Portfolio Archive - Page 5 of 8

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.

Local Pharmacy Increases Foot Traffic With Geofencing

Challenge

A pharmacy was trying to increase 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. They reached out to Propellant Media to reach the desired audience and to measure the number of conversions.

Solution

The Propellant Media team developed a comprehensive strategy to target and convert the specified audience using geo-fencing. The geo-fence locations were selected by the client and included competitor pharmacies, grocery stores, etc. 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 multiple tactics and optimizations, our team was able to deliver an average CTR of 0.18%, which far exceeded the industry average CTR of 0.1%. Over that short period of time, the team drove over 10 visitors to the Pharmacy.

Farm Equipment Supplier Grows CTR With Our Team

Challenge

A farm equipment supplier was looking to target individuals looking to purchase agricultural and farming supplies. The advertiser enlisted the help of our team to utilize new geo-fencing technology and several other programmatic advertising tactics with the goal of achieving the industry average CTR of .08-1%.

Solution

The team developed a comprehensive strategy of geo-fencing, site retargeting, search retargeting at the keyword level, category contextual targeting and mobile geo-optimization. The advertiser identified key locations to reach their target audience, focusing on other nearby farming supply stores, and our team built geo-fences around each location. After campaign launch, our team and our multivariate algorithms worked to further optimize the campaign mid-flight to maximize CTR. These included adding new keywords, adjusting the frequency cap and implementing dayparting.

Result

To date, our team has been able to deliver a .12% CTR, exceeding the client’s initial goal. The recent addition of new keywords has driven greater success as the campaign experienced a .19% CTR over the past 30 days. Our team will continue to make in-flight optimizations to maximize performance over the duration of the campaign.

PI Attorney Gets Influx Of Accident Cases With Geofencing

Challenge

A personal injury attorney wanted to increase awareness among its target audience and drive accident victims to their practice. They were spending a ton on Google Ads where the cost per click alone was $200/click. They knew they needed to implemented a more omnichannel solution and discovered geofencing as an ad on. They were not seeing success with their current digital advertising strategy so they enlisted the help of out team to more precisely target their audience and drive up the CTR they had been seeing from other vendors. We with some guidance, they reached out to our team for perspective.

Solution

In order to reach relevant consumers who likely just got into an accident, our team developed a comprehensive programmatic display strategy that included search retargeting at the keyword level, site retargeting and geo-fencing.

Geofencing Marketing – Instead of solely targeting hospital systems and ER’s, where you tend to get a lot of waste due to the number of people who DID NOT get into a car accident but are at the ER center, we focused on just a few ER’s but centered the budget on geofencing towing locations and car collision centers where we have a higher propensity to reach our in-market target audience.
Search Retargeting/Keyword Contextual – Given the high cost of retargeting and google ads specifically, we simply leveraged many of the high intent keywords like “car accident attorney” and used that for our keyword contextual campaigns.
Site Retargeting – Google display network doesn’t allow for many PI Attorneys to retarget people who visited their website. But via our programmatic ad exchanges, we can. So, we implemented a retargeting strategy hitting people who visited the website and then left thus making their overall marketing work smarter for them.
CRM Retargeting/Addressable Geofencing – Through a third party database, the attorney had contact details on individuals who got into a car accident. So we leverage addressable geofencing and crm retargeting to serve our ads to those individuals as well. This rounded out our omnichannel programmatic display marketing strategy.

With quick learning from the campaign launch, our team was able to increase and optimize the keywords blacklist specific domains to more precisely target consumers, and adjust the frequency cap to maximize budget and overall campaign effectiveness.

Result

Through multiple tactics and optimizations, our team achieved a CTR of .1680%, exceeding the client’s goal of achieving the industry average CTR of .1%. We were also able to lower their cost per lead because of the site retargeting strategy we implemented, and they saw a noticeable influx of phone calls coming into their practice.

Bail Bond Agency Doubles CTR with Propellant Media

Challenge

A bail bonds agency was looking to increase foot traffic to their agency and increase brand awareness amongst their target audience. The company tasked our team with reaching new users.

Solution

The campaign was launched using both geo-fencing and site retargeting. With quick learning from campaign launch, our team was able to optimize keywords and blacklist specific websites to more precisely target the customers. Our team created geo-fences around competing bail bond agencies, county jails, and other government institutions. We believed that the agency’s potential clients were located here. Moreover, we targeted the audience captured by our geo-fences to reinforce the campaign’s message and to further raise awareness.

Result

Through the multiple tactics and optimizations, the Propellant team was able to achieve a CTR of .2170%. This doubled the industry average of a .1% CTR.

Orthopedic Hospital Improves Brand Awareness with Our Team

Challenge

An orthopedic hospital with six locations was looking to increase the number of phone calls they received as well as improve their brand awareness. Measuring foot traffic was another important metric they could measure through their other media channels including Billboard TV, and Print and even paid media.

They enlisted the help of our team to utilize unique targeting capabilities to reach both the desired audience and improve their CPA.

Solution

Our team developed a comprehensive strategy to target and convert the specified audience using geo-fence targeting. We decided to targeted places where people get hurt often such as job sites, Lowe’s of the world, sports facilities and even some competitive conquesting where we are targeting our competitor locations.

With the quick learning from the campaign launch, our team was able to optimize targeting by blacklisting specific websites. Moreover, we create conversion zones around each orthopedic hospital location to track conversions from our geo-fencing. We then built geo-fences around locations specified by the company.

Results

Through our multiple tactics and optimizations, we were able to deliver an average CPA of $2.27 and deliver 1,670 actions (times in which people saw or clicked on the ads and then visited one of the hospital’s physical locations) within a month.

Our CTR for this campaign was .1816%, which far exceeds the industry average CTR of .1%.

