Keyword Contextual/Search Archives - Propellant Media Education

Challenge

A local jewelry store was looking for ways to connect with potential consumers who could become ready buyers of jewelry at their store. They’ve been use to the traditional digital advertising channels including Google Adwords, SEO, Facebook Advertising and many of their own traditional offline marketing mediums.

After learning about programmatic display and geofencing marketing, the jewelry store decided to test the waters with Propellant Media.

Action

During the course of 2 months, our team built hyper local and granular targeting campaigns focused on events the company was sponsoring as well as ongoing geofencing campaigns in order drive foot traffic to their stores in their local area.

In addition to geofencing the said events as well as competitor locations, our team built what’s called conversion zones around their individual stores in order to measure foot traffic and those who saw and clicked on their ads and then visited their stores afterward.

We also informed the client that a more full funnel approach to their geofencing campaign would drive better performance, so we created a media plan that broke down as follows:

Geofencing Marketing – 70% of media
Keyword Contextual/Search Retargeting – 25% of media
Site Retargeting – 5% of media

This is a standard but customized program we do for most brands, but this was showed this approach would allow for reaching buyers based in their intent to buy online and those who visited competitor jewelry stores.

Results

Over the course of 8 months, our team drove 141,000 impressions, 161 clicks to their ads, and 0.11% click through rate (above the industry average of 0.10% CTR).

More importantly, our team helped drive over 51 new people to their stores over the course of 2 months.

In addition to measuring foot traffic to the jewelry stores, we were also able to measure over foot traffic lift to their store locations. The carrier experienced a 60% lift in foot traffic when you compare those who did not see the jewelry store’s ads versus those who did see the carrier’s ads.

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.

Category: Keyword Contextual/Search

Jewelry Store Drives Over 50 New Visitors To Their Store