Digital Ads Take Franchise Sales to Unprecedented Level
Sometimes traditional advertising is simply not enough to achieve success. After making an initial assessment and delving deeply into their business (as we always do), we suggested incorporating Digital Advertising into his marketing mix by allocating 25% of his budget for Google AdWords. He had been running traditional print ads in trade magazines and tradeshow guides for many years. The results were unlike any he’d previously experienced. By carefully tracking performance with Goal Setting, we were able to determine that the AdWords budget actually accounted for 65% of his overall sales, with the 75% traditional budget for the year representing only 35%. For him, this was eye-opening. But there was much more work to do.
Our Client’s Pain Points
This customer is one of the world’s largest manufacturers of seasonal screen enclosures, greenhouses, Florida rooms and year-round sunrooms, solariums and conservatories. This well-established North American franchise was also perplexed over the lack of control of its own SEO for its own geographical region. Large amounts of money were being spent on marketing, but they had no say whatsoever in how the funds were being allocated. Our client was looking for a targeted solution that fit potential and current clients in his own specific area.
Keyword and Content Strategy Solutions
Leveraging our deep knowledge of SEO, we launched a highly competitive, website-driven keyword strategy and supported it with targeted, comprehensive content marketing. From hours of research on this client’s customer base, we carefully segmented and attracted and engaged the specific geographic and demographic traffic that fit the client’s target – in other words, those in his immediate geographic area most likely to buy from him. We believed that this strategy would deliver quality leads to our client, and as a result, boost Return On Investment (ROI).
Our client had a deep understanding of his own geographic market. We applied that knowledge to SEO and selected several tools designed to drive ROI. We launched a series of keyword-driven websites, including fully optimized calls to action (CTAs) for both desktop and mobile devices. We made absolutely certain that each site followed carefully crafted on-page and off-page SEO messaging, and was supported by mobile-responsive infrastructure. We used Google AdWords to drive customers to the client’s website and Google Analytics to measure the success of communications (activity) and conversions (sales). AdWords and Analytics provided the data we needed to develop an exclusionary, interest and category optimization strategy.
Results: More Traffic = More Sales
After four months of running a Google AdWords campaign that featured text, display and retargeting, the client crossed its monthly break-even point. AdWords helped to drive customers to the website, and the website helped drive increased sales. After eighteen months, the franchise was securing more business through its digital marketing channels than it was through its traditional print, billboard and radio strategy. As mentioned previously, Google Analytics revealed that digital marketing accounted for 65% of revenue – but accounted for only 25% of the ad budget. Meanwhile, traditional marketing accounted for 35% of revenue, but 75% of the advertising budget.
Adjusted Ad Budget Yields Better ROI
Even after our initial comprehensive assessment, our client was not certain that digital marketing would work. Once his entire team saw the proven benefits of the optimized site and the AdWords campaigns, they were sold on the strategy. The client recognized the need for carefully balancing traditional and digital marketing strategies and seeing which yielded the most ‘bang’ for his buck. He has since adjusted his ad budget. It is currently 75% digital marketing and 25% traditional marketing .Needless to say, ssales continue to grow.
Is this similar to your current situation? We can help
If you have challenges similar to this client, or would like to boost your ROI, the cutting-edge marketing and consulting services offered by Keen Directive can help you. Please contact us here