital marketing efforts. We changed the naming and standardized the methodology used to execute and analyze the PPC campaign.

What’s more, we built universal dashboards for GetResponse, which, thanks to the campaign nomenclature, included all of the customer’s teams. This enabled the GetResponse team to easily monitor the performance of previously commissioned campaigns. As a result, the time spent on reporting was hugely reduced, from up to 30 hours per month to approximately 7 hours per month. The time saved could be invested in activities that have more value to our customers.

In terms of reporting, instead of multiple reports from a given strategic area, a single report was implemented for all the activities. Live reporting was another way for MTA professionals to offer a faster response to campaign optimization and a professional, cross-cutting perspective on their ongoing activities.

Progress in minimizing the amount of time spent on report preparation is illustrated in the chart below.

We also created a dashboard where the customer can track the expenses of the channels they are interested in, all in one place.

What is more, we successfully reduced the number of GADS ad accounts from 11 to 3, which greatly improved the transparency of data, polished up the campaign management, and optimized the hours spent on PPC activities. Previously, each account was invoiced separately, leading to the proliferation of accounts. By implementing clear naming conventions, we have also streamlined rebilling processes, saving valuable time.

The number of campaigns in global ads account also decreased from 201 to 114. We carefully organized digital marketing activities to ensure efficient spending. Additionally we reviewed the old campaigns that were previously running on Facebook Ads, making just small necessary adjustments for optimal performance on a total of 10 accounts.

The campaign structure in Google Ads account was also changed to reflect the latest good practices, as follows:

Instead of one campaign → we created per tier campaign depending on tCPA (i.e. the cost of the flight) + per function (per job).

After carefully reviewing the customer’s business data, we decided to abandon the previous non-brand campaign session, which primarily focused on geographical breakdown. In that setup, each country had two campaigns, one in English and the country’s native language.

Instead, we took all English-language campaigns and reorganized the countries, previously handled individually, into 7 tiers based on our targeted Customer Acquisition Cost (CAC). This cost was calculated using the average market revenue and their standard conversion rate.



Within these campaigns, there was another variable (we used tCPA) targeted by us, the CAC. Within these campaigns, we had another target variable (we used tCPA) called CAC. This variable consisted of keywords grouped by the functions users were searching for. We understood that individuals seeking different GetResponse functions could have varying long-term values based on their needs.

Thus, the breakdown of tCPA had two variables—geographical, tier, and thematic keywords.

But that’s not the end! We also created a universal setup for landing pages and event tracking and conversion for GetResponse. In addition to the those on the landers, we standardized tracking for FBA, GADS, and LinkedIn Ads—all conveniently accessible in one place. This setup is a long-term solution that will benefit your business for years to come.


Improved Efficiency in Reporting

Enhanced Campaign Management

Strategic Streamlining of Facebook Ads Campaigns


.mta’s collaboration with GetResponse evolved over time. It started with Digital Marketing campaigns and ended with assistance with the development of Digital Marketing processes and standardization of analytics.



“I really felt like they are a part of our team.

Thanks to MTA Digital, the client unified their conversion tracking on all of their PPC platforms. They had a great workflow, using Jira and Slack to manage the project and communicate their progress. Moreover, the team’s knowledge and understanding of the client’s product proved their dedication.”

Renata Zajdel
GetResponse, Performance Marketing Lead

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