Portfolio Archive - Page 6 of 8

Bail Bondsman Sees Substantial Increase In Clients With Geofencing

bail bond conversion zone technology ctr

Challenge

This bail bonds agency has been in business for over 15 years. They’ve received a lot of business through personal relationships and some Google Adwords advertising. They wanted to find other practical solutions that could get their message right in front of people who were at the local jails or in front of family members/friends wanting to bail their loved ones out of jail. They came to us to see what we could do for them.

Solution

The bail bondsman instructed our team to geofence local jails nearby, competitor locations, as well as a few local intersections. 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 the bail bonds location for a bond.

Result

After spending $400 on the platform over the course of 1.5 weeks, the bail bondsman received 60,000 impressions and incredibly high CTR of 0.23% and 137 clicks to their website. What’s more powerful, our reporting showed there were 68 new and repeat visits they received from people who saw their ads while on their mobile devices at bail bonds competitors, jails, or courthouses. In addition, we were able to show the bail bondsman that while their natural foot traffic to their office was 1.11% of people who DID NOT see their ads typically came back to their law offices, while 3.17% of people who DID see their ads would come to their office, a 186% lift in foot traffic. The bail bondsman is interested spending more with geofencing and our team.

Personal Injury Law Firm Sees Increase In Cases & Foot Traffic To Their Law Office

Challenge

This personal injury law firm has been used to the traditional advertising methods of billboards, radio and TV advertising. They continued to do work in Paid Search, but wanted a more advanced solution that allowed them how to get their brand directly in front of accident victims and people who were most likely to be in need of a personal injury attorney. After performing some research on the web, they learned about geofencing and our geofencing technology for law firms.

Solution

The client was mainly interested in us geofencing hospitals, urgent care facilities, and places where accident victims frequented. We also built a search retargeting campaign (propellant.media/search-retargeting) where we targeted keywords such as personal injury lawyers and truck accident attorneys to get them exposure from people who actively search for these keywords around the web. 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 the client’s law office for a meeting.

Result

After spending $500 on the platform, the law practice saw 62,000 impressions, 103 clicks and 0.17% click through rate, above the industry average of 0.10%. What’s more powerful, our reporting showed there were 37 new and repeat visits they received from accident victims who saw their ads while on their mobile devices at hospitals, ER centers, and urgency care facilities. In addition, we were able to show the law firm that while their natural foot traffic to their law firm was 0.78% of people who DID NOT see their ads typically came back to their law offices, while 1.45% of people who did see their ads would come to their law offices, an 86% lift in foot traffic. The practice is interested in increasing their advertising spend with programmatic display and geofencing.

Tourism Company Brings In Visitors Online And On-Location

Challenge

This tourism company was looking to increase traffic to their site during the non- peak season to increase awareness and vacation bookings. The company tasked our team with reaching users in the research phase of planning for vacations.

Solution

The campaign was launched using both search retargeting at the keyword level and site retargeting. 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. After adding in more international travel sites, the team was able to generate a more effective keyword list and scale performance.

Result (Improved the Client’s CTR)

Through the multiple tactics and optimizations our team was able to achieve a CTR of .13%. The travel company decided to extend this campaign into their busy season to keep the consistent flow of visitors to site.

Hotel Property Targets Travelers With Our Team

Overview

A hotel property in a popular tourist destination city 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 consumers interested in travel to their location.

Solution

Our team developed a comprehensive strategy of search retargeting at the keyword level, site retargeting and mobile geo-optimization. With quick learning from the campaign launch, our team and our multivariate algorithms optimized keywords, blacklisted specific domains to more precisely target customers, 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 seasons.

Result (Tripled the Client’s CTR)

Through multiple tactics and optimizations, we achieved a CTR of .33%, more than tripling the client’s goal of reaching the industry average CTR of .08-.1%.

Mountain Resort Reaches CTR Peak With Our Team

Overview

A mountain resort and recreation area was looking to build awareness among its target audience and promote a discount offer. They enlisted the help of our team to utilize new geo-fencing technology and several other tactics to improve their programmatic advertising performance and accomplish their goal of achieving a CTR of at least .08%.

Solution

Our team developed a comprehensive strategy of search retargeting at the keyword level, category contextual targeting and geo-fencing. The advertiser identified dozens of regional recreational areas, resorts and campgrounds, and we built geo-fences around each location. With quick learning from the campaign launch, our team and our multivariate algorithms were able to continually optimize performance mid-flight, including monitoring keyword performance and adding new keywords to aid in delivery.

Result (Tripled the Client’s CTR)

Through multiple tactics and optimizations, our team achieved a CTR of .27%, more than tripling the client’s goal of a .08% CTR.

Commercial Airline Drives Conversion Success With Our Team

Overview

A commercial airline was trying to increase travel bookings and acquire new customers online. They were unable to find a vendor who could reach the target market and keep the CPA at or below $275. They enlisted the help of our team to utilize unique targeting capabilities to reach both the desired audience and CPA goal.

