Archives: Portfolio

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.

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.

SOLUTION

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.

SOLUTION

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.

RESULTS
Over the course of the month-long campaign, our team delivered an exceptional CTR of .24%. With the addition of the conversion zone, the advertiser was also able to measure the number of individuals who were delivered an ad after entering an event targeting zone and then attended the final race, including the number of users who attended multiple races.

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.

RESULTS
After only 4 months, incoming phone calls increased 140% while cost per call decreased from $100 to $27. The lower cost of driving leads enabled them to open a fourth office.

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.

RESULTS
After only one month, incoming patient calls doubled. Cost per call decreased by over 200%.

Overview

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.

Overview

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.

RESULTS
Organic search visibility increased by 30%, including first-page Google rankings for “white board video” and several other 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.

RESULTS
Organic site traffic increased nearly fiftyfold, from 1,500 visits a month to over 70,000. Monthly sales leads increased by over 200.

Challenge

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.

Solution

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.

RESULTS
Keywords ranking on the first page of Google more than doubled, from 13 to 30. We also saw their CTR rise substantially.

An innovative new product first seen on Shark Tank was already generating revenue through Amazon sales. To increase revenue even further, we used Amazon Consulting and Search Engine Optimization to achieve better Amazon search results. We also developed an Amazon Sponsored Ad (Display Advertising) campaign.

RESULTS
Amazon page views increased over 50%. Revenues grew by 60%. Average Cost of Sale was only 13%—a 35% reduction in costs.

Car buyers are much more likely to purchase from a local dealership, so we used Geo-Fencing to target prospects within a specific geographic area. We then set up a Conversion Zone around the dealership to measure online-to-offline conversions.

RESULTS
.17% click through rate (well beyond the original goal). $20 Cost Per Visit

CHALLENGE

A hotel in a popular destination area was looking to build brand awareness among their target audience and increase hotel visitors. They enlisted the help of our team to utilize new geo-fencing technology and other tactics to track offline conversions and improve their overall advertising performance. The advertiser’s goal was to achieve a low CPA and a high number of conversions.

SOLUTION

The hotel identified several competitor hotel properties to reach frequent travelers. Our team then developed a comprehensive strategy of geo-fencing with conversion zones to target those locations and then measure offline conversions to the advertiser’s hotel. The campaign also featured search retargeting at the keyword level and category contextual targeting. After the campaign launch, our team and our multivariate algorithms worked to maximize the campaign by optimizing keywords, blacklisting certain domains, adjusting pacing, and impression capping to decrease CPA and extend reach to the target audience.

RESULTS

Our team was able to deliver 30 geo-fence conversions (individuals who were served an ad and then visited the hotel), with a low CPA of $32.86 and also a CTR of .14%. With our team’s Conversion Zone tool, the advertiser was also able to track their Total Visit Rate (TVR) and Cost Per Visit (CPV).

A communications company was struggling to add B2B customers, and unable to meet their cost-per-acquisition goal of $800. We used Site Retargeting and Search Retargeting to identify and engage potential prospects, and Facebook Advertising to drive down CPA even further.

RESULTS
Cost-per-acquisition fell below $700—even lower than their goal.

A national financial services firm wanted to drive business calls to over 14,000 financial service advisors across the U.S. We used Search Retargeting and Category Contextual Targeting to identify prospects who had shown interest in financial services, then delivered localized ads based on user location.

RESULTS
Cost-per-acquisition fell below $700—even lower than their goal.

Situation

An orthodontist wanted to acquire 10 new patients each month. We used Paid Search and Geo-Fencing to target the areas surrounding his two office locations.  The orthodontist had a 5-year old practice that they need required a stronger investment in digital marketing and an ability to reach people in the marketing needed clear braces, teeth fixes, and braces.

Their practice had a small Google Adwords Express account, but it was only producing 10 – 15 leads per month, of which 3 – 4 turned into patients booked.  After finding our agency online, our team became engaged with their practice.

Task

The first thing our team did was install call tracking software so we could measure the phone calls coming into the practice, develop a appointment booking system on their website, and install form submissions in more key areas so we could both measure conversions and provide more enticing opportunities for patients to convert on the website.

We then took a deep dive into the orthodontists existing Adwords campaign and executed the following actions:

• Grabbed high performing keywords from their existing campaigns via their Search Terms Report
• Added low performing and completely irrelevant terms to a negative keywords campaigns to improve efficiency in Ad Spend
• Connected our conversion tracking to Adwords so we can tie Adwords Spend to Conversions (phone calls, chat box, form submissions, and appointments booked)
• Developed Single Keywords AdGroups thus reducing our over cost per click across our targeted terms, improving overall click through rates, and improving the Quality Scores across the keywords we were targeting.
• Most importantly, we implemented a regular schedule to optimizing and improving the overall campaign.

Results

The results overwhelmed the orthodontist and their practice to the point in which they opened up a second office.  Just as improved, our agency increased the client’s patient acquisition by 450%, reduced their cost per click by 24%, and improved their click through rate by 87%.

We have continued to be retained by the orthodontist and they continue to expand their operations to other regional submarkets.

CHALLENGE

This auto dealership was interested in selling more used vehicles in their highly competitive 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, they 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 targeted.