Portfolio Archive - Propellant Media Med

Women’s Health Clinic & Medspa Utilizes Programmatic Display And Site Retargeting To Garner 130 Plus Conversions

Case Study: Medical Specialist of Texas – A Targeted Digital Marketing Campaign

Client: Medical Specialist of Texas
Industry: MedSpa and Women’s Healthcare
Agency: Propellant Media
Duration: 90 Days
Campaign Strategy: Geofencing Marketing, Data Segmentation, Site Retargeting

MedSpa & Women’s Health Clinic Utilize Programmatic Display For Growth

Medical Specialist of Texas, a MedSpa specializing in comprehensive women’s healthcare, was striving to enhance its outreach efforts in a highly competitive market. While they had been utilizing Google Ads and other digital marketing tools, they felt the need for a fresh, targeted approach that would better connect them with their audience—women in the region focused on their health—while also ensuring compliance with HIPAA regulations.

Their primary objective was to increase visibility among their target demographic, drive more foot traffic to their clinic, and ultimately convert those interactions into loyal patients. With these goals in mind, they turned to Propellant Media for a strategic marketing solution.

How We Approached It

Propellant Media was tasked with developing a sophisticated digital marketing campaign that would:

Target the specific demographic of women in a certain age range who are focused on their health.
Leverage advanced techniques like geofencing marketing and data segmentation to precisely reach potential clients.
Ensure compliance with HIPAA regulations while maximizing engagement.
Convert online interactions into physical visits to the MedSpa and women’s health clinic.

The Gameplan We Put Together

Propellant Media crafted a multi-faceted marketing game plan tailored to the needs of Medical Specialist of Texas:

Geofencing Marketing: The campaign utilized geofencing technology to create virtual perimeters around specific locations where their target audience was likely to visit, such as gyms, health food stores, and related healthcare facilities. This allowed the clinic to serve ads directly to women in the designated age range when they entered these geofenced areas.
Data Segmentation: Propellant Media employed sophisticated data segmentation techniques to narrow down the audience to women within a particular age bracket who were focused on their health. This ensured that the ads were highly relevant to the recipients, increasing the likelihood of engagement.
Site Retargeting: The campaign also included site retargeting, which allowed Medical Specialist of Texas to re-engage with individuals who had previously visited their website. By showing tailored ads to these visitors as they browsed other sites, the campaign encouraged return visits and further interaction with the clinic’s services.
Compliance with HIPAA: Throughout the campaign, Propellant Media maintained strict adherence to HIPAA regulations, ensuring that all data handling and marketing practices protected patient privacy and complied with legal requirements.

The Marketing Results Of The Campaign

Over the 90-day campaign, the strategic efforts by Propellant Media yielded impressive results:

415,848 Impressions: The campaign successfully captured the attention of the target audience, generating a significant number of impressions.
497 Clicks: The targeted ads resonated with viewers, leading to a click-through rate (CTR) of 0.12%.
130+ Conversions: Most importantly, the campaign led to over 130 conversions, with numerous individuals visiting the MedSpa and women’s health clinic as a direct result of the digital marketing efforts.

The successful execution of this campaign not only enhanced the clinic’s visibility among its target demographic but also translated into tangible business outcomes, with a notable increase in foot traffic and patient engagement.

Conclusion

The collaboration between Medical Specialist of Texas and Propellant Media demonstrates the power of targeted digital marketing, especially when combined with advanced techniques like geofencing, data segmentation, and site retargeting. By focusing on the specific needs of the client and adhering to regulatory requirements, Propellant Media was able to deliver a campaign that exceeded expectations and drove significant growth for the clinic.

Family Dentistry Practice Increases Leads By 130+ Percentage With Revamped Google Ads Strategy

Why They Needed To Revamp Their Marketing Strategy

Lake County Family Dentistry, a well-established dental practice in Chicago, had long enjoyed consistent success with its Google Ads campaigns. However, as new competitors began to enter the Chicago and Lake County market, the practice noticed a decline in its market share.

To counter this challenge and maintain its leadership position, Lake County Family Dentistry recognized the need to revamp its digital marketing strategy.

How We Approached Our Gameplan

The primary objectives for this campaign were:

1.Revitalize the existing Google Ads campaigns to regain market share and drive more patient inquiries.

