CASE
STUDIES

Memorial Day weekend is one of the biggest sales weekends of the year for car dealerships. The dealership already had a gameplan, but in the last hour learned about geofencing marketing and our ability to target competitor locations and other areas in which people are searching car deals.  A car dealership wanted to target consumers who showed interest in buying cars. The dealership hoped to capture more market share from their competitors and ultimately increase sales. They enlisted the help of 7Social to target consumers at competitor locations.

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Solution

Within 1 day, our team developed a comprehensive strategy of geo-optimization. We built geo-fences around competitor locations specified by the car dealership and placed a conversion zone around their storefront to measure foot traffic back to their car dealership.

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With quick learning from campaign launch, our team and multivariate algorithms optimized keywords and blacklisted specific domains to more precisely target consumers.

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Result

Through multiple tactics and optimizations, our team achieved a CTR of 0.13%, exceeding the industry average of 0.1%. Moreover, our unique reporting capabilities allowed us to track and determine that 37 people came from our client’s competitor locations into their dealership. The client experienced a 134% increase in foot traffic from the geofenced locations.

The campaign far exceeded our client’s expectations and thus will be rolling out to many of their other locations.

A high end real estate company wanted to increase visits to their website. They were not seeing success with their current digital advertising strategy so they enlisted the help of 7Social to target consumers and raise CTR.

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Solution

The 7Social Team developed a comprehensive SEM strategy. The campaigns were organized around the neighborhoods of each real estate property, and the ad groups and keywords were created to target audiences looking for homes in those neighborhoods. With quick learning upon campaign launch, our team optimized specific ads by improving ad copy relevancy to keywords and landing pages.

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Result

Through multiple tactics and optimizations, our team achieved a CTR of 7.58%, exceeding the industry average of 1.91%. The campaign far exceeded our client’s expectations.

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In addition, we noticed the following improvements:

• Average quality score increased from 5.7 to 7.2…which ultimately proved our ad ranks were better, CTR rates were better, and over ad experience were better which lowered the clients expected average cost per click.

This company was trying to find a partner who could meet a CTR goal of .08% in the alternative energy vertical with minimal success. They enlisted the help of our team to more precisely target their audience and drive down the CTR they had been seeing from other vendors.

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Solution

We started the campaign with an expanded keyword set due to our expertise with energy campaigns for both search retargeting and keyword contextual. We were then able to quickly optimize at the keyword level for the best performing keywords in the set. Following the keyword optimization, the team used dayparting and domain targeting to improve the performance. The final piece of the puzzle was optimization based on recency.  The recency window was made smaller and the efficiency was greatly improved.

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Result (Improved The Client’s CTR)

Through multiple tactics and optimizations our team was able to achieve a CTR of .25% which more than tripled the company’s goal of .08%.

A car dealership wanted to target consumers at competing car dealerships. They also wanted to track the amount of people who saw their ads and then visited their store location. As a result, they enlisted the help of 7Social to reach the desired audience and to measure the number of people driven by our ads.

 

Solution

Our team developed a comprehensive strategy to target and convert the specified audience using geo-fencing. We built geo-fences around a list of car dealerships provided by our client. Upon campaign launch, our team blacklisted specific websites and adjusted the budget accordingly. As a result of our unique reporting, we were not only able to measure the number of conversions driven by the campaign, but also determine which geo-fences delivered the best engagement and visibility.

 

Results

Ultimately, our team was able to deliver an average CTR of 0.14%, which far exceeded the industry average CTR of 0.1%. Moreover, we able to track and determine that 50 people came to our client’s car dealership after seeing our ads.

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.

This client wanted to increase visits to their website and break through the clutter of a saturated market. This client’s goal was to increase page views on their site while keeping the cost at or below $4.00 per visit.

 

Solution

Using Search Retargeting, we identified the right audience and served them over 22.4M ads. The campaign was optimized at the keyword, day part and recency level to ensure the ads were getting to the right audience, at the right time and to customers who were recently searching for financial services keywords.

 

Results

The campaign increased page views by 6,484 with a cost per visitor at $2.13, exceeding the campaign goal by 47%.

A regional and investment services firm with over 2,500 branches in 19 states wanted to raise awareness and secure conversions for an innovative mobile banking application.

 

Solution

We recommended placing pixel on the clients website. Using the data from the pixel, our team matched data from our team’s user pool to actual site visitors. Using existing data such as demographics, geographies, keyword searches and recently visited domains, we created a highly effective search retargeting campaign. We then layered in a contextual targeting campaign based the successful keywords from the search retargeting campaign.

 

Results

The blended campaign has consistently delivered a CPA more than 60% under goal. Insight reports reveal that the CPA is significantly higher while the spend used to acquire the mid- and high-income audience was extremely efficient.

A mountain resort and recreation area was looking to build awareness among its target audience and promote a discount offer. They enlisted the help of our team to utilize new geo-fencing technology and several other tactics to improve their programmatic advertising performance and accomplish their goal of achieving a CTR of at least .08%.

 

Solution

Our team developed a comprehensive strategy of search retargeting at the keyword level, category contextual targeting and geo-fencing. The advertiser identified dozens of regional recreational areas, resorts and campgrounds, and we built geo-fences around each location. With quick learning from the campaign launch, our team and our multivariate algorithms were able to continually optimize performance mid-flight, including monitoring keyword performance and adding new keywords to aid in delivery.

 

Results

Through multiple tactics and optimizations, our team achieved a CTR of .27%, more than tripling the client’s goal of a .08% CTR.