Portfolio Archive - Page 3 of 7

Non Profit Gains Amazing Exposure With Event Targeting & Geofencing

Challenge

A national non profit was focused on a major event they wanted to gain great exposure from. Their past marketing efforts consisted of pay per click advertising, email marketing, and other expansive marketing efforts that were too expensive and not focused on covering ONLY the people at the event.

Solution

Within a 1 week time frame the Propellant Media Team developed a comprehensive strategy of geo-optimization targeting people at the event over the 3 days period, while allows the client to continue serving ads to them event attendees for up to an additional 28 days. Our team built geo-fences around the event and nearby hotels to reach event attendees most likely to express an interest in the brand.

Result

Through multiple tactics and optimizations, our team achieved a CTR of 0.14%, exceeding the industry average of 0.1%. The clients fundraising initiatives saw a pick up and they received legitimate phone calls inquiring about potential tickets purchases for future events and becoming more engaged with the non profit brand.

Healthcare Marketing Firm Gets Great Exposure With Geofencing Event Targeting

CHALLENGE

Some industries have customers and individuals who are always in the market looking for particular products and services. Google Adwords and SEO helps these companies stay in front of those hungry buyers. But in this case, there is a limited number of people in the fertility space that are actively searching for marketing companies. Thus, there is a small finite number of people in that space. As a result, there remains a strong need to create brand awareness by directly marketing to the owners and directors of fertility clinics. There was a fertility conference that this marketing firm wanted to get some additional exposure at. That’s when they reached out to Propellant for guidance on geofencing marketing.

SOLUTION

Propellant Media implemented a geofencing and event targeting strategy that included geofencing the location the conference was being held and ensuring the client kept their message targeting the conference attendees for an additional 30 days. We also implemented a site retargeting campaign for all those attendees who clicked on our client’s website.

RESULTS

Utilizing a $1,000 marketing budget for this effort, we delivered over 170 clicks to the clients website, a view rate of 60% (we utilize video targeting as well as static ads), and the client indicated they received several inquiries that they’re currently working to turn into active clients.

Memorial Day Promotional Advertising With Geofencing Drives Success For Car Dealership

Challenge

Memorial Day weekend is one of the biggest sales weekends of the year fo car dealerships. The dealership already had a gameplan, but int he last hour learned about geofencing marketing and our ability to target competitor locations and other areas in which people are searching car deals. A car dealership wanted to target consumers who showed interest in buying cars. The dealership hoped to capture more market share from their competitors and ultimately increase sales. They enlisted the help of Propellant Media to target consumers at competitor locations.

Solution

Within 1 day, the Propellant Media Team developed a comprehensive strategy of geo-optimization. Our team built geo-fences around competitor locations specified by the car dealership and placed a conversion zone around their store front to measure foot traffic back to their car dealership.

With quick learning from campaign launch, our team and multivariate algorithms optimized keywords and blacklisted specific domains to more precisely target consumers.

Result

Through multiple tactics and optimizations, our team achieved a CTR of 0.13%, exceeding the industry average of 0.1%. Moreover, our unique reporting capabilities allowed us to track and determine that 37 people came from our client’s competitor locations into their dealership. The client experienced a 134% increase in foot traffic from the geofenced locations.

The campaign far exceeded our client’s expectations and thus will be rolling out to many of their other locations.

Convenience Store Franchise Gets Quick Jump In Foot Traffic With Geofencing

Situation

A northeast convenience store chain with over 50 locations was struggling to find a cost effective way to reach people who were driving off the interstate near one of their stores. Despite having some decent brand recognition, internal studies showed their brand was not as well recognized. They continued their social media presence and other traditional advertising methods, but ultimately wanted to find another solutions. That is when they came to Propellant Media to inquire about geofencing marketing.

Action

The convenience store wanted to reach people who drove off the exits near their store, nearby competitor locations, and other convenient stops close to their convenience store. So the team at Propellant Media created a high targeted geofencing plan that included some site retargeting and geofencing advertising. We placed very tightly controlled geofences around the locations.

We also placed a conversion zone around the client’s restaurant so we could measure foot traffic back to their location. So say the least, we all didn’t expect the results after just 5 days of advertising.