2.Improve the efficiency and effectiveness of the campaigns by focusing on high-converting strategies.

3.Achieve measurable improvements in conversion rates, cost per conversion, and overall campaign performance.

Google Ads Marketing Tactics

Our team employed a multi-faceted approach to achieve these objectives:

Landing Page Updates: We started by updating the landing pages associated with the Google Ads campaigns. The goal was to enhance user experience, making the pages more engaging, easier to navigate, and optimized for conversions. By improving the design and content, we ensured that potential patients were more likely to book appointments or make inquiries.
Search Term Optimization: We carefully analyzed the search terms used in the campaigns and removed those that were not producing conversions. This allowed us to allocate the budget more effectively, focusing only on the search terms that drove meaningful engagement and conversions.
Campaign Refinement: We discontinued underperforming campaigns, such as those targeting sleep apnea, which had not been yielding the desired results. By reallocating resources to more successful campaigns, we were able to maximize the return on investment.
Increased Investment in Successful Tactics: As we began to see greater success with the optimized campaigns, we made the strategic decision to increase the investment in these areas. This allowed us to capitalize on the momentum and drive even better results.

Google Ads Campaign Results (30 Days Compared To A Previous 30 Day Period)

The revamped campaign delivered exceptional results, significantly improving the practice’s digital marketing performance:

159% Increase in Conversions: The number of conversions, including booked appointments and phone calls, increased from 44 to 114, reflecting a 159% improvement.
21% Decrease in Cost Per Conversion: The cost per conversion dropped by 21%, making the campaign more cost-effective while driving more patient inquiries.
136% Increase in Conversion Rate: The conversion rate soared from 5.33% to 12.60%, marking a 136% increase. This significant improvement demonstrated the effectiveness of the updated strategy in turning clicks into actionable outcomes.

Campaign Conclusion For Family Dentistry

The strategic revamp of Lake County Family Dentistry’s Google Ads campaigns resulted in a dramatic turnaround, enabling the practice to reclaim its market share and drive substantial growth. By updating landing pages, optimizing search terms, refining campaign focus, and increasing investment in successful tactics, we delivered outstanding results that far exceeded initial expectations.

This case study underscores the importance of continuous optimization and data-driven decision-making in digital marketing. For Lake County Family Dentistry, these efforts not only improved performance metrics but also ensured sustained success in a competitive market.

This case study illustrates the comprehensive approach and successful outcomes achieved for Lake County Family Dentistry, highlighting the significant impact of targeted improvements in digital marketing strategy.

Local Pediatrician With 10 Offices Gain Walk-In Patients With Geofencing Advertising

How It All Started

Utah Valley Pediatrics, a well-established pediatric physicians’ medical practice with 10 locations across Utah, sought to enhance its visibility and increase patient visits. Given the sensitive nature of medical advertising and the stringent HIPAA regulations, the challenge was to effectively reach parents with young children in the region while ensuring compliance with all legal requirements.

Tactics Leveraged

The primary objectives for this campaign were:

Increase brand awareness and drive traffic to the 10 Utah Valley Pediatrics locations.
Engage parents with children in the region through targeted digital advertising.
Achieve measurable results in terms of impressions, clicks, and, most importantly, patient conversions.

Tactics Used

To achieve these goals, we implemented a comprehensive digital marketing strategy that included:

Geofencing: We deployed geofencing around strategic locations, such as schools, daycare centers, and family-friendly venues, to target parents in the vicinity. This allowed us to deliver highly relevant ads to potential patients in real-time, encouraging them to visit Utah Valley Pediatrics for their children’s healthcare needs.
Site Retargeting: We employed site retargeting to re-engage visitors who had previously interacted with Utah Valley Pediatrics’ website. By serving them personalized ads across various digital platforms, we aimed to keep the practice top-of-mind and encourage further engagement and clinic visits.
Data Segments: Utilizing data segments focusing on parents with children in the region, we were able to refine our targeting further. This approach ensured that our ads reached the most relevant audience, increasing the likelihood of driving conversions.

