Manufacturer

 

The client is a manufacturer with a well-established history and a strong regional player.

Today, the manufacturer has 12 brick-and-mortar locations throughout the region and has developed partnerships with various other retailers. Additionally, it now has a convenient online store that delivers to customers across the globe.

Objective

PPC

The client’s PPC strategies were designed to generate website traffic during their peak-season, as well as provide conversions, namely online sales and orders. Greenlight Marketing sought to show a positive return on investment from effective search engine marketing year-round.

Social

The client’s social strategy goal was to increase website traffic during their peak season and create conversions or sales through online orders. For this client, the social media team also managed social media and employed reputation management to appropriately handle any negative feedback. This helped boost their brand locally and globally while building positive brand awareness.

SEO

The SEO objective was to capture a larger organic market share by increasing organic traffic and improving rankings position in search engine results pages for market and industry keywords, as well as phrases that were owned by competitors.

Media

The client was experiencing a decline in sales due to an aging customer base that was moving out of the purchase cycle, coupled with customers’ price/value concerns during inflationary periods. The media strategy looked to rectify this problem and improve overall sales.

Creative

The client has strong brand recognition in its primary region. However, it needed an overhaul that would maintain the positive inertia of the brand while adding new life.

Approach

PPC

  • Geo-Targeting Adjustments: Greenlight Marketing transitioned the client’s PPC campaigns from city-designated market area targeting to nationwide targeting to lower overall cost per click and increase conversions. Further A/B testing resulted in removing low-performing states and retaining only strong-performing states for the PPC campaign.

  • Keyword Targeting Improvements: Broad match type keywords were included in both local and campaignsto lower overall cost per click, improve ad clickthrough rate, and increase overall conversions. Additionally, brand keywords were implemented to create further awareness and impact, particularly for the national online campaign.

Social

Greenlight Social created, managed, and produced organic content for all the client’s social platforms. We also managed paid campaigns to drive website traffic and convert that into sales. We performed reputation management to create positivity around the brand, show responsiveness, and keep in touch with customers online.

SEO

We started by creating an information architecture to cover the site’s topics and themes across its market. This was used to map a strategically targeted content plan based around market conversations. Relevant content was added within the information architecture on a consistent and frequent basis, strategically targeting conversations within the site’s market topics and themes.

Media

The local DMA and other key markets were blitzed using TV, Radio, CTV, Online Radio, Direct Mail, Print, social media, SEM/SEO and Outdoor Media during Q4. Audiences were delivered a straightforward succinct message, which generated over 100MM total impressions.

Creative

Staying true to the feel of previous campaigns, we updated the creative to appeal to modern audiences while still maintaining the brand equity that the client had established. Appealing to the client’s existing reputation, we provided fresh creative that still maintained its link to the past.

Results

PPC

Using keyword and geo-targeting refinements, the PPC campaign resulted in a substantial year-over-year increase in ad clickthrough rate (a 163% increase YoY), a significant decrease in ad cost per click (73% lower YoY), and a remarkable increase in overall conversions-orders YoY (an increase of 287%).

Social

We generated 1.3 million impressions while targeting two major regional metropolitan areas. We also gained 26,643 link clicks during the span of this campaign. That first year, we obtained a 29-cent cost per link click with a frequency of four (how many times a person sees these ads).

In 2023, we brought our frequency down to two by expanding our targeting to 12 other states. This brought us 48,4678 link clicks and 2 million impressions. Our cost per link click dropped to 20 cents and our overall spend was $9.6 thousand.

We were able to increase impressions and link clicks, as well as decrease cost per link click and frequency by adding in new targeting. With this in mind, in 2024 we set up our campaign to track conversions, both locally and nationally.

The first year focused primarily on brand awareness and creating audiences to target. From 2022 to 2023, we doubled link clicks by expanding our audience.

SEO

Traffic Results

  • 2022 traffic (red trend line) showed a gradual increase as Google added the new domain and content in its index and data centers.
  • Seasonality highs occurred in November and December when the traffic shot up
  • 2023 traffic (blue trend line) saw increased traffic growth over each month the previous year.
  • 2023 traffic was higher for each month than in the corresponding time in 2022.
  • Traffic continued to increase, outperforming the same month in the previous year.

Mobile Traffic

  • Mobile traffic is following the same trending patterns as overall traffic.
  • Organic traffic was the top-producing traffic source for both desktop and mobile search.

Additional SEO Results

  • The new blog site captured more organic positionings in under 18 months than the main brand site had in 24 years.
  • 95% of newly captured keywords were non-branded keywords, compared to the main site only had 71.5% of captured non-branded keywords.
  • *Non-branded keywords do not include the name/brand in the keyword/key phrase. Ranking for non-branded keywords is a good sign of organic health.
  • The new blog continues to rank for new keywords as new content is launched. Existing keywords continue to rise.

Media

Digital media customized with audience filters specifically targeted an affluent, younger, demographic that didn’t see price as a purchase barrier. Combined with discounts to incentivize trials, repeat purchase sales increased YoY for three years and helped sales evolve within this younger segment which lifted overall sales an average of +5% YoY.

Creative

*creative – please insert what/if you think anything can be added here from your department)

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