Law Firm Seeks Improved Programmatic Advertising Performance & Improved CTR

Challenge

A personal injury law firm was looking to increase awareness among their relevant audience and drive up their programmatic advertising performance. They enlisted the help of our team to precisely target an audience with the need of a personal injury lawyer.

Solution

Our team developed a comprehensive geo-targeted strategy of search retargeting at the keyword level and site retargeting. With quick learning from the campaign launch, our team was able to increase and optimize the keywords, adjust category contextualization, and blacklist specific domains to more precisely target customers across desktop and mobile platforms. As a fully programmatic campaign, our team was able to shift budget mid-flight and focus spend where it was most effective; therefore, saving money and increasing performance.

Result

Through multiple tactics and optimizations, our team delivered a CTR of .2632%, exceeding the industry average and the client’s goal.

Online Pet Store Increases Sales & Brand Awareness with Our Team

Challenge

A pet product company was looking to increase their online sales and build awareness among its target audience. They reached out to Propellant Media to utilize our geo-fencing technology and accomplish their goal of achieving a CTR of at least .08%.

Solution

The campaign was using a geo-fencing tactic to target pet owners and advocates. The client provided a list of locations to capture their target audience. These locations included animal humane societies, animal hospitals and clinics, pet boarding companies, pet retail stores, and etc. With the quick learning from the campaign launch, our team was able to optimize the keywords and target specific travel blog domains to more precisely target the customers.

Result

Through Propellant Media’s optimizations and geo-fence tactics, we achieved a CTR of .2058%, more than doubling the client’s goal of a .08% CTR.

Car Dealership Steers Clients Away from Competition Driving Them To Their Location

Challenge

A car dealership was looking to pull clients away from other car dealerships by targeting audiences at their competitor’s locations. They enlisted the help of our team to utilize a new geo-fencing technology to accomplish their goal of achieving a CTR of at least .08%.

Solution

Our team developed a geo-fencing strategy to capture these audiences at the competing car dealerships. The advertiser identified several car dealerships near them and our team built geo-fences around each location. With quick learning from the campaign launch our team and multivariate algorithms were able to continually optimize performance mid-flight by blacklisting various sites and adjusting the budget accordingly.

Result

Through Propellant Media’s optimizations and geo-fence tactics, we achieved a CTR of .1554%, almost doubling the client’s goal of a .08% CTR.

Boutique Store Brings in Visitors Online & On-Location

Challenge

A boutique store wanted to promote their prom dress selections to high school students. 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 prom dresses.

Solution

The Propellant Media Team developed a comprehensive strategy of keyword contextual, site retargeting at the keyword level, and geo-optimized. With quick learning from campaign launch, our team and multivariate algorithms optimized keywords, blacklisted specific domains to more precisely target consumers, and adjusted the frequency cap and pacing to maximize budget. We also shifted budget to higher performing areas and swapped creative to keep the advertisements relevant through changing season.

Result

Through multiple tactics and optimizations, our team achieved a CTR of .1657%, more than doubling the client’s goal of a .08% CTR, which is the industry average.

Hair Salon Increases Foot Traffic to Their Shop with Our Team

Challenge

A hair salon chain wanted to increase the amount of foot traffic that their stores received; however, they were unable to find a vendor who could track the amount of people who came to their stores upon viewing their ads. They enlisted the help of our team to utilize our unique targeting capabilities to reach both the desired audience and measure their advertising conversions.

Solution

Our team developed a comprehensive strategy to target and convert the specified audience by using geo-fencing, search retargeting, category contextual, and domain targeting. Most of the advertising budget went to the geo-fencing; however, we combined the search retargeting, category contextual, and domain targeting to extend our geo-fence campaign’s success. The geo-fence locations were selected by the client and included malls, grocery stores, competitor salons, etc. Within our category contextual campaign, we identified categories relevant to the target audience (e.g. fashion, hair, entertainment news, etc.) to reach them while reading about the topics on the internet. We also targeted specific websites and apps that our specific target audience visited (e.g. WESH 2 News-Orlando, USA Today, ESPN, etc.).

Result

Within a span of one month, our team was able to drive 85 people to their store. The CPA was $2.36, which means that to get those 85 store visits, our client spent on average $200.60 in total. Moreover, we achieved a CTR of 0.1384%, which far exceeded our client’s goal of reaching the industry average CTR of .08-.1%.

Orthopedic Sports Facility Builds The Bones of A Successful Geofencing Campaign

Challenge

This orthopedic sports medicine facility with 6 locations has been use to their traditional methods of advertising including TV, billboards, and referrals from other doctors. They heard about geofencing and reached out to our team to understand how it works, what we could do for them, and how we measure success.

Solution

The team lead at the sports medicine facility instructed our team to geofence competitor locations, home improvement centers (Lowes), and other sports facilities. Finally, in our effort to measure our results, we utilized our conversion zone technology to track the number of people who saw or clicked on the client’s ads and ultimately came back to one of their orthopedic sports medicine facilities. We utilized both video ads and static advertising to measure which ads received the better response rates from potential patients.

Result

Over the course of 2 weeks, the sports medicine facility received 140,000 impressions, and incredibly high CTR of 0.20% and 281 clicks to their website. What’s more powerful, our reporting showed there were 72 new and repeat visits the sports medicine center received from people who saw their ads while on their mobile devices at their targeted locations such as competitors, Lowes, Home Depots, and sports related facilities. In addition, we were able to show the orthopedic sports medicine facility that while their natural foot traffic to their center was 0.71% of people who DID NOT see their ads typically came back to their facilities, compared to 1.95% of people who DID see their ads would come to their office, a 163% lift in foot traffic. The medical center is interested spending more with geofencing and continuing the campaign for an additional 8 months.