Programmatic Display Campaign Results

The campaign delivered impressive results, demonstrating the effectiveness of the strategies used:

1,436,450 Impressions: The campaign generated over 1.4 million impressions, significantly increasing brand visibility among the target audience.
1,688 Clicks: With 1,688 clicks, the campaign showed a strong level of engagement, reflecting the relevance of the ads to the audience.
0.12% Click-Through Rate (CTR): The CTR, though modest, indicated that the campaign effectively targeted the right audience, resulting in meaningful interactions.
580+ Conversions: Most notably, the campaign drove over 580 conversions, including walk-in visitors to Utah Valley Pediatrics’ locations. This direct impact on patient visits highlights the campaign’s success in driving real-world results.

Campaign Conclusion

The digital marketing campaign for Utah Valley Pediatrics successfully navigated the challenges of medical advertising within the framework of HIPAA regulations. By leveraging geofencing, site retargeting, and precise data segmentation, we were able to increase brand awareness, drive significant online engagement, and, most importantly, convert that engagement into actual patient visits.

This case study demonstrates the power of a targeted and compliant digital marketing strategy in the healthcare sector, driving tangible business outcomes for Utah Valley Pediatrics.

This case study captures the strategic approach and successful outcomes of the campaign for Utah Valley Pediatrics, emphasizing the importance of compliance and effective targeting in healthcare marketing.

Pharmaceutical Company Leverages Geofencing Event Targeting To Reach Doctors & Physicians

Reaching Doctors At Events

Integra Life Sciences, a prominent provider of medical devices and technology, aimed to increase brand visibility and drive engagement within the highly specialized market of interventional cardiovascular tools and supplies. With several key industry events on the horizon, Integra sought to capitalize on these opportunities to reach a highly targeted audience of healthcare professionals and decision-makers.

Digital Marketing Tasks

The primary objectives for this campaign were:

1.Enhance brand awareness within the interventional cardiovascular tools and supplies market.

2.Engage a targeted audience at key industry events.

3.Achieve a measurable impact in terms of impressions, clicks, and overall engagement.

Marketing Tactics Used

To meet these objectives, we deployed a comprehensive digital marketing strategy that included:

1. Geofencing and Event Targeting: We implemented geofencing around the venues of seven key industry events, allowing us to target attendees with highly relevant ads during and after the events. This strategy ensured that our messaging reached the right audience at the right time, maximizing the impact of the campaign.

2. Data Segments within Medical Vertical: By leveraging data segments focused on interventional cardiovascular tools and supplies, we were able to refine our targeting even further. This approach ensured that our ads were seen by professionals with a direct interest in Integra Life Sciences’ products, increasing the likelihood of engagement.

3. Creative Sets: Multiple creative sets were developed to resonate with the diverse audience segments within the medical vertical. These creatives were tailored to highlight the unique benefits of Integra’s interventional cardiovascular tools and supplies, driving home the brand’s value proposition.

Campaign Advertising Results

The campaign was highly successful, delivering strong results across several key metrics:

1,789,005 Impressions: The campaign achieved nearly 1.8 million impressions, significantly boosting brand visibility within the targeted medical vertical.
2,407 Clicks: With over 2,400 clicks, the campaign demonstrated that the targeted ads were effective in driving engagement among healthcare professionals.
0.13% Click-Through Rate (CTR): The CTR mirrored the industry standard, underscoring the precision of our targeting and the relevance of our messaging.

Conclusion

The digital marketing campaign for Integra Life Sciences successfully increased brand awareness and engagement within the highly specialized market of interventional cardiovascular tools and supplies. By utilizing geofencing and event targeting, coupled with precise data segmentation, we were able to reach a targeted audience at key industry events, driving significant engagement and delivering measurable results.

This case study highlights the effectiveness of combining targeted digital marketing strategies with well-crafted creative content to achieve business objectives in the competitive medical device industry.

This case study presents the strategic approach and success of the campaign for Integra Life Sciences, showcasing the tangible impact of the digital marketing efforts.

Men’s Testosterone Clinic Drives Conversions Through Geofencing Marketing & Meta

A leading testosterone brand, sought to enhance its visibility and drive foot traffic to its physical store locations. Despite having a solid product offering and an established customer base, the brand wanted to increase in-store purchases and broaden its reach within targeted geographical areas. To achieve this, Alpha Men’s Health engaged our digital marketing team to create and execute a robust digital marketing campaign.

Overall Marketing Tasks

The primary objectives were to:

1.Increase brand awareness through targeted digital marketing efforts.