Results

Over the course of 12 days, the campaign drove over 66 convenience store visitors from the area in that short period of time. Their average customer value is $15.00 per store visit. In addition, our team was able to compare the convenience store’s natural foot traffic from those same areas (those people who never saw their ads) to the campaign foot traffic (the people who saw their ads and came back to their restaurant).

Over the course of 12 days, the client experienced a 101% increase in foot traffic from those geofenced locations. After further analyzing the results, the client is looking to roll out the program to the other 40 plus store locations.

Restaurant Eats Up 300% Increase In Foot Traffic From Hotels

Situation

A local pub in Canada was tired of the past marketing strategies they implemented. They utilized social media, direct media, and even billboard advertising. As a 20 year old restaurant, the company became a stable in the area, but tourists and locals are always looking for new spots and options to choose from.

The restaurant had great food, beer specials, and even morning breakfast options. They just needed to remind people about how great the experience was. So this decided to utilize a new form of advertising called geofencing marketing.

Action

The client specifically wanted to target 10 – 15 local hotels and tourist areas that was within walking distance to 1 mile from the restaurant. So the team at Propellant Media created a high targeted geofencing plan that included some site retargeting and geofencing advertising.

Results

Over the course of 5 days, the campaign drove over 70 restaurants visitors from the tourist areas and hotels at an average cost per visit of $5.00. In addition, our team was able to compare the restaurant’s natural foot traffic from those same areas (those people who never saw their ads) to the campaign foot traffic (the people who saw their ads and came back to their restaurant).

Over the course of 5 days, the client experienced a 300% increase in foot traffic from those geofenced locations.

How Propellant Gets 600 Leads Per Months By Leveraging Our Own Services

The Challenge We Faced As A Growing Agency

As an agency, Propellant Media works hard to husband its resources. We watch our operating budget as much as our marketing budget. We also realized as an Agency, we couldn’t simply provide recommendations to our clients and not take on those same suggestions for ourselves.

So instead of putting up a website that told people we existed, or simply relying on our networking skills, or even putting up a meager Adwords budget, we leveraged our skillset and the same exact recommendations we give our clients…for our own Agency….and something magical happened.

Solutions We Implemented

Website Enhancements

We knew we had to build a website that exuded confidence, told our story in compelling ways, and gave searchers as much information to make an informed decision to contact us or not. After 150 web development hours, 50,000 plus words of content, and over 100 pages of information, we completed the task of building a robust website. Here are a few of the areas we focused on:

Built out landing pages centered around each service, topic, and case study we could tell a story and educate around.
We created multiple ways for people to connect with us: chat boxes, form submissions on most landing pages, phone number easy to be found, video content, call to actions, pop up forms, etc…
Ensured the website was well interlinked so we could lead people to the content that we wanted them to see

SEO (Organic Search)

Speaking of a website with 50,000 words of content, we knew we had to create landing pages that spoke to each service, topic and conversation we wanted to dominate. Search Engine Optimization is a competitive space, but with great content and a compelling story, we knew we could capture more searchers who will see Propellant Media as the expert in our individuals niches of Geofencing, Programmatic Display, Paid Search, and Facebook Advertising. And of course, an agency that knows how to rank on Google Page 1 for keywords presents a compelling argument it understands SEO.

So our team implemented several steps for our SEO plan:

We built a stellar website. Many companies neglect this, but great websites typically make it easier to attract links, brand mentions, and social shares.
Second step was creating content around specific topics centered around our agency’s core services. Between our blog and our landing pages, we have a website with over 50,000 words.
Third step was a true marketing, PR and link building game plan which including Podcast Interviews, blog posting, and social media outreach.

Google Adwords & Bing Ads

With a group of Adwords certified professionals who have worked on $1,000,000/month campaigns, we knew we had to utilize this experience for ourselves. We picked 2 – 3 of our core services, and built out campaigns that were tightly controlled, provided rich landing pages experiences, and could be scaled once profitable. We now spend big on Google Adwords and Bing Ads across several of our service lines.

Here are several of the ways we implemented our Google Adwords & Bing Ads Campaign:

We located long tail keywords that were directly related to our services and solution set
We developed of 300 adgroups that maintain only 1 keyword per Adgroup.
We built 4 – 6 Ads per AdGroup so we can split test and find the best performing ads
We built 1 Keyword Per Adgroup in order to achieve high Quality Scores and gain more control over keywords that are under or over performing.
After reviewing our “search terms” report daily, we continuously added underperforming and unintended terms to our Negative Keyword list so our ad budget is being allocated to the keywords we know will translate into meeting and appointments.
We expanded these key learnings to Bing Ads as well as Canada and UK.

