Current Clients
Project Optimizations
Keyword research was performed in a hyper-geographic manor to ensure proper projections and benchmarking. In addition, the team benchmarked onsite user behaviour metrics for the targeted landing pages that were leveraged in the search ads.
As the campaign progressed and we learned more in terms of actual search queries, we optimized multiple campaigns. We also eliminated two keyword groups that were initially projected to perform well, but we found that the volume combined with the competition did not allow us to stay within optimal monthly budget. Driving active, in-market traffic to our landing pages allowed us to dig into on-page metrics and call-to-action buttons were tested, placement of clickable phone numbers were identified, and the on-page conversion rate ultimately increased over 70% within one quarter.
First Year Results
3,597 Clicks to the website
7.20% avg on-site conversion rate
221 qualified leads (118 phone calls & 103 form submissions)
Avg cost per lead of $47.51 (45% less than the avg cost per conversion in the law vertical on Google Search)
Project Outline
Service: Paid Media Management (Service-based Business)
Goals:
Generate an increased volume of qualified leads (phone & form submissions)
Campaign Details
Edmonton, Alberta-only targeting
Campaign ran full 2024 calendar year
Budget: $875/month CAD
Platforms: Google Search
Project Optimizations
Individual focus was placed on eComm and the online store mid-way through 2024 due to construction at the Spa. Focus and budget was able to be shifted during that time to invest more in the eComm efforts.
We had 4 weeks to really push the eComm Shopping campaign to learn and optimize, then we went back to our normal Search + Shopping campaign structure, with the budget being shared between all of the campaigns. Because we ran only the Shopping campaign for a full month on a full budget, the platform learned quite a bit more than it had previously been able to and we saw that reflected within the latter 6 months of our 2024 campaigns.
July - December 2024 eComm Results
(when compared to January-June 2024 ecomm results)
+734.8% increase in eComm purchases
-92.38% reduction in cost-per-purchase
Project Outline
Service: Paid Media Management (eComm)
Goals:
Increase eCommerce purchases directly from online store
Campaign Details
Canada wide targeting
July 1 - December 31, 2024 (Q3 & Q4 2024)
Budget: varied
Platforms: Google Shopping
Previous Clients
Project Outline
Service: Paid Media Management
Goals:
Generate awareness of products in different identified target audiences.
Test creative & messaging resonance within each identified audience as a tertiary learning.
Campaign Details
Canada only targeting
Campaign ran June 19 - September 15, 2023
Budget: $30,000 CAD
Platforms: Google Dynamic Display & Meta Video and Static Images
Project Optimizations
Based on past data, we were able to initially assign budget to platforms to launch the campaign. After the initial launch, we leveraged a fluid media budget to achieve our goals.
As the campaign progressed and we learned more in terms of which audiences were engaging with which ads and which platforms were garnering the highest volume of impressions. From there, we were able to shift budget to not only surpass our initial projections, but to get even better results for Ocean Spray.
By pulling these levers we were able to really maximize the budget and ensure that the client gained solid learnings to inform future campaign efforts.
Project Results
21.8M Impressions
$1.37 avg CPM
21.3K Clicks to the website
$1.40 avg CPC
Project Outline
Service: Digital Marketing Strategy (client implementation)
Goal
Create a full digital strategy that includes:
Competitor Research
Recommended tactics & identified opportunities
Multiple audiences to test
Details
Geo: Regina/Saskatoon, Saskatchewan
Strategy to cover 1 full year
Budget to be based on tiered recommendation
Project Findings
Significantly more competitor influence in Regina was detected which ultimately informed budget & tactic recommendations. In addition, competitors found in Saskatoon had lighter influence than initially assumed.
Tactical opportunities varied by geo in order to adapt to not only competing directly with competitors, but also leveraging identified areas of easy opportunity.
Audiences also differed from Regina to Saskatoon. Initially thought to be similar, and previously treated as such, demographics and online user behaviour was found through the research process, to be quite varied. Platforms, creative messaging, calls-to-action, and budget were adjusted accordingly.
Project Results (after 1 year)
Onsite engagement increased avg of +30%
Onsite bounce rate decreased avg of -35%
CTR increase avg +185% on Google Ads
CPC decreased avg of -10% on Google Ads
Cost Per Conversion decreased avg of -40%
Conversions from Google Ads increased +125%
Project Process
Step 1, we worked through gaining access to and auditing all associated accounts. This included: Google Analytics, Google Ads, & Meta Ads. Ownership was retained on all accounts and audit results were reviewed.
In step 2, we condensed our vendor roster to ensure alignment across campaigns & reporting. This also resulted in bringing items in-house, working with the current marketing staff to level up skillsets and ultimately creating a more robust internal team.
During step 3, continual auditing was occurring on all accounts that remained with external vendors. This resulted in an increase in lead volume, website traffic, and ultimately, more sales.
Step 4 was to work in partnership with HR and ultimately bring in a Director of Marketing for a new position. This resulted in a valuable team member being added to strengthen the in-house marketing department.
Project Results
44% savings on vendor fees
Onsite traffic increase by 9%
Onsite sessions increase by 2%
33.3% increase in direct sales appointments via website
63% increase in direct Schedule Test Drive via website
427% increase in organic search impressions (stemming from SEO audit results)
242% increase in organic search clicks to the website
In-house Director of Marketing successfully in position and leading a growing a team for 1+ year (and still going!)
Project Outline
Service: Account Auditing, Digital Consulting, and fCMO Services
Project Scope
1: Identify & Audit all current service providers
2: Retain ownership over all ad accounts and website analytics
3: Optimize vendor relationships and ways of working.
4: Provide ongoing marketing support to in-house marketing team, including leading the process of hiring a Director of Marketing.