Portfolio Archive - Page 2 of 2 - Propellant Media Med

How An Optometry Clinic Delivered A High CTR With Propellant

Challenge

An optometry clinic wanted to promote their six store locations. They hoped to capture more market share from their competitors and ultimately increase sales. They enlisted the help of Propellant Media to increase brand awareness and precisely target consumers interested in eye wear.

Solution

The Propellant Media Team developed a comprehensive strategy of site retargeting at the keyword level and geo-optimization. With quick learning from campaign launch, our team and multivariate algorithms optimized keywords and blacklisted specific domains to more precisely target consumers.

Result

Through multiple tactics and optimizations, our team achieved a CTR of 0.15%, exceeding the industry average of 0.1%. More importantly, the eyewear company drove over 60 store visitors over that one month period, utilizing our conversion zone tracking to measure foot traffic.

Local Pharmacy Increases Foot Traffic With Geofencing

Challenge

A pharmacy was trying to increase foot traffic to their stores; however, they were unable to find a vendor who could track the amount of people who visited their store location. They reached out to Propellant Media to reach the desired audience and to measure the number of conversions.

Solution

The Propellant Media team developed a comprehensive strategy to target and convert the specified audience using geo-fencing. The geo-fence locations were selected by the client and included competitor pharmacies, grocery stores, etc. Upon campaign launch, our team blacklisted certain websites and adjusted the geo-fences accordingly. Our unique reporting capabilities allowed us to not only measure the number of conversions from the campaign, but also see which geo-fences delivered the best engagement and visibility.

Result

Through multiple tactics and optimizations, our team was able to deliver an average CTR of 0.18%, which far exceeded the industry average CTR of 0.1%. Over that short period of time, the team drove over 10 visitors to the Pharmacy.

Orthopedic Hospital Improves Brand Awareness with Our Team

Challenge

An orthopedic hospital with six locations was looking to increase the number of phone calls they received as well as improve their brand awareness. Measuring foot traffic was another important metric they could measure through their other media channels including Billboard TV, and Print and even paid media.

They enlisted the help of our team to utilize unique targeting capabilities to reach both the desired audience and improve their CPA.

Solution

Our team developed a comprehensive strategy to target and convert the specified audience using geo-fence targeting. We decided to targeted places where people get hurt often such as job sites, Lowe’s of the world, sports facilities and even some competitive conquesting where we are targeting our competitor locations.

With the quick learning from the campaign launch, our team was able to optimize targeting by blacklisting specific websites. Moreover, we create conversion zones around each orthopedic hospital location to track conversions from our geo-fencing. We then built geo-fences around locations specified by the company.

Results

Through our multiple tactics and optimizations, we were able to deliver an average CPA of $2.27 and deliver 1,670 actions (times in which people saw or clicked on the ads and then visited one of the hospital’s physical locations) within a month.

Our CTR for this campaign was .1816%, which far exceeds the industry average CTR of .1%.

Orthopedic Sports Facility Builds The Bones of A Successful Geofencing Campaign

orthopedic geo fence conversion zone ctr

Challenge

This orthopedic sports medicine facility with 6 locations has been use to their traditional methods of advertising including TV, billboards, and referrals from other doctors. They heard about geofencing and reached out to our team to understand how it works, what we could do for them, and how we measure success.

Solution

The team lead at the sports medicine facility instructed our team to geofence competitor locations, home improvement centers (Lowes), and other sports facilities. 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 one of their orthopedic sports medicine facilities. We utilized both video ads and static advertising to measure which ads received the better response rates from potential patients.

Result

Over the course of 2 weeks, the sports medicine facility received 140,000 impressions, and incredibly high CTR of 0.20% and 281 clicks to their website. What’s more powerful, our reporting showed there were 72 new and repeat visits the sports medicine center received from people who saw their ads while on their mobile devices at their targeted locations such as competitors, Lowes, Home Depots, and sports related facilities. In addition, we were able to show the orthopedic sports medicine facility that while their natural foot traffic to their center was 0.71% of people who DID NOT see their ads typically came back to their facilities, compared to 1.95% of people who DID see their ads would come to their office, a 163% lift in foot traffic. The medical center is interested spending more with geofencing and continuing the campaign for an additional 8 months.

Non Profit Civil Rights Museum Achieves Strong Visibility & Ticket Sales With Geofencing & Google Ads

Challenge Raising Awareness To A Brand New Center

National Center for Civil & Human Rights represents an icon of history and story telling to share the true premise of the African American experience and the effect of civil and human rights on America. Founded in 2014 and located in Atlanta, GA, the center was just in its infancy stages to bring awareness to its center and get people into the doors. They continue to have a need to drive membership, promote it’s events, and most importantly drive people into its doors.

However, over the last 3 years, there was a strong need to expand it’s digital marketing efforts. The marketing team originally reached out to Propellant Media for geofencing, but we saw an opportunity with the Google Grant, and other digital tactics to bring exposure to the center.

Strategy & Tactical Execution

Our team helped the civil rights museum apply for the Google Grant which is a $10,000/month advertising credit that only non profits and 501c3’s have access to. Our team also utilized our advanced site retargeting and geo fencing capabilities to better promote their events and retarget to those who visited museum. Below are the tactics we devised for the center:

- Geofencing Marketing – Our team built geo-fences around competitor atlanta attractions. 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 visiting the Center For Civil & Human Rights Museum.
- 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 their existing use of Meta (Facebook/Instagram).
- Google Ads – As part of our omnichannel marketing company, we went after in-market terms such as:
  - museums in atlanta
  - african american museum atlanta
  - martin luther king museum
  - atlanta museums
  - things to see atlanta

What We Achieved With The Center

First, our team was successful in securing the grant for the Center For Civil & Human Rights Museum which they’ve been able to utilize 80% of it month-over-month. In addition, our geo fencing and site retargeting campaigns helped the art museum secure more fundraising dollars and a heightened awareness of the art museum.

