Paid Search Archives - Propellant Media Partners

Local State University Defies Expectations During Covid 19 At $10 Cost Per Lead

students or teenagers with files and diploma

The Challenge

This local university has a multi-million dollar marketing budget across their undergraduate and graduate programs. Between the many competitors they have to face including prominent Georgia and Southeast Universities attracting new applicants and students has not been an easy task. That in addition to the low brand recognition for the university, they have been slowly growing their presence, but needed new innovative tactics to help them reach the student profile that could thrive as students at their school as well as graduates. That’s when they reached out to Propellant Media for guidance.

The Solution We Implemented

Our original statement of work included OTT/CTV Advertising and Streaming Radio/Spotify campaigns for undergraduate brand. But as we continued to work together, they soon learned that our passion and partnership mattered just as much as the results. It showed in our communication, our execution of campaigns, and bringing fresh ideas based on our prior experience with other colleges and universities we worked with.

Nine (9) Months into our client management approach, and supported by strong results, the University was proactively convinced to dramatically increase our SOW to include

Geofencing SAT & ACT locations as well as moments when the admissions team is visits certain recruitment events in the southeast
Full Funnel Google Ads campaign centered around brand & non brand keywords
Paid Social (LinkedIn & Facebook/Instagram) lead generation campaign
Focus on retargeting leads with urgency language to get them to convert into true applicants
Now handling their marketing plans for the Biz School and Multiple Grad Programs
Implementing a Full Funnel attribution model and tying advertising data to applicant and CRM data
All vital digital channels Google Adwords, Bing Ads, YouTube, Programmatic Display, lookalike modeling, CRM targeting, OTT/CTV, Pandora/Spotify, Twitch, LinkedIn, Facebook/Instagram

Results Of The Campaign

As we launched and took over the majority of the campaigns, we helped the client lower their cost per student lead which continued to hover at $10 – $20/student for their undergraduate institution. Our highest peak of lead flow has grown to 2,800 leads per month.

And for the graduate programs, we helped decrease the cost per lead went from $1,100 to $250, thus filling up each department across all the grad programs at the University. We currently manage over 25 graduate programs each with their own set of strategies.

We have been a partner with the institution for over 3 years and counting.

The University was featured in several publications highlighting the roughly 20% year over year growth despite COVID-19 and the expected increase in competition due to it.

Non Profit USA Water Polo Brings Marketing Awareness Youth & More Viewer

The Challenge For A National Brand Expanding Awareness

USA Water Polo, despite being a nationally recognized sport is not as recognized for recreational purposes. Many kids and teenagers enjoying the sport of competitive swimming, but water polo as a sport pales in comparison other sports more recognized by Olympics and other national sports committees.

USA Water Polo knew they had a task on their hands with limited budget to achieve 3 things:

Reach youngsters who already have a passion for swimming to learn more about water polo
Get people to join the organization and even give back to the non profit
Get more eye balls watching water polo events throughout the county

After hearing about geofencing marketing and knowing they were not getting enough out of the Google Grant, the director of marketing wanted to deploy more sophisticated strategies to grow the brand We deployed geofencing marketing, programmatic audio, site retargeting, Google Ads, and a new tactic with Facebook/Instagram advertising in which we took our geofencing audience and pushed that audience into the Facebook Instagram Platform.

Marketing Mix For USA Water Polo Campaign

The team at Propellant Media developed a comprehensive strategy of geofencing (YMCA’s and other locations people frequent for swimming), site retargeting, google ads (grant), pre roll video, OTT/CTV Advertising, and facebook/instagram advertising.

Geofencing Marketing – Our team built geo-fences around YMCA’s. We did do this across the enter USA, but instead key cities that they truly wanted to raise their profile in including Texas and Florida.
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 Facebook/Instagram advertising.
Google Ads – As part of our omnichannel marketing company, we went after in-market terms such as:
- water polo
- polo olympics
- water polo membership
- open pools near me
- public pools near me
Facebook/Instagram (New Tactic) – Our team developed a proprietary method that allows us to use our existing geofencing marketing platforms, build our geofencing audiences on those platforms, and push those audiences into Facebook and Instagram. We’re not talking about building 1-mile radii circles on Facebook. We’re talking about utilizing our current platforms and saving that audience in the Facebook Meta Ad Manager. This campaign improved the overall effectiveness of the existing geofencing marketing campaign.

Results Of Geofencing & Google Ads Grant For

Below is the summary of actual results we produced for USA Water Polo. They continued to get more eyeballs reaching their target audience, but more importantly we achieved macro conversion metrics desired by the organization including:

Conversions – Over 400 people who expressed an interest in joining the organization
Over 22 people who chose to give back to the organization
Over 3,000 clicks solely from the Meta campaign.

USA Water Polo continues to be a client with Propellant Media.

