The Challenge
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.
Solution
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:
- Geofencing Marketing – We focused on many nearby food and restaurant competitors, hotels, and places of interest where people are traveling
- Conversion Zone Tracking – Our team then developed a comprehensive strategy of geo-fencing with conversion zones to target those competitors within a 10 mile radius and then measure conversions to the advertiser’s restaurants.
- Search/Keyword Contextual – The campaign also featured search retargeting at the keyword level, category contextual targeting and site retargeting. Our team and our multivariate algorithms worked to further optimized the campaign based on latitude and longitude data within local, targeted areas and applied these geo-locations to target our delivery to the advertiser’s intended audiences. Additionally, the team was also able to further optimize keywords and blacklist certain domains mid-flight to decrease CPA and extend reach to the target audience.
Results
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.