Facebook Ads/Social Media Advertising

We have several clients who utilize Facebook Adwords as part of their marketing mix. When companies reach out to us, they always tell us several days later “we see you guys everywhere.” That’s actually what we want to hear. And we utilize Facebook and even LinkedIn to continue speaking to those who express an interest in our agency.

We leveraged several targeting methods to keep Propellant Media top of mind and disrupt people’s regular viewing pleasures on Facebook:

Interest Based Targeting
Demographic Based Targeting
Behavioral Based Targeting
Video & Static Ad Advertising
Site Retargeting via Facebook & Instagram

Geofencing & Programmatic Display

From geofencing marketing and search retargeting, we ensure our team is utilizing best practices to locate intent based shoppers who may need geofencing services or upcoming trade shows we want to get our message in front of. We leverage:

Analytics & Measurement

When we say we practice what we preach, we mean it. Our team had ensure we tied in all our marketing efforts into our analytics and reporting so we could focus on the channels providing the greatest ROI. Here’s how we did it:

We implemented Call Rail, a call tracking software that allows us to measure which phone calls came from which digital channels and keywords.
We placed pixels on our website so we could implement a robust site retargeting and analytics campaign including LinkedIn, Facebook, Google Analytics, Google Adwords, Bind Ads Programmatic, and other critical Pixels:
We implement Hubspot as part of our marketing hub to measure analytics but also tie it into our sales software

This remains a constant process of fine tuning, but we now know which channels produce the most leads for us so we can shift marketing dollars to the highest performers, and improve the under performers.

Results In A Short Timeframe

With patience and hard work, Propellant Media went from 5 organic visits a day to 40 – 50 organic visits per day, a 900% increase. Our bounce rate (time spent visiting one landing page without visiting another on the same website) on the website decreased from 80% to 55%. Time spent on website increased from 1 minute to 2 and half minutes. This was due to the longer forms of content and the videos our team produced to showcase our case studies and “how to’s.”

But most importantly, our lead flow increased from 2 – 4 leads per month to now where we manage over 350 leads per month. And we’re not simply talking about clicks to our websites.

We view a lead as someone who enters their name, website, company name, and phone number. Because our team has a hub of collecting that contact information, we’re able to track all the leads to come into our agency and we know precisely where they are coming from.

Adwords Performance

Our team average a 7.1 Quality Score across our entire campaign. But more important, our average cost per lead (someone who calls, enters contact information, and engages on our chat box) remains at $25.00. On Bing Ads, our cost per lead is closer to $15.00. We continue to expand our Adwords campaign because the return on investment is positive.

How A Car Dealership Drove CTR Higher With Propellant Media

Challenge

A car dealership wanted to target consumers who showed interest in buying cars. The dealership hoped to capture more market share from their competitors and ultimately increase sales. They enlisted the help of Propellant Media to target consumers at competitor locations.

Solution

The Propellant Media Team developed a comprehensive strategy of geo-optimization. Our team built geo-fences around competitor locations specified by the car dealership. With quick learning from campaign launch, our team and multivariate algorithms optimized keywords and blacklisted specific domains to more precisely target consumers.

Result

Through multiple tactics and optimizations, our team achieved a CTR of 0.17%, exceeding the industry average of 0.1%. Moreover, our unique reporting capabilities allowed us to track and determine that 63 people came from our client’s competitor locations into their store. The campaign far exceeded our client’s expectations.

Car Dealership Targets Desired Audience With Our Team

Challenge

A car dealership wanted to target consumers at competing car dealerships. They also wanted to track the amount of people who saw their ads and then visited their store location. As a result, they enlisted the help of Propellant Media to reach the desired audience and to measure the number of people driven by our ads.

Solution

Our team developed a comprehensive strategy to target and convert the specified audience using geo-fencing. We built geo-fences around a list of car dealerships provided by our client. Upon campaign launch, our team blacklisted specific websites and adjusted the budget accordingly. As a result of our unique reporting, we were not only able to measure the number of conversions driven by the campaign, but also determine which geo-fences delivered the best engagement and visibility.