We sold over 3500 tickets last year from the use of the Google Grant. And from the geofencing marketing, we tracked over 200 walk-ins from people who saw or clicked on the ads and then chose to visit the center. Please note there is a 30 day rolling window in which we can track those who saw the ads and visited the center.

They have been a client for over 3 years and we continue to engage with the center, including Meta (Facebook/Instagram) Advertising.

Art Museum Exhibits More Summer Fun With Google Grant

An art museum in California was trying to find ways to advertise their summer camp without blowing a hole into their budget. They also wanted to fund new ways to promote events at the Art Museum as well as continue speaking to those who visited the art museum for various events. That’s when they decided to engage our team.

SOLUTION

Our team helped the art museum apply for the Google Grant which is a $10,000/month advertising credit that only non profits and 501c3’s have access to. Our team also utilized our advanced site retargeting and geo fencing capabilities to better promote their events and retarget to those who visited this art museum.

RESULTS

First, our team was successful in securing the grant for the Art Museum which they’ve been able to utilize 80% of it month-over-month. In addition, our geo fencing and site retargeting campaigns helped the art museum secure more fundraising dollars and a heightened awareness of the art museum.

Health Club Muscles Up To 25% in Membership Sales

two girls doing squats together indoors training warm up at gym fitness, sport and lifestyle concept

This local health club was using Social Media and direct mail to increase new memberships within an eight mile radius of the gym. Because of their tight geo-target, previous digital strategies had failed to create a positive return on investment. Their goal was to increase memberships among families and encourage parents to sign up their kids for swim classes.

SOLUTION

Two campaigns were launched targeting users who lived in the zip codes within an eight mile radius of their location. One campaign offered no enrollment fees, while the other campaign promoted swim classes to local parents.

RESULTS
In their first month following the launch of the campaign, this local health club sold more memberships than any other March in the past twelve years and sold out every swim class in record time. Now in their sixth month of using targeted display, this advertiser continues to be impressed with their results month after month and has layered in FBX targeting for even stronger results.

University Increases Applications With Programmatic Advertising

students or teenagers with files and diploma

THE CHALLENGE

This University was trying to increase applications and awareness for their fall MBA program and was struggling to find a partner who could achieve a CPA of $200 within the desired DMAs. They enlisted the help of our team to reach the target audience online and drive qualified applications for the fall semester.

SOLUTION

Our team developed a comprehensive strategy to reach an engaged and qualified audience near the six campus locations. Search Retargeting was key in enabling this advertiser to reach new customers and serve
customized ads based on the campus closest to the user. Our team’s multivariate optimization algorithm combined with human optimizations helped drive down the CPA and increase CTR.

RESULTS

Through multiple tactics and optimizations our team was able to achieve a CPA of $159, which exceeded the goal of $200, all while maintaining a .45% CTR.

Pharmaceutical Company Targets Doctors and Low CPA

A pharmaceutical company was looking to promote a drug for treating a common eye condition. They enlisted the help of our team to more precisely target their primary audience of optometrists and ophthalmologists, with the goal of achieving a $100 CPA.

SOLUTION

Our team and the advertiser developed a comprehensive strategy of search retargeting at the keyword level and geo-fencing, with custom-shaped target zones drawn around doctors’ offices. With quick learning from the campaign launch, our team and our multivariate algorithms made mid-flight optimizations to improve performance, including fine-tuning keywords and shifting budgets to the highest performing keywords and tactics. Without mobile ad sizes, users who entered a geo-fence were delivered ads to their desktops using cross-device matching.

RESULTS
With approximately two months remaining in the four-month campaign, our team has been able to deliver a CPA of $12.68, vastly exceeding the client’s initial goal of a $100 CPA. The campaign has also achieved a CPV of $12.68, exceeding the initial goal of a $100 CPV. Further, the cross-device matched geo-fencing desktop ads have achieved a .18% CTR, doubling the industry average of .08-.1% CTR.

How we helped a Florida orthodontist straighten out their sales.

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.

How we gave a dental practice more patients (and smiles).

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%.

How we helped a Shark Tank Baby Products startup increase sales on Amazon.

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.

How we helped an orthodontist straighten out his business.

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.

How we helped a health club strengthen its sales.

A local health club had been using social media and direct mail to increase memberships but had not been successful. We launched two campaigns targeting users living in nearby zip codes—one offering no enrollment fee, the other promoting kid swim classes.

RESULTS
More new memberships in one month than any time in the last 12 years. Sold out swim classes in record time. Increased revenue 25%.

How we made a hearing aid company sit up and listen.

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.

Challenge

Solution

Result

Challenge

Solution

Result

Challenge

Solution

Results

Challenge

Solution

Result

Challenge Raising Awareness To A Brand New Center

Strategy & Tactical Execution

What We Achieved With The Center

SOLUTION

RESULTS

SOLUTION

SOLUTION

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.

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

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

Situation

Task

Results

RESULTS More new memberships in one month than any time in the last 12 years. Sold out swim classes in record time. Increased revenue 25%.

RESULTS 750 new customers, with a measurable spike in calls, walk-in customers, and overall sales

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.

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

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

RESULTS
More new memberships in one month than any time in the last 12 years. Sold out swim classes in record time. Increased revenue 25%.

RESULTS
750 new customers, with a measurable spike in calls, walk-in customers, and overall sales