Solution

Our team developed a comprehensive strategy to target and convert the specified audience using keyword search retargeting and keyword contextual targeting. With the quick learning from the campaign launch, our team was able to optimize the keywords and target content with terms relevant to airline travel to more precisely reach the client’s customers.

Results (Lower Cost Per Acquisition)

Through multiple tactics and optimizations, our team was able to deliver an average CPA of $91.00, which far exceeded the client’s goal of $275.

Financial Services Firm Reports Outstanding CPA With Our Team

Challenge

A regional and investment services firm with over 2,500 branches in 19 states wanted to raise awareness and secure conversions for an innovative mobile banking application.

Solution

We recommended placing pixel on the clients website. Using the data from the pixel, our team matched data from our team’s user pool to actual site visitors. Using existing data such as demographics, geographies, keyword searches and recently visited domains, we created a highly effective search retargeting campaign. We then layered in a contextual targeting campaign based the successful keywords from the search retargeting campaign.

Result (Significantly Lower CPA)

The blended campaign has consistently delivered a CPA more than 60% under goal. Insight reports reveal that the CPA is significantly higher while the spend used to acquire the mid- and high-income audience was extremely efficient.

Financial Services Company Breaks Through With Our Team

Challenge

This client wanted to increase visits to their website and break through the clutter of a saturated market. This client’s goal was to increase page views on their site while keeping the cost at or below $4.00 per visit.

Solution

Using Search Retargeting, we identified the right audience and served them over 22.4M ads. The campaign was optimized at the keyword, day part and recency level to ensure the ads were getting to the right audience, at the right time and to customers who were recently searching for financial services keywords.

Result (Increased Page Views)

The campaign increased page views by 6,484 with a cost per visitor at $2.13, exceeding the campaign goal by 47%.

Credit Union Benefits From Unstructured Data With Our Team

Overview

A credit union was looking to increase awareness among its target audience and drive new credit union memberships. They were not seeing success with their current digital advertising strategy so they enlisted the help of our team to more precisely target their audience and drive up the CTR they had been seeing from other vendors.

Solution

In order to reach relevant consumers in the retirement planning stage, our team developed a comprehensive strategy of search retargeting at the keyword level, site retargeting and mobile geo-optimization. With quick learning from the campaign launch, the team was able to increase and optimize the keywords, blacklist specific domains to more precisely target customers, and adjust the frequency cap to maximize budget and overall campaign effectiveness.

Result (Met CTR Goals)

Through multiple tactics and optimizations, our team achieved a CTR of .1%, meeting the client’s initial goal of achieving the industry average CTR of 0.08-.1%.

Digital Propels Deana Ingraham To A Re-Election Victory

East Point is a small city with a vibrant community and Deana was already serving as Mayor but wanted to ensure she got her message out to millennials and consumers of content on digital platforms, so they hired Propellant Media to assist in securing her re-election as mayor.

Solution

Our team implement several different strategies that allowed Deana to connect more directly with the people of East Point:

Facebook/Instragram – our team developed a campaign centered around millennials and high propensity voters who live the City of East Point
Programmatic Display (Geo Fencing) – our team located specific pockets and high traffic areas in East Point to target so we can could effectively get our message out to key neighborhoods

Result (Won her re-election as Mayor)

Deana Ingraham was elected to her second term as Mayor of East Point. Deana credited our team with both securing her place with a comfortable win, but also developing strategies that will help give her a running start with strong political capital to get legislation and work done on behalf of the city.

Atlanta Mayoral Candidate Wins Tight Race (Less Than 800 Votes) With Digital

Keisha was already a formidable candidate having the backing of the current mayor of Atlanta, deep roots within the city, and a strong grassroots operation. After winning the primary and knowing she would be going toe to toe with Mary Norwood, she had to amp up her digital operation and message. Our agency was brought on as a consultant to assist with that amplification.

Solution

Propellant Media devised a Facebook/Instagram advertising campaign centered on leveraging Keisha’s existing base of voters who have express an interest in learning more about her candidacy. We leveraged both high propensity voters as well as that existing based with targeted video content to excite her base, micro target segments with micro issues critical to those voting blocks, and turning out voters at key events during the remainder of the campaign.

Result (Won by less than 800 votes)

Keisha Lance Bottoms won the Atlanta Mayoral Election by 800 votes, which we believe was partially impacted by our digital advertising operation, which was non existent prior to the runoff.

Non Profit Civil Rights Museum Achieves Strong Visibility & Ticket Sales With Geofencing & Google Ads

Challenge Raising Awareness To A Brand New Center

National Center for Civil & Human Rights represents an icon of history and story telling to share the true premise of the African American experience and the effect of civil and human rights on America. Founded in 2014 and located in Atlanta, GA, the center was just in its infancy stages to bring awareness to its center and get people into the doors. They continue to have a need to drive membership, promote it’s events, and most importantly drive people into its doors.