Result

Ultimately, our team was able to deliver an average CTR of 0.14%, which far exceeded the industry average CTR of 0.1%. Moreover, we able to track and determine that 50 people came to our client’s car dealership after seeing our ads.

A Party Venue Brought In More Foot Traffic With Propellant Media

Challenge

A party entertainment venue wanted to increase the amount of foot-traffic to their stores; however, they were unable to find a vendor who could track the amount of people who visited their store location. As a result, they enlisted the help of our team.

Solution

The Propellant Media team developed a comprehensive strategy to target and convert a specified audience using geo-fencing. Three geo-fence campaigns were launched with each store location being given their own campaign. The geo-fence locations were selected by the client. Upon campaign launch, our team blacklisted certain websites and adjusted the geo-fences accordingly. Our unique reporting capabilities allowed us to not only measure the number of conversions from the campaign, but also see which geo-fences delivered the best engagement and visibility.

Result

Through our team’s tactics and optimizations, Propellant Media was able to deliver a CTR of 0.14%, which is higher than the industry average CTR of 0.1%. We were also able to track the number of clients who entered their stores after seeing our digital ads and determine the average amount spent to acquire these customers. The client CPA significantly exceeded the average customer spend at their store locations.

How A Magazine Targeted Readers With Propellant Media

Challenge

A magazine wanted to geo-target the neighborhoods where their papers were delivered. They wanted the ads on their physical magazines to by accompanied by a digital advertisement campaign. As a result, they enlisted our team’s unique geo-fencing capabilities and expertise.

Solution

The Propellant Media team used geo-targeting tactics to deliver digital ads to the magazine’s customers. This was done to reinforce the hard copy ads so that people could see the ads on their devices as well as in the magazines that they had received.

Result

Through multiple tactics and optimizations, our team was able to deliver a CTR of 0.26%, which far exceeds the industry average of a 0.1% CTR.

How We Averaged A Cost Per Lead Of $60 For A Spray Foam Insulation Company

Challenge

A spray foam insulation company was use to some relative marketing success given the prowess of the spray foam insulation company as well as the systems they implemented to bring their services to consumers and real estate developers. They did have some operational challenges in keeping up with hiring to service clients, but knew they had to continue their marketing efforts.

They wanted to run Google Ads, but wanted to find a sensible means to track and measure the leads coming into their organization. Propellant Media was tasked with implementing a plan for their internal team to take over.

Solution

After extensive consultation with the spray foam insulation company to understand their core audience and context what’s been working in the past, the Propellant Media Team developed a comprehensive strategy of:

Google Ads (Standard Campaign) – Our team drilled down on the core terms relative to their brand.
Google Ads (Call Only Campaign) – In addition to a standard google ads campaign, given phone calls was a core KPI for the brand, we develop a call-only campaign, driving solely phone calls to the spray foam insulation company.
Site Retargeting Campaign – We utilized our programmatic platform to retarget individuals who visited the client’s website.
Call Tracking – The most important aspect of the campaign was to measure those who in fact called in. We utilized one of our platforms callrail in order to measure success and provide learnings to the client.

optimize the campaigns. This gave us a full view of the omni-channel marketing strategy and driving more immediate patient leads to the practice.

Over 60 Phone Calls Attributed From Google Ads Alone

A series of six dark blue circles displaying campaign statistics in white text. After taking over the Google Ads campaign, we were able to stay within budget and generate over 60 phone calls in a short period of time while maintaining a cost per lead of $60. Our team continued to optimize the campaign for the client before handing it back over to their team for full management and execution of the campaigns.

A table titled

Screenshot of a Google Ads campaign performance table showing data for five campaigns

Geofencing Marketing For Roofing Company Gives Huge Lift To Sales Team

The Marketing Challenge

A conglomerate of roofing companies were use to some relative marketing success with their traditional lower funnel Google Ads campaigns coupled with their sales reps door knocking and building relationships with homeowners that possess homes over 20 years of age. Roofs that are over 20 – 30 years of age are typically in need of repair or replacement.

In addition to leveraging the age-of-roof to target homeowners, they would also leverage weather events such as hail storm damage to get their message in from of people in those areas. Given the competitive nature of the roofing space, these roofing companies needed a strategy that provided a full funnel effect beyond the traditional google ads.

