With only weeks until election day, this politician was losing the Senatorial race to his opposition and needed to reach voters online in several key counties to complement his TV & direct mail efforts. An online strategy was quickly developed to reach users in the target geographies and an online audience was created that mirrored who they were already targeting through traditional advertising to extend the campaigns reach.
An upscale retailer wanted to use both programmatic video and display to target male and female shoppers interested in clothing and shoes. They enlisted the help of our team to more precisely target their audience, improve overall advertising performance and achieve a .1% CTR.
Our team developed a comprehensive strategy of category contextual targeting, keyword search retargeting, site retargeting, mobile geo-optimization and Facebook Newsfeed. The campaign featured a blend of display and video creative to maintain consistent branding but also promote special collections, seasonal changes and promotions. Our team and our multivariate algorithms continually optimized the campaign after launch by fine-tuning keywords and categories, filtering domains, adjusting frequency capping, and programmatically shifting budgets to the highest performing tactics. Due to the length of the campaign, our team was able to apply key learnings to isolate optimizations for the shorter flights.
This local health club was using Social Media and direct mail to increase new memberships within an eight mile radius of the gym. Because of their tight geo-target, previous digital strategies had failed to create a positive return on investment. Their goal was to increase memberships among families and encourage parents to sign up their kids for swim classes.
Two campaigns were launched targeting users who lived in the zip codes within an eight mile radius of their location. One campaign offered no enrollment fees, while the other campaign promoted swim classes to local parents.
An auto dealership was looking to increase brand awareness among their target audience and bring prospective buyers into their location. They enlisted the help of our team to utilize new geo-fencing technology to more precisely target their audience, improve their overall advertising performance and track o line conversions. With a goal of achieving a 0.1% CTR, the dealership also wanted to track Cost Per Visit (CPV), defined as the total campaign spend divided by the number of users who were delivered an ad and then visited the dealership in-person.
Our team developed a comprehensive strategy of geo-fencing with conversion zones to target relevant local users, drive up CTR and increase o line conversions. The first step was to build geo-fences around heavy traff ic areas with high concentrations of users in the target market identified by the advertiser. Our team then setup a conversion zone around the advertiser’s dealership to measure online-to-off line conversions. Before and a fter campaign launch, our team and our multi-variate algorithms made optimizations to improve performance. These included adjusting day parting and pacing to ensure the campaign was live during peak performance hours, and also implementing creative pacing to spend more aggressively on the top performing creatives.
To date, our team has been able to exceed the initial campaign goal with a strong CTR of 0.17% and deliver a CPV of $20. Through the use of our team’s conversion zone tool, the advertiser has also been able to measure the exact number of conversions originating from each individual geo-fence. As the campaign continues, our team will continue to make mid-flight optimizations to improve performance.
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.