Large Hospital System Fills Up Nursing Positions With Geofencing Marketing & OTT Advertising

The Challenge For Medical Marketing Recruitment

A large hospital system on the west coast was looking to recruit more nurses including CNA’s, Traveling Nurses, and RN’s. They haven’t ran Over The Top Connected TV Advertising or Geofencing Marketing in the past. Given the stiff competition for nursing candidates, they realized they needed to both build their own brand recognition amongst nurses while also focusing on those who are in-market looking for nursing positions.

They have utilized other platforms including Zip Recruiter, Indeed, and other channels they thought would give them exposure to existing nurses who may be interested in switching to their company.

After hearing about geofencing marketing, they didn’t know if it could in fact be successful, but wanted it to remain part of their omnichannel marketing efforts. We deployed geofencing marketing, programmatic audio, site retargeting, Google Ads, and a new tactic with Facebook/Instagram advertising in which we took our geofencing audience and pushed that audience into the Facebook Instagram Platform.

Marketing Mix For Nursing Recruitment Campaign

The team at Propellant Media developed a comprehensive 12-month strategy of geofencing, data targeting (nursing audiences), site retargeting, google ads, pre roll video, OTT/CTV Advertising, and facebook/instagram advertising.

Geofencing Marketing – Our team built geo-fences around competitor hospitals. 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 switching to another hospital system. We found additional ways to limit waste and prevent less ad serving to the patients.
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 6 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 Facebook/Instagram advertising.
Pre Roll Video – Despite utilizing static display ads, we also deployed pre roll video with a nice testimonial video of one of the workers who’s been with the company for over 1 year further solidifying social proof and and adding another layer of creative ads to the mix.
OTT/CTV Advertising – Utilizing the same video ad types, we were able to gain exposure via streaming apps and websites with 15 and 30 second ad spots.
Google Ads – As part of our omnichannel marketing company, we went after in-market terms such as:
- cna jobs near me
- nursing jobs near me
- RN jobs near me
Facebook/Instagram (New Tactic) – Our team developed a proprietary method that allows us to use our existing geofencing marketing platforms, build our geofencing audiences on those platforms, and push those audiences into Facebook and Instagram. We’re not talking about building 1-mile radii circles on Facebook. We’re talking about utilizing our current platforms and saving that audience in the Facebook Meta Ad Manager.

Results Of The Geofencing Marketing Nursing Recruitment Campaign

This Hospital System in Denver, CO worked with Propellant Media for over a year. Below were the results during that time.

Below is the summary of actual results we produced for the Hospital System. The quote we received from the client was after implementation, their position were steadily filled up as a result of the omnichannel marketing and geofencing advertising campaign.

Conversions – 1,466 Application Landing Page Visits: healthcaresource.com
OTT Video Views – 229K
YouTube Video Views – 189K
$101,170.74 Spend

Key Digital Channel Insight

Average Cost Per Conversion (Facebook/IG) – $33
Acreage Cost Per Conversion (Google Ads) – $173 (post conversion tracking). Pre conversion tracking ($120).
Despite not tracking conversions via Google, we drove many conversions for CNA Jobs.
Top Google Ads keywords include (cna jobs near me, cna jobs, cna jobs denver, lpn jobs near me, cna hiring near me
Programmatic Audio & OTT/CTV turned off in October/November due to talent. Branding opportunities we took advantage of.
15 Second Ads performed well on YouTube & OTT/CTV. Continued through the remainder of the campaign.
Average 94% Watch Rates For OTT/CTV

Roofing Company Generates Recruitment Leads With Geofencing Marketing

The Challenge

A commercial roofing company in the midwest was looking to recruit more labor workers to their company. They primarily deal with commercial roofing work and blue collar labor is hard to locate in their region given the vast number of other options available coupled with the unique skillset required. They have utilized other platforms including Zip Recruiter, Indeed, and other channels they thought would give them exposure to existing truck drivers who may be interested in switching to their company.

After hearing about geofencing marketing, they didn’t know if it could in fact be successful, but wanted it to remain part of their omnichannel marketing efforts. We deployed geofencing marketing, site retargeting, Google Ads, and a new tactic with Facebook/Instagram advertising in which we took our geofencing audience and pushed that audience into the Facebook Instagram Platform.

Solution

The team at Propellant Media developed a comprehensive strategy of geofencing, site retargeting, google ads, pre roll video, and facebook/instagram advertising.

Geofencing Marketing – Our team built geo-fences around competitor roofing locations. 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 switching companies. We have over 130 locations we are actively geofence for this commercial roofing company.
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 6 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 Facebook/Instagram advertising.
Pre Roll Video – Despite utilizing static display ads, we also deployed pre roll video with a nice testimonial video of one of the workers who’s been with the company for over 1 year further solidifying social proof and and adding another layer of creative ads to the mix.
Google Ads – As part of our omnichannel marketing company, we went after in-market terms such as:
- roofing jobs near me
- commercial roofing jobs near me
- sheet metal jobs near me
- roofing careers nearby
Facebook/Instagram (New Tactic) – Our team developed a proprietary method that allows us to use our existing geofencing marketing platforms, build our geofencing audiences on those platforms, and push those audiences into Facebook and Instagram. We’re not talking about building 1-mile radii circles on Facebook. We’re talking about utilizing our current platforms and saving that audience in the Facebook Meta Ad Manager.