2.Drive potential customers to Alpha Men’s Health’s physical store locations.

3.Achieve measurable results in terms of impressions, clicks, and store visits.

Digital Marketing Tactics Used

To meet these objectives, we implemented a multi-faceted digital marketing strategy that included:

Geofencing Marketing: We created virtual perimeters around key geographical areas where potential customers were likely to be. This strategy allowed us to deliver highly targeted ads to individuals within these areas, promoting Alpha Men’s Health and encouraging store visits.
Site Retargeting: We utilized site retargeting to re-engage users who had previously visited Alpha Men’s Health’s website. By showing them tailored ads across various digital platforms, we aimed to keep the brand top-of-mind and encourage them to visit the physical store.
Meta Advertising: We leveraged Meta’s advertising platform to target a broader audience on social media. This approach helped to increase brand visibility and reach potential customers who were interested in men’s health and testosterone products.

Campaign Results

The campaign yielded impressive results, showcasing the effectiveness of the strategies implemented:

313,508 Impressions: The campaign generated a significant number of impressions, indicating widespread brand visibility across the targeted areas.
413 Clicks: With 413 clicks, the campaign demonstrated that the ads were engaging enough to prompt user interaction.
0.13% Click-Through Rate (CTR): The CTR, while modest, reflected the targeted nature of the campaign, ensuring that those who clicked were genuinely interested in the product.
79 In-Store Purchases: Most notably, 79 individuals who engaged with the campaign physically visited the store and made purchases. This direct correlation between the digital campaign and in-store foot traffic underscores the campaign’s success.

Conclusion

The digital marketing campaign for the men’s testosterone clinic successfully increased brand awareness, drove targeted traffic to the website, and, most importantly, converted digital interactions into physical store visits. By integrating geofencing marketing, site retargeting, and meta advertising, we were able to create a highly effective campaign that delivered measurable results, directly contributing to the client’s business objectives.

This case demonstrates the power of a well-executed digital marketing strategy in driving tangible business outcomes.

This case study highlights the strategies, execution, and success of the campaign for Alpha Men’s Health, emphasizing the direct impact on the business.

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.

How We Assisted A Senior Care Living Facility Capture More Patients With Geofencing

Client Challenge

A regional senior care living facility with a good reputation was struggling to find new ways to gain the proper brand exposure through advertising efforts. They were already doing Google Ads, SEO, and even TV Advertising in the local communities. They knew there needed to be a more direct approach to reaching loved ones or senior ready to physically transition into a senior care community. After learning about geofencing marketing, they requested our team at Propellant Media put together a comprehensive digital game plan that would help them drive walk in foot traffic, inquiries and tours of their facilities.

The Solution We Implemented

From the 4 plus senior care living locations we initially focused on driving foot traffic to, we thought a full funnel programmatic advertising plan was prudent to give all tactic added support:

Geofencing Marketing – We created a geofencing campaign targeting ER’s, hospitals, other competitor senior care facilities, and other core locations that became a natural transition point for seniors needing assisted living care. We targeted over 25 – 30 locations per each individual senior care facility.
Keyword Contextual/Search Retargeting – We utilized popular keywords such as senior living, senior care, and senior care near me to reach people across the internet that showed intent. We even utilized many of the top performing keywords the client furnished from their existing Google Ads campaigns and SEO work to ensure we gave it full coverage.
Site Retargeting – The site retargeting included a strategy that was centered on display ads, OTT Advertising and pre roll video. This full funnel strategy also allowed us to engage senior care audiences knowing they would be more engaged with video in comparison to display ads.
Conversion Zone Tracking – In order to measure conversion, we placed a view through conversion pixel on the client’s website in order to measure people who saw the ads and then came to the client’s website or converted on a particular page. But more importantly, we measured people who saw the ads and came to the client’s physical location. This is how we’re able to show attribution across Geofencing Marketing campaigns.

ur team was also able to implement our conversion zone tracking, enabling us to measure those who have either clicked or seen the display ads from those who walked inside of our geofencing targets, and measure those who came back to the assisted living facilities.

