Category: Keyword Search Retargeting

Farm Equipment Supplier Grows CTR With Our Team

CHALLENGE

A farm equipment supplier was looking to target individuals looking to purchase agricultural and farming supplies. The advertiser enlisted the help of our team to utilize new geo fencing technology and several other programmatic advertising tactics with the goal of achieving the industry average CTR of .08-1%.

SOLUTION

The team developed a comprehensive strategy of geo fencing, site retargeting, search retargeting, contextual targeting and mobile geo optimization. The advertiser identified key locations to reach their target audience, focusing on other nearby farm supply stores. Our team built geo fences around each location. After campaign launch, our team worked to further optimize the campaign to maximize CTR. These included adding new keywords, adjusting the frequency cap and implementing day parting.

RESULTS

To date, our team has been able to deliver a .12% CTR, exceeding the client’s initial goal. The recent addition of new keywords has driven greater success as the campaign experienced a .19% CTR. Our team will continue to make optimizations to maximize performance over the duration of the campaign.

Car Dealership Steers Clients Away From Competition Driving Them To Their Location

CHALLENGE

A car dealership was looking to pull clients away from other car dealerships in their by targeting shoppers at their competitor’s locations. They enlisted the help of our team to utilize geo fencing technology to accomplish their goal.

SOLUTION

Our team developed a geo fencing strategy to capture these shoppers at the competing car dealerships. The advertiser identified several car dealerships near them and our team built geo fences around each location. With quick learning from the campaign launch our team was able to continually optimize performance by blacklisting various sites and adjusting the budget accordingly.

RESULTS

Through ES Group’s optimizations and geo fence tactics we achieved a CTR of .1554%, almost doubling the client’s goal of a .08% CTR. We were also able to supply reporting which included the number of shoppers at competitor locations that actually came to their location.

Personal Injury Law Firm Sees Increase In Cases

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 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 geo fencing and our geofencing technology for law firms.

SOLUTION

The client was mainly interested in geo fencing hospitals, urgent care facilities and places where accident victims frequented.  We also built a search retargeting campaign 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.

RESULTS

The law practice saw 62,000 impressions, 103 clicks and 0.17% click through rate. Well 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 and 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.

Clothing Retailer Shatters CTR Goals

CHALLENGE

A retailer wanted to use both video and display advertising 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.

SOLUTION

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 continually optimized the campaign after launch by fine-tuning keywords, categories, filtering domains, adjusting frequency capping and shifting budgets to the highest performing tactics.

RESULTS

Over the year-long campaign, our team was able to deliver a CTR Of .24%. Greatly exceeding the initial goal of .1% CTR. Additionally, the video creative experienced a successful completion rate of 72%.

Auto Dealership Drives In-Person Visits Through Geo-Fencing with Conversion Zones

CHALLENGE

An auto dealership was looking to increase brand awareness and bring prospective buyers into their location. They enlisted the help of our team to utilize geo fencing technology to more precisely target their audience, improve their overall advertising performance and track conversions. 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.

SOLUTION

Our team developed a comprehensive strategy of geo fencing with conversion zones to target relevant local users, drive up CTR and increase conversions. The first step was to build geo fences around heavy traffic 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 conversions. Before and after campaign launch our team 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.

RESULTS

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 optimizations to improve performance.

Restaurant Chain Wins Low-Cost Conversions & Geo Fencing

CHALLENGE

A regional restaurant chain was looking to build brand awareness and drive foot traffic to the location at a low CPA. 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 geo fencing technology in order to more precisely target their audience, track conversions and improve their overall advertising performance.

SOLUTION

The advertiser identified their restaurants for which they wanted to increase visits and sales as well as their top ten competitor locations. Our team then developed a comprehensive strategy of geo fencing with conversion zones to target those competitors within a ten mile radius and then measure conversions to their restaurants. The campaign also featured search retargeting at the keyword level, category contextual targeting and site retargeting. Additionally, the team was also able to further optimize keywords and blacklist certain domains 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 person who came to the store.

How We Helped A Florida Orthodontist Straighten Out Their Sales

CHALLENGE

An orthodontist practice in Florida needed to generate leads while lowering their cost per patient acquisition.

SOLUTION

We used SEO (Search Engine Optimization) and Targeted Digital Marketing to achieve those goals.

RESULTS

After only four months incoming phone calls increased 140%, while cost per call decreased from $100 to $27. The lower cost of  leads enabled them to open a fourth office.

How We Advised 14,000 Financial Service Advisors

CHALLENGE

A national financial services firm wanted to drive business calls to financial service advisors across the U.S.

SOLUTION

We used Search Retargeting and Category Contextual Targeting to identify prospects who had shown interest in financial services, then we delivered localized ads based on user location.

RESULTS

Cost-Per-Acquisition Fell Below $700—Even Lower Than Their Goal.

How We Helped A Ford Dealership Accelerate Sales

CHALLENGE

This auto dealership was interested in increasing used vehicles sales in the highly competitive used car market and enlisted the help of our team to improve conversion rates from site visits to inquiries.

SOLUTION

We ran a customized blend of targeting tactics to reach the car buying audience within a ten mile radius. In the early stages we ran three campaigns: USED CARS, NEW FORDS and F150s.

RESULTS

The USED CARS campaign did so well that the dealership ran low on inventory!  They later reallocated the budget to a new campaign focused on LINCOLN and continue to make their goals.