A well-known restoration company came to Orange 142 with the goal of expanding their franchise footprint and generating more franchiser inquiries and purchases in key markets.
One week after the campaign launch, we looked at all the data we had gathered and began making optimizations. We moved the budget towards the strategies that were driving the most conversions, created new strategies based on our learnings, and turned off strategies that were not working.
At the end of the 6-month campaign, we exceeded our client’s expectations and goals. We delivered 204 inquiries, with a CPA of $161.22, CTR of .08%, an eCPM of $3.04, and CPC of $3.72. The client was incredibly pleased with Orange 142 and renewed the campaign for the following year. In addition, they added advertising opportunities for all franchise owners to run a campaign to promote their local franchise through Orange 142.
How Orange 142 Delivered Results
LAUNCH STRATEGIES
- Behavioral: Targeted people who were interested in small business restoration services and B2B segments.
- Keyword and Contextual Targeting: Targeted users with interest in small business ownership or franchise opportunities.
- CRM List: We targeted lookalike audiences based off current franchise owners’ data.
- Geo-Targeting: We were able to drill down on key zip codes
- Remarketing: Targeted consumers who visited the landing page, but did not take further action.
OPTIMIZATIONS
- Once applications started coming through, we created a lookalike audience based on that data.
- We saw that the retargeting pool was growing, so we shifted more budget toward that strategy.
- Yahoo Mail was the top performing site, so we created a PMP guaranteed deal to secure more inventory.