The Campaign Results

Over the first few months of the campaign, the results have been both powerful and encouraging to our team. Our team found a minimum of 60 tours/walk-ins attributed to the geofencing marketing campaign we ran in driving brand awareness and walk-in’s to their facilities. And that was over a 30 day period. As we continue the campaign for this client, we will naturally see a reduction in cost per visit.

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.

Medical Cannabis CBD Company Grows Their Market Share With Geofencing Marketing

The Challenge For Cannabis CBD Marketing

Cannabis and CBD companies are popping up around the country. And despite the growth and the legalization of cannabis, several advertising outlets such as Google, Facebook/IG, and YouTube still don’t allow for the advertising of such substances. Thus, this forces cannabis marketing to be relegated to billboards, print, and occasionally some digital platforms that do allow it.

Given the limited opportunities to cannabis advertising in a digital world, several programmatic display platforms are allowing cannabis advertisers to reach audiences online. Facebook/IG has recently allowed it in a limited capacity the chance to advertise both hemp and CBD….but not cannabis yet.

With the existing limitations, an Ohio based cannabis company reached out to Propellant Media inquiring about our cannabis geofencing advertising capabilities. We then created a full funnel programmatic strategy to reach those either in-market or fits the mold of a cannabis consumer for medical use.

Marketing Mix For Cannabis/CBD Geofencing Marketing Campaign

The team at Propellant Media developed a comprehensive three to four month strategy of geofencing, keyword contextual, and site retargeting. It was important to note that programmatic display is a top to middle of funnel strategy, allowing us to build an audience, create interest, and leverage the retargeting to get people to purchase or buy at some stage throughout the customer journey. Below is the tactical breakdown:

Geofencing Marketing – Our team built geo-fences around competitor locations. We believed that their core audience was already working at these locations or visiting these locations. So we wanted ot make that audience aware of the brand.
Keyword Contextual Targeting – We used very specific keywords based on search queries or articles people were reading online. We leveraged several the following keywords to reach that audience:
- Cannabis
- CBD
- Hemp
- Medical Marijuana
- Weed
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 offline marketing efforts that allow people to visit their website.

Results Of The Geofencing Marketing Cannabis CBD Campaign

After working with the cannabis CBD company out of Ohio, we produced some fruitful results for the brand. Below were the results during that time. After delivering over 361K impressions and over 450 clicks, the CTR performed 30% above industry average and we even showed conversions of individuals shopping the online store inventory.

We tracked 149 online conversions, which for us were purchase page and checkout page visitors. These individuals would first visit the main page and then visit these pages. This showed both intent from the campaigns and overall progress made in cannabis consumers who wanted to buy direct from the brand.

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

How A MedSpa Leveraged Facebook Geofencing Ads To Achieve A $15 Cost Per Conversion

The Challenge

A local medspa in Los Angeles, CA as you can imagine deals with a ton of competition. There are more medspas in LA than any other city in the United States. They were rejected by Google Ads meaning they can’t use Google to advertise their medspa. They have had some moderate success with Facebook & Instagram advertising. But those were the core digital advertising tactics they used to gain exposure and drive traffic to their healthcare medspa.

After engaging with another agency that is partnered with Propellant Media to bring geofencing marketing to their brand, we were up to the challenge to see how our platform could target people most likely to express interest in medspa related services such as lip injections, laser fat removal, and other similar services.

As we continued to consult with the client, we learned they were doing some Facebook Instagram advertising with moderate success. Given our proprietary system of taking our geofencing audiences and pushing them into their Facebook Ads Manager, they also allowed our team to test this new system on their practice.

Solution

After conducting a discovery meeting with the agency partner, the team at Propellant Media developed a comprehensive strategy of geofencing, site retargeting, and Facebook/Instagram geofencing to drive performance for the Medspa

Geofencing Marketing – Our team built geo-fences around 13 competitor medspa’s in the area. We also hit other shopping locations where we felt our core demographic frequented, but we still focused the bulk of the budget to the 13 competitor rejuvenation medspa’s.
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 8 ads served per day per person to keep them top of mind, not just to our campaigns but to other digital advertising efforts they were deploying including Google Ads and Facebook/Instagram advertising.
Facebook/Instagram Geofencing – Utilizing the same geofencing audience we were serving ads to via our programmatic ad exchanges, we utilize our proprietary method of pushing that audience to Facebooks & Instagram. Overall, the process encompassed:
- Ensuring the client had a Facebook pixel on their website
- Our team having access to their existing Facebook Ads manager
- Our team having access to their Facebook Page

This enabled us to ensure we could build the impression based audience in our programmatic geofencing platform and utilize that same audience in Facebook and Instagram. To be clear, this is not simply a list of people who clicked on the clients ads. This is an audience of people who were served an impression via our programmatic ad exchanges and serve that same audience on Facebook/Instagram.