Results

This roofing company has been working with Propellant Media for over 2 month, but over the last 60 days, our team delivered 582,000 impressions, 6,523 clicks, but most importantly, and 20 google ads conversions.

In addition, of the 582,000 impressions delivered, 417,000 of the impressions were centered around our geofencing marketing campaign.

Below are some of the keywords we utilized to drive engagement, hence the 7.00% click through rates we garnered with our Google Ads campaign for this client.

Lastly, we mentioned we utilized our geofencing campaign as an audience in which we still served ads to that audience across programmatic display ad exchanges. But with our geofencing facebook/instagram proprietary method, we pushed that same audience to Facebook and Instagram, now serving ads to our commercial roofing worker audience on Facebook and Instagram. We were surprised by the low cost per clicks of $0.20 compared to other platforms.

The bigger picture is to utilize an omnichannel marketing approach to reach the same audience in different ways.

How We Averaged A Cost Per Lead Of $60 For A Spray Foam Insulation Company

Challenge

A spray foam insulation company was use to some relative marketing success given the prowess of the spray foam insulation company as well as the systems they implemented to bring their services to consumers and real estate developers. They did have some operational challenges in keeping up with hiring to service clients, but knew they had to continue their marketing efforts.

They wanted to run Google Ads, but wanted to find a sensible means to track and measure the leads coming into their organization. Propellant Media was tasked with implementing a plan for their internal team to take over.

Solution

After extensive consultation with the spray foam insulation company to understand their core audience and context what’s been working in the past, the Propellant Media Team developed a comprehensive strategy of:

Google Ads (Standard Campaign) – Our team drilled down on the core terms relative to their brand.
Google Ads (Call Only Campaign) – In addition to a standard google ads campaign, given phone calls was a core KPI for the brand, we develop a call-only campaign, driving solely phone calls to the spray foam insulation company.
Site Retargeting Campaign – We utilized our programmatic platform to retarget individuals who visited the client’s website.
Call Tracking – The most important aspect of the campaign was to measure those who in fact called in. We utilized one of our platforms callrail in order to measure success and provide learnings to the client.

optimize the campaigns. This gave us a full view of the omni-channel marketing strategy and driving more immediate patient leads to the practice.

Over 60 Phone Calls Attributed From Google Ads Alone

After taking over the Google Ads campaign, we were able to stay within budget and generate over 60 phone calls in a short period of time while maintaining a cost per lead of $60. Our team continued to optimize the campaign for the client before handing it back over to their team for full management and execution of the campaigns.

How We Drive 800 Marketing Patient Leads Every 30 Days For An Eye Doctor

Challenge

An optometry clinic (eye doctor) was use to some relative marketing success given the prowess of the eye doctor as well as the systems they implemented to bring their services to patients. They hired an in-house marketing team who was managing a lot of the marketing efforts, but took note of the heavy competition in their market.

They were already running Google Ads, but wanted to implemented geofencing marketing and programmatic display solutions to reach their target audience of elders in need of potential cataract assistance and millennials who need regular check ups. The eye doctor’s main business was laser eye surgery, so that remained the core of their practice. But with stiff competition, they still needed an out of the box solutions to round out their lower funnel Google Ads strategy.

Solution

After extensive consultation with the optometrist 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% 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 (cataracts, eye doctors near me, optometrists, lasik eye surgery), we deployed a keyword strategy targeting people who researched many of these terms through the internet.
Geofencing Marketing – We deployed a geofencing strategy reaching general hospitals and locations an older audience was located.
Addressable Geofencing (Audience Curation) – Using our audience curation tool, and in our effort to raise awareness, we target people over the age of 55 within a 5 mile radius.

With quick learning from campaign launch, our team and multivariate algorithms optimized keywords and blacklisted specific domains to more precisely target consumers.

In addition, the client’s internal team was slammed with managing their Google Ads campaign, thus they asked up to manage and optimize the campaigns. This gave us a full view of the omni-channel marketing strategy and driving more immediate patient leads to the practice.

Over 250 Leads & 500 Phone Calls Each Month

After taking over the Google Ads campaign, we were able to expand the budget, while maintain a healthy cost per lead of $63/patient lead over a 30 day period. In addition, during that same period, we drove over 500 phone calls to the practice.

In addition to the Google Ads campaign, we continued with our programmatic strategy, achieve a click through rate above average at 0.12%, but more importantly, driving 2,900 clicks and 70 – 90 walk-ins to the optometrist practice. 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 practice.