Case Study 1 – Moving Company

Moving Vertical – Case Study – Cold Traffic Campaign

 Summary: Moving Company Case Study, Cold Traffic

Industry Numbers

• Average Click Through rate 0.06%

1,000 ads shown, 6 ads are clicked

• Average PPC: $10.34

Keywords: Moving Company, Moving Companies, Movers

Summary: Moving Company Case Study, Cold Traffic

Traffic Summary

• 27 days            =          Campaign Duration
• 106,889           =          Impressions
• 85                    =          Clicks
• 0.08%              =          CTR (click through rate)

Summary: Moving Company Case Study, Cold Traffic

Traffic Geo-Targeting

• Country           United States
• City                  11 Cities
• Reach              7,764,000

Devices

• Phone
• Tablet
• Desktop

Visuals: Moving Company Case Study, Cold Traffic

Call-To-Action Ads

• The ad above received the highest number of clicks. This campaign ran 3 ad split tests.

Visuals: Moving Company Case Study, Cold Traffic

Reputation Ads

• The ad above received the 2nd highest number of clicks. This campaign ran 3 ad split tests.

Visuals: Moving Case Study, Cold Traffic - Ads with Highest Clicks

Agency

Review: Moving Company Case Study, Cold Traffic

Call-To-Action Ads

• The ad above received the highest number of clicks. This campaign ran 3 ad split tests.

Review: Moving Company Case Study, Cold Traffic

Industry Numbers

• Average Click Through rate 0.06%

1,000 ads shown, 6 ads are clicked

• Average PPC: $10.34

Keywords: Moving Company, Moving Companies, Movers

eview: Moving Company Case Study, Cold Traffic

Traffic Summary

• 27 days            =          Campaign Duration
• 106,889           =          Impressions
• 85                    =          Clicks
• 0.08%              =          CTR (click through rate)

Review: Moving Company Case Study, Cold Traffic

Traffic Geo-Targeting

• Country           United States
• City                  11 Cities
• Reach              7,764,000

Devices

• Phone
• Tablet
• Desktop

Visuals Review: Moving Company Case Study, Cold Traffic

Call-To-Action Ads

• The ad above received the highest number of clicks. This campaign ran 3 ad split tests.

Visuals Review: : Moving Company Case Study, Cold Traffic

Reputation Ads

• The ad above received the 2nd highest number of clicks. This campaign ran 3 ad split tests.

Visuals Review: Moving Case Study, Cold Traffic - Ads with Highest Clicks

There are three types of things that people look for before they make a decision.

1. Is a business with a good offer
2. Is a reputable business
3. Is a specific type of service

Review: Moving Case Study, Cold Traffic

• Daily ad spend breakdown

27 day period: $65.37

Cost per click: $0.77

• Compared to PPC

Keywords: moving company, movers, moving company

Cost per click: $10.33

 Review: Moving Case Study, Cold Traffic

Interests

• Double Verify > Real Estate > Buying/Selling Homes, General
• Grape Shot > Predicts > Buying a home, Movers, Real Estate Intenders
• Peer 39 > Real Estate > Commercial, Residential
• comScore > MMX Category > Real Estate

Location

• Country           United States
• City                  11 cities
• Reach              7,764,000

Placement

• Above the fold

Devices

• Phone
• Tablet
• Desktop

Review: Moving Case Study, Cold Traffic

Banners

Split Testing – 3 Ad sets

Sizes:

300x250    250x250    320x100    300x50        468x60

728x90        300x600    160x600    120x600    480x480

Review: Moving Case Study, Cold Traffic

Budget & Bidding

• Budget                         $6.00/day
• Budget Duration         Lifetime
• Max bid price              $6.00 CPM
• Schedule                      Monthly

Q&A Question: What was done to get those results?

Q&A Question: What could you charge for cold traffic?

Review: Traffic Fuel – Cold Traffic

 Q&A Question: How do you handle client that wants to use their own pixel?

• There is a way to add a 3rd party pixel at traffic fuel. So if you want to add a Facebook pixel in traffic fuel you can do that as well.

• How do you do that in traffic fuel? Go to the merchant. From the merchant dashboard, click on audience group, then click edit on your master audience, click actions, add 3rd party pixel then click save.

Q&A Question: What is the best thing to do to get the research stats?

 Q&A Question: If they have their own pixel on their page, why would we need to add it in to traffic fuel?

Q&A Question: Don’t we need to have an ad that comes up for retargeting that will link to their website?

Q&A Question: would you suggest we install the retargeting pixel on our own site to get comfortable with it?

Q&A Question: Can you have more than one pixel on the client’s site?

Q&A Question: Can they pause or turn off the campaign if money starts to flow?

Q&A Question: Is it a good idea to run traffic fuel retargeting on my client’s Google adwords campaign?