Results

This medpa has experienced great results in a short period of time totaling 3 weeks. Our team delivered 116,000 million impressions, 1200 clicks, but most importantly, 8 geo-fence conversions, measuring the number of users came to their location after seeing an ad.

But just as important as that was the 8 conversions we drove from our geofencing campaign audience we build for the client in their Facebook Ads manager. Our cost per conversion came out to be $15.00 and our CTR was 4.02%…3 – 4X better than the existing campaigns the client was running.

Non Profit Gains Amazing Exposure With Event Targeting & Geofencing

Challenge

A national non profit was focused on a major event they wanted to gain great exposure from. Their past marketing efforts consisted of pay per click advertising, email marketing, and other expansive marketing efforts that were too expensive and not focused on covering ONLY the people at the event.

Solution

Within a 1 week time frame the Propellant Media Team developed a comprehensive strategy of geo-optimization targeting people at the event over the 3 days period, while allows the client to continue serving ads to them event attendees for up to an additional 28 days. Our team built geo-fences around the event and nearby hotels to reach event attendees most likely to express an interest in the brand.

Result

Through multiple tactics and optimizations, our team achieved a CTR of 0.14%, exceeding the industry average of 0.1%. The clients fundraising initiatives saw a pick up and they received legitimate phone calls inquiring about potential tickets purchases for future events and becoming more engaged with the non profit brand.

Healthcare Marketing Firm Gets Great Exposure With Geofencing Event Targeting

CHALLENGE

Some industries have customers and individuals who are always in the market looking for particular products and services. Google Adwords and SEO helps these companies stay in front of those hungry buyers. But in this case, there is a limited number of people in the fertility space that are actively searching for marketing companies. Thus, there is a small finite number of people in that space. As a result, there remains a strong need to create brand awareness by directly marketing to the owners and directors of fertility clinics. There was a fertility conference that this marketing firm wanted to get some additional exposure at. That’s when they reached out to Propellant for guidance on geofencing marketing.

SOLUTION

Propellant Media implemented a geofencing and event targeting strategy that included geofencing the location the conference was being held and ensuring the client kept their message targeting the conference attendees for an additional 30 days. We also implemented a site retargeting campaign for all those attendees who clicked on our client’s website.

RESULTS

Utilizing a $1,000 marketing budget for this effort, we delivered over 170 clicks to the clients website, a view rate of 60% (we utilize video targeting as well as static ads), and the client indicated they received several inquiries that they’re currently working to turn into active clients.

How Propellant Gets 600 Leads Per Months By Leveraging Our Own Services

The Challenge We Faced As A Growing Agency

As an agency, Propellant Media works hard to husband its resources. We watch our operating budget as much as our marketing budget. We also realized as an Agency, we couldn’t simply provide recommendations to our clients and not take on those same suggestions for ourselves.

So instead of putting up a website that told people we existed, or simply relying on our networking skills, or even putting up a meager Adwords budget, we leveraged our skillset and the same exact recommendations we give our clients…for our own Agency….and something magical happened.

Solutions We Implemented

Website Enhancements

We knew we had to build a website that exuded confidence, told our story in compelling ways, and gave searchers as much information to make an informed decision to contact us or not. After 150 web development hours, 50,000 plus words of content, and over 100 pages of information, we completed the task of building a robust website. Here are a few of the areas we focused on:

Built out landing pages centered around each service, topic, and case study we could tell a story and educate around.
We created multiple ways for people to connect with us: chat boxes, form submissions on most landing pages, phone number easy to be found, video content, call to actions, pop up forms, etc…
Ensured the website was well interlinked so we could lead people to the content that we wanted them to see

SEO (Organic Search)

Speaking of a website with 50,000 words of content, we knew we had to create landing pages that spoke to each service, topic and conversation we wanted to dominate. Search Engine Optimization is a competitive space, but with great content and a compelling story, we knew we could capture more searchers who will see Propellant Media as the expert in our individuals niches of Geofencing, Programmatic Display, Paid Search, and Facebook Advertising. And of course, an agency that knows how to rank on Google Page 1 for keywords presents a compelling argument it understands SEO.