However, over the last 3 years, there was a strong need to expand it’s digital marketing efforts. The marketing team originally reached out to Propellant Media for geofencing, but we saw an opportunity with the Google Grant, and other digital tactics to bring exposure to the center.

Strategy & Tactical Execution

Our team helped the civil rights museum apply for the Google Grant which is a $10,000/month advertising credit that only non profits and 501c3’s have access to. Our team also utilized our advanced site retargeting and geo fencing capabilities to better promote their events and retarget to those who visited museum. Below are the tactics we devised for the center:

- Geofencing Marketing – Our team built geo-fences around competitor atlanta attractions. We believed that their core audience was already working at these locations, so serving ads to them would give us more exposure to thinking about visiting the Center For Civil & Human Rights Museum.
- Site Retargeting – In order to maximize our brand recall and those who visited the website, we developed a site retargeting campaign with a frequency of 4 ads served per day per person to keep them top of mind, not just to our campaigns but to other digital advertising efforts we were deploying including Google Ads and their existing use of Meta (Facebook/Instagram).
- Google Ads – As part of our omnichannel marketing company, we went after in-market terms such as:
  - museums in atlanta
  - african american museum atlanta
  - martin luther king museum
  - atlanta museums
  - things to see atlanta

What We Achieved With The Center

First, our team was successful in securing the grant for the Center For Civil & Human Rights Museum which they’ve been able to utilize 80% of it month-over-month. In addition, our geo fencing and site retargeting campaigns helped the art museum secure more fundraising dollars and a heightened awareness of the art museum.

We sold over 3500 tickets last year from the use of the Google Grant. And from the geofencing marketing, we tracked over 200 walk-ins from people who saw or clicked on the ads and then chose to visit the center. Please note there is a 30 day rolling window in which we can track those who saw the ads and visited the center.

They have been a client for over 3 years and we continue to engage with the center, including Meta (Facebook/Instagram) Advertising.

Art Museum Exhibits More Summer Fun With Google Grant

An art museum in California was trying to find ways to advertise their summer camp without blowing a hole into their budget. They also wanted to fund new ways to promote events at the Art Museum as well as continue speaking to those who visited the art museum for various events. That’s when they decided to engage our team.

SOLUTION

Our team helped the art museum apply for the Google Grant which is a $10,000/month advertising credit that only non profits and 501c3’s have access to. Our team also utilized our advanced site retargeting and geo fencing capabilities to better promote their events and retarget to those who visited this art museum.

RESULTS

First, our team was successful in securing the grant for the Art Museum which they’ve been able to utilize 80% of it month-over-month. In addition, our geo fencing and site retargeting campaigns helped the art museum secure more fundraising dollars and a heightened awareness of the art museum.

NPR Radio Captures More Listeners With $40,000/Month Google Grant

Situation

WNYC (www.wnyc.org) is a New York based radio station with a hefty website and tons of podcasts. Given they are under the brand of NPR radio, a non profit and 501c3, our team engaged with them to determine how best they could apply for the Google Grant of $10,000/month and also how best best to leverage it for their radio station.

Solution

First, our team had to apply for the Google Grant for our client which we were successfully approved for. Next, our team created a robust and highly segmented paid search campaign that including fundraising initiatives, advertising exposure for the radio station, and membership drives in highly segmented parts of the USA.

Results

Our team not only helped the clients successfully increase it’s exposure for the radio station, due to meeting the max $10,000/month budget we were able to apply for the grantspro account which entails $40,000/month in advertising credit on Google’s search platform. To say the least, our engagement was a success.

Youngest Mayoral Candidate Elected With Digital Advertising

A mayoral candidate in Birmingham, Alabama began his journey to unseat a two-term mayor who had been in government since the late 1980’s. The challenger knew he had to do things a little differently, show he is listening to the voters while sharing his message with everyone willing to listen. But because his name ID was not well known, he also needed to leverage a less cost effective strategy for fundraising, garnering volunteers, and ultimately winning the support of Birmingham constituents. That’s when the campaign turned to Propellant Media.

SOLUTION

Our team implemented a 5 prong strategy. We geo fenced two of the colleges in Birmingham, utilized our CRM technology to serve Ads to high propensity voters we retrieved from our voter file list, implemented site retargeting so we could continue speaking to those who were thinking about his candidacy, utilized the same voter file to target those same constituents on Facebook/Instagram, and utilized video spots to create more of a persuasive argument for the candidate.

Result (Polled 14% to 59%)

When our team engaged with the candidate, he was polling in third place at 14% while the 2-term incumbent was at 54%. During the first runoff election, our client ended at 41% while the incumbent finished at 37%. During the second runoff between the two, our client finished at 58% while the incumbent finished at 41%. The campaign manager told us, “they were concerned about a lot of things during the campaign, but never digital. Our campaigns were an integral part to winning this election for mayor.”