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Banking represents one of the oldest industries in the world.  The exchange of cash and financing for businesses and companies remains a critical engine to worldly economies.  But marketing it is a different story and advertising to a core audience remained the challenge for a local credit union wanting to cut through the noise and reach more customers.  After testing many different offline and online channels, they tried geofencing marketing.

Solution

Our team at Propellant Media developed a strategy centered around the credit union developing a customer loyalty game plan as well as targeting nearby competitor banks by offering specific credit card specials to those particular customers.  Our team geofenced the various credit union banks as well as their competitor locations as part of the overall gameplan.  Our team also leveraged our conversion zone technology allowing us to measure foot traffic from those who have seen or clicked on the ads and visited the banks many regional locations.

A high end real estate company wanted to increase visits to their website. They were not seeing success with their current digital advertising strategy so they enlisted the help of Propellant Media to target consumers and raise CTR.

The Propellant Media Team developed a comprehensive SEM strategy. The campaigns were organized around the neighborhoods of each real estate property, and the ad groups and keywords were created to target audiences looking for homes in those neighborhoods. With quick learning upon campaign launch, our team optimized specific ads by improving ad copy relevancy to keywords and landing pages.

Through multiple tactics and optimizations, our team achieved a CTR of 7.58%, exceeding the industry average of 1.91%. The campaign far exceeded our client’s expectations.

A national accounting has been a constant exhibitor and sponsor of an annual trade show.  They use to the traditional marketing methods and dollars they’d throw at sponsoring the event.  But this firm wanted to test new marketing methods and expand their exposure beyond simply attending the event, exhibiting and sponsoring.  The accounting firm wanted more marketing reinforcements.

Within a 1 week time frame the Propellant Media Team developed a comprehensive strategy of geo-optimization targeting people at the trade over the 4 day period, while allows the client to continue serving ads to them event attendees for up to an additional 216 days.  Our team built geo-fences around the event and nearby hotels to reach event attendees most likely to express an interest in the account firm.

Through multiple tactics and optimizations including event targeting, geofencing, IP address targeting, and site retargeting, our team achieved a CTR of 0.15%, exceeding the industry average of 0.1%.

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.

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.

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.

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.

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.

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.

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.

 

 

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:

• Site Retargeting
• Geofencing Advertising
• Search Retargeting/Keyword Contextual Targeting
• CRM Retargeting

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.

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.

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.

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.

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.

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.

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.

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 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.

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.

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.

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.

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.

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.