This local advertiser was using Paid Search and SEO to drive visitors to their site. They were having good success but wanted to see if there was a cost effective way to improve upon what they were already doing. They partnered with our team to add display advertising to their marketing mix with the goal of driving incremental quality traffic to their site.
THE CHALLENGE
This University was trying to increase applications and awareness for their fall MBA program and was struggling to find a partner who could achieve a CPA of $200 within the desired DMAs. They enlisted the help of our team to reach the target audience online and drive qualified applications for the fall semester.
SOLUTION
Our team developed a comprehensive strategy to reach an engaged and qualified audience near the six campus locations. Search Retargeting was key in enabling this advertiser to reach new customers and serve
customized ads based on the campus closest to the user. Our team’s multivariate optimization algorithm combined with human optimizations helped drive down the CPA and increase CTR.
RESULTS
Through multiple tactics and optimizations our team was able to achieve a CPA of $159, which exceeded the goal of $200, all while maintaining a .45% CTR.
A pharmaceutical company was looking to promote a drug for treating a common eye condition. They enlisted the help of our team to more precisely target their primary audience of optometrists and ophthalmologists, with the goal of achieving a $100 CPA.
Our team and the advertiser developed a comprehensive strategy of search retargeting at the keyword level and geo-fencing, with custom-shaped target zones drawn around doctors’ offices. With quick learning from the campaign launch, our team and our multivariate algorithms made mid-flight optimizations to improve performance, including fine-tuning keywords and shifting budgets to the highest performing keywords and tactics. Without mobile ad sizes, users who entered a geo-fence were delivered ads to their desktops using cross-device matching.
A regional restaurant chain located inside a hotel chain was looking to build brand awareness and drive in-store conversions at a low CPA. They have tried other tactics, but after learning about geofencing, they wanted to test out the tactic for potential roll-out to their chain of restaurants.
They were unable to find a vendor who could reach the target market and keep the CPA at or below $20. They enlisted the help of our team to utilize new geo-fencing technology in order to more precisely target their audience, track conversions, and improve their overall advertising performance.
The advertiser identified the key restaurants, nearby hotels, and places of interest for which they wanted to increase visits and sales, as well as their top competitor locations.
Some of the tactics we leveraged includes:
Our team was able to deliver a low CPA of $4.95, which far exceeded the advertiser’s goal of $20 CPA. With our team’s Conversion Zone tool, the advertiser was also able to track their Total Visit Rate (TVR), which showed the percentage of people who were served an ad and came to the store, and Cost Per Visit (CPV), which denoted the amount of advertising spend per a person who came to the store.
A local travel and tourism website for a popular vacation destination wanted to use programmatic video to drive awareness among their target audience in key locations around the United States. They enlisted the help of our team’s programmatic platform and used a variety of pre-roll video tactics to drive up the
CTR and maximize performance.
Our team developed a comprehensive strategy of search retargeting at the keyword level, category contextual targeting and mobile geo-optimization for pre-roll video. Each tactic was supported by :30 and :60 second video creative. After launch, our team and our multivariate algorithms worked to enhance the campaign on a regular basis by optimizing keywords, adding category contextual elements, adjusting frequency cap, and blacklisting poorly performing domains, all to drive up the video completion rate and CTR.
RESULTS
Through multiple tactics and optimizations, our team was able to deliver an average video completion rate of more than 60% over the course of three months with a .24% CTR.
An international speedway was looking to build brand awareness and drive loyalty among auto racing fans. They enlisted the help of our team to utilize new geo-fencing event targeting technology to precisely target their relevant audience with the goal of driving up CTR.
Our team developed a strategy to set-up custom geo-fences around the speedway to build custom audiences of users who visited the track during specific dates and times aligning with race events. These audiences were then retargeted with messaging promoting a large upcoming race. Approximately three weeks into the month-long campaign, our team added a conversion zone to measure users who attended any previous races, were delivered an ad, and then went to the final race.
An orthodontist practice in Florida needed to generate leads while lowering their cost per patient acquisition. We used Search Engine Optimization and Digital Marketing to achieve those goals.
An Atlanta dental practice wanted to generate leads and new patient bookings as well as reduce their cost per booking. To achieve those goals, we used Search Engine Optimization as well as Paid Search.
A leading producer of explainer videos needed to generate more leads without spending more on paid search. 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.
To achieve this goal, the Propellant Media team created an entire Search Engine Optimization program. We focused on the client’s most successful keywords, added negative keywords, and deleted terms that did not produce results. After campaign launch, we optimized the campaign by continuously adding and deleting keywords.
How can a small, relatively unknown B2B software provider compete with much larger companies when they have only a fraction of the marketing budget? By using content marketing and Search Engine Optimization to become a thought leader in a specific niche—presentation software.
A New York bail bonds provider was looking to increase the number of phone calls they received as well as improve their page rankings and increase their conversions and sales.
They enlisted the help of our team to utilize unique targeting capabilities to reach both the desired audience and improve their CTR.
Our team developed a comprehensive strategy to target and convert the specified audience using search engine optimization and pay-per-click advertising. We based each campaign around the services offered, and chose keywords that targeted audiences showing interest in these services.
With quick learning from campaign launch, our team was able to optimize targeting by blacklisting specific websites and update ad copy to keyword and landing page relevancy.
An innovative new product first seen on Shark Tank was already generating revenue through Amazon sales. To increase revenue even further, we used Amazon Consulting and Search Engine Optimization to achieve better Amazon search results. We also developed an Amazon Sponsored Ad (Display Advertising) campaign.
Car buyers are much more likely to purchase from a local dealership, so we used Geo-Fencing to target prospects within a specific geographic area. We then set up a Conversion Zone around the dealership to measure online-to-offline conversions.
CHALLENGE
A hotel in a popular destination area was looking to build brand awareness among their target audience and increase hotel visitors. They enlisted the help of our team to utilize new geo-fencing technology and other tactics to track offline conversions and improve their overall advertising performance. The advertiser’s goal was to achieve a low CPA and a high number of conversions.
SOLUTION
The hotel identified several competitor hotel properties to reach frequent travelers. Our team then developed a comprehensive strategy of geo-fencing with conversion zones to target those locations and then measure offline conversions to the advertiser’s hotel. The campaign also featured search retargeting at the keyword level and category contextual targeting. After the campaign launch, our team and our multivariate algorithms worked to maximize the campaign by optimizing keywords, blacklisting certain domains, adjusting pacing, and impression capping to decrease CPA and extend reach to the target audience.
RESULTS
Our team was able to deliver 30 geo-fence conversions (individuals who were served an ad and then visited the hotel), with a low CPA of $32.86 and also a CTR of .14%. With our team’s Conversion Zone tool, the advertiser was also able to track their Total Visit Rate (TVR) and Cost Per Visit (CPV).
A communications company was struggling to add B2B customers, and unable to meet their cost-per-acquisition goal of $800. We used Site Retargeting and Search Retargeting to identify and engage potential prospects, and Facebook Advertising to drive down CPA even further.