The Challenge
An apartment complex for senior citizens was looking to advertise a rent-free promotion and drive inquiries from potential new residents. They enlisted the help of our team to utilize new geo-fencing technology and several other tactics to more accurately reach their target audience and drive visits to their website and physical location.
The Strategy & What We Implemented
We knew we had an opportunity to reach the target audience with programmatic display solutions. So we focused on the follow digital tactics:
- Geofencing Marketing – The advertiser identified the key locations to reach their target audience and our team built geo-fences around those sites.
- Site Retargeting – The campaign also featured search retargeting at the keyword level and category contextual targeting to reach users interested in senior living.
- Keyword Contextual/Search Retargeting – We leveraged a number of popular keywords such a 50 plus apartments, senior apartment living, etc.. in order to ensure we reached our target audience.
- Conversion Zone Tracking – Additionally, the client decided mid-flight to implement a geo-fence conversion zone around the apartment complex in order to measure the number of individuals who were delivered an ad and then visited the complex. Our team and our multivariate algorithms worked to continually optimize the campaign mid-flight by optimizing keywords, category contextual elements and more.
Results
Over the month-long campaign, our team delivered a .41% CTR, more than quadrupling the industry average CTR of .08-.1%. With our team’s Conversion Zone tool, the advertiser was also able to track 109 geo-fence conversions at a CPA of $4.51.