Solution

For the roofing companies, all marketing for the efforts start, first, by utilizing a “heat map” that identifies market areas hit hardest with the most damage from a storm. This map triggers the entire marketing process whereby the roofing companies deploy boots on the ground to the neighborhoods most affected including door knocking, door hanger/brochures, direct mail specific to these addresses, etc.

In turn, we utilize an ongoing geofencing for roofing companies and addressable geofencing approach in which we are essentially tracking along the movements of the active “boots on the ground.” Addressable Geofencing allows us to engage the same homeowners that live in the neighborhoods of interest. The difference is that addressable geofencing allows us to “prime the pump” so that when the door knockers connect with a resident, that person has likely seen the brand, recognizes the name and is aware of the opportunities for free estimates, repair / replacement services, etc. By using AGF, the roofing companies provide updates nearly weekly so that we are in lock-step with their sales personnel and the specific neighborhoods that they are working.

Additionally, after the sales personnel have left the area, our repetition of engagement on all of the residents’ devices continues for about 30 days so that effected residents can make sensible decisions about getting their roof repaired, etc. We also couple this approach with Site Retargeting-VIDEO for added “punch.” Below are the full effect of targeting we deployed:

Site Retargeting– Given the challenges in leveraging site retargeting on the Google Display network, and the importance of retargeting people who visited their website, we deployed a site retargeting strategy encompassing 5% of the overall marketing budget. Thus making all of their marketing work smarter.
Keyword Contextual/Search– After consulting with the client on their core keywords (roofing companies, roof replacement, commercial roof repair), we deployed a keyword strategy targeting people who researched many of these terms through the internet.
Geofencing Marketing – We deployed a geofencing strategy reaching neighborhoods where they did some prior work in.
Addressable Geofencing (Audience Curation) – Using our audience curation tool, we targeted people who owned homes over 30 years of age as well as locations with heavy hail storm damage.

With quick learning from the campaign launch, our team and multivariate algorithms optimized keywords and blacklisted specific domains to more precisely target consumers.

Geofencing Marketing Brings Huge Lift In Leads & Air Cover To Roofing Sales Team

geofencing roofing marketing

In addition to the success of their Google Ads campaigns, we continued with our programmatic strategy to achieve a click through rate above average at 0.19% for static banner ads (90% above industry average) and 0.12% compared to the average 0.10%. But more importantly, we drove 1,000 clicks and well over 15 conversions. If you value the cost of a roof at $15,000 – $25,000, the marketing had a significant impact on new business. The sales reps had an easier time selling more roofing jobs, and the branding and name presence of the roofers expanded in the area. They continue to deploy a holistic marketing strategy to ensure they’re expanding their top of funnel reach, middle of funnel intent, and lower funnel lead flow to the practice.

HVAC Repair Company Leverages Geofencing & Programmatic Display To Drive Leads

The Challenge

A white label partner who handles other marketing efforts for their HVAC Repair client did not have geofencing and programmatic display as part of their arsenal of digital marketing solutions as part at their digital agency. HVAC Repair is a competitive space and Google Ads doesn’t cut it despite the success it brings brands at the lower end of the marketing funnel. They wanted a middle to top of funnel solutions to raise their name profile and impact their Google Ads strategy with increased branded searches.

Given our experience working with HVAC Repair companies and our white label partner program, they came to us in an effort to bring this unique form of digital marketing to their client.

Solution

HVAC Repair companies mostly care about getting leads NOW. People who typically reach out to HVAC companies call when they have a problem. But the confidence in the outreach does stem from brand awareness and the sense that this hvac company is everywhere and services a lot of people. That is what drove the hvac company wanted to leverage geofencing marketing. After extensive consultation with the agency partner and their hvac repair company to understand their core audience and context what’s been working in the past, the Propellant Media Team developed a comprehensive strategy of:

Site Retargeting– Given the challenges in leveraging site retargeting on the Google Display network, and the importance of retargeting people who visited their website, we deployed a site retargeting strategy encompassing 5 – 10% of the overall marketing budget. Thus making all of their marketing work smarter.
Keyword Contextual/Search– After consulting with the client on their core keywords (ac repair, hvac repair, heating repair, hvac replacement), we deployed a keyword strategy targeting people who researched many of these terms through the internet.
Geofencing Marketing – We deployed a unique geofencing strategy targeting neighborhoods the HVAC Repair did some resent work in. We would leverage creative saying “We Just Fixed An HVAC Unit With Your Neighbor. Get 10% Off To Service Yours.” In addition, we targeted homes over 20 years of age with older units.