So our team implemented several steps for our SEO plan:

We built a stellar website. Many companies neglect this, but great websites typically make it easier to attract links, brand mentions, and social shares.
Second step was creating content around specific topics centered around our agency’s core services. Between our blog and our landing pages, we have a website with over 50,000 words.
Third step was a true marketing, PR and link building game plan which including Podcast Interviews, blog posting, and social media outreach.

Google Adwords & Bing Ads

With a group of Adwords certified professionals who have worked on $1,000,000/month campaigns, we knew we had to utilize this experience for ourselves. We picked 2 – 3 of our core services, and built out campaigns that were tightly controlled, provided rich landing pages experiences, and could be scaled once profitable. We now spend big on Google Adwords and Bing Ads across several of our service lines.

Here are several of the ways we implemented our Google Adwords & Bing Ads Campaign:

We located long tail keywords that were directly related to our services and solution set
We developed of 300 adgroups that maintain only 1 keyword per Adgroup.
We built 4 – 6 Ads per AdGroup so we can split test and find the best performing ads
We built 1 Keyword Per Adgroup in order to achieve high Quality Scores and gain more control over keywords that are under or over performing.
After reviewing our “search terms” report daily, we continuously added underperforming and unintended terms to our Negative Keyword list so our ad budget is being allocated to the keywords we know will translate into meeting and appointments.
We expanded these key learnings to Bing Ads as well as Canada and UK.

Facebook Ads/Social Media Advertising

We have several clients who utilize Facebook Adwords as part of their marketing mix. When companies reach out to us, they always tell us several days later “we see you guys everywhere.” That’s actually what we want to hear. And we utilize Facebook and even LinkedIn to continue speaking to those who express an interest in our agency.

We leveraged several targeting methods to keep Propellant Media top of mind and disrupt people’s regular viewing pleasures on Facebook:

Interest Based Targeting
Demographic Based Targeting
Behavioral Based Targeting
Video & Static Ad Advertising
Site Retargeting via Facebook & Instagram

Geofencing & Programmatic Display

From geofencing marketing and search retargeting, we ensure our team is utilizing best practices to locate intent based shoppers who may need geofencing services or upcoming trade shows we want to get our message in front of. We leverage:

Analytics & Measurement

When we say we practice what we preach, we mean it. Our team had ensure we tied in all our marketing efforts into our analytics and reporting so we could focus on the channels providing the greatest ROI. Here’s how we did it:

We implemented Call Rail, a call tracking software that allows us to measure which phone calls came from which digital channels and keywords.
We placed pixels on our website so we could implement a robust site retargeting and analytics campaign including LinkedIn, Facebook, Google Analytics, Google Adwords, Bind Ads Programmatic, and other critical Pixels:
We implement Hubspot as part of our marketing hub to measure analytics but also tie it into our sales software

This remains a constant process of fine tuning, but we now know which channels produce the most leads for us so we can shift marketing dollars to the highest performers, and improve the under performers.

Results In A Short Timeframe

With patience and hard work, Propellant Media went from 5 organic visits a day to 40 – 50 organic visits per day, a 900% increase. Our bounce rate (time spent visiting one landing page without visiting another on the same website) on the website decreased from 80% to 55%. Time spent on website increased from 1 minute to 2 and half minutes. This was due to the longer forms of content and the videos our team produced to showcase our case studies and “how to’s.”

But most importantly, our lead flow increased from 2 – 4 leads per month to now where we manage over 350 leads per month. And we’re not simply talking about clicks to our websites.

We view a lead as someone who enters their name, website, company name, and phone number. Because our team has a hub of collecting that contact information, we’re able to track all the leads to come into our agency and we know precisely where they are coming from.

Adwords Performance

Our team average a 7.1 Quality Score across our entire campaign. But more important, our average cost per lead (someone who calls, enters contact information, and engages on our chat box) remains at $25.00. On Bing Ads, our cost per lead is closer to $15.00. We continue to expand our Adwords campaign because the return on investment is positive.

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.