With quick learning from campaign launch, our team and multivariate algorithms optimized keywords and blacklisted specific domains to more precisely target consumers.

We Drove over 20 Plus Leads With Increased Engagement

hvac repair marketing geofencing

In addition to the Google Ads campaign they were running and the increased lead flow they got after we launched programmatic display display campaign, we continued with our programmatic strategy, achieve a click through rate above average at 0.13%, but more importantly, driving 580 clicks and 24 conversions/leads to the hvac repair comapny. They continue to deploy a holistic marketing strategy to ensure they’re expanding their top of funnel reach, middle of funnel intent, and lower funnel lead flow to the firm.

How We Drive 800 Marketing Patient Leads Every 30 Days For An Eye Doctor

Challenge

An optometry clinic (eye doctor) was use to some relative marketing success given the prowess of the eye doctor as well as the systems they implemented to bring their services to patients. They hired an in-house marketing team who was managing a lot of the marketing efforts, but took note of the heavy competition in their market.

They were already running Google Ads, but wanted to implemented geofencing marketing and programmatic display solutions to reach their target audience of elders in need of potential cataract assistance and millennials who need regular check ups. The eye doctor’s main business was laser eye surgery, so that remained the core of their practice. But with stiff competition, they still needed an out of the box solutions to round out their lower funnel Google Ads strategy.

Solution

After extensive consultation with the optometrist to understand their core audience and context what’s been working in the past, the Propellant Media Team developed a comprehensive strategy of:

Site Retargeting– Given the challenges in leveraging site retargeting on the Google Display network, and the importance of retargeting people who visited their website, we deployed a site retargeting strategy encompassing 5% of the overall marketing budget. Thus making all of their marketing work smarter.
Keyword Contextual/Search– After consulting with the client on their core keywords (cataracts, eye doctors near me, optometrists, lasik eye surgery), we deployed a keyword strategy targeting people who researched many of these terms through the internet.
Geofencing Marketing – We deployed a geofencing strategy reaching general hospitals and locations an older audience was located.
Addressable Geofencing (Audience Curation) – Using our audience curation tool, and in our effort to raise awareness, we target people over the age of 55 within a 5 mile radius.

With quick learning from campaign launch, our team and multivariate algorithms optimized keywords and blacklisted specific domains to more precisely target consumers.

In addition, the client’s internal team was slammed with managing their Google Ads campaign, thus they asked up to manage and optimize the campaigns. This gave us a full view of the omni-channel marketing strategy and driving more immediate patient leads to the practice.

Over 250 Leads & 500 Phone Calls Each Month

Google Ads Optometrist

After taking over the Google Ads campaign, we were able to expand the budget, while maintain a healthy cost per lead of $63/patient lead over a 30 day period. In addition, during that same period, we drove over 500 phone calls to the practice.

A graphic containing four red circles showcasing different statistics.

In addition to the Google Ads campaign, we continued with our programmatic strategy, achieve a click through rate above average at 0.12%, but more importantly, driving 2,900 clicks and 70 – 90 walk-ins to the optometrist practice. They continue to deploy a holistic marketing strategy to ensure they’re expanding their top of funnel reach, middle of funnel intent, and lower funnel lead flow to the practice.

How An Optometry Clinic Delivered A High CTR With Propellant

Challenge

An optometry clinic wanted to promote their six store locations. They hoped to capture more market share from their competitors and ultimately increase sales. They enlisted the help of Propellant Media to increase brand awareness and precisely target consumers interested in eye wear.

Solution

The Propellant Media Team developed a comprehensive strategy of site retargeting at the keyword level and geo-optimization. With quick learning from campaign launch, our team and multivariate algorithms optimized keywords and blacklisted specific domains to more precisely target consumers.

Result

Through multiple tactics and optimizations, our team achieved a CTR of 0.15%, exceeding the industry average of 0.1%. More importantly, the eyewear company drove over 60 store visitors over that one month period, utilizing our conversion zone tracking to measure foot traffic.