With the challenging spring weather over the last few years, fall has for some become more lucrative than spring. Hitting it hard for the last quarter is a huge opportunity to meet – or crush – those projections.
Creating mini-series, we visited the same project over the span of several weeks (in some instances, over several months!) to cover the entire story. In each episode, we uncovered a topic that would create a buzz, a conversation on social.
Magic Landscaping, based out of Hillburn, NY (but servicing northern New Jersey), had a story to tell. He wanted to convey his unique approach on high-end landscape design and construction in a way that was genuine and visual.
For this outdoor lighting company, we researched high volume, low cost keywords that are correlated to the their lighting services that are also representative of the end of the sales journey, meaning not research-like keywords, but rather ready to buy keywords. For each keyword, we created a group of ads to test out which one would work best. In the Google ad world, this approach is called Single Keyword Ad Groups (SKAGS). And then we built or used existing landing pages that are optimized for the keyword that is in the ad - all translating to lower cost click and higher performing ads.
Speaking of conversions - the purpose of these ads, over the six month period, this company received 66 “conversions.” In non-technical terms, this includes people who submitted a form on the website and also click on the telephone number to call in the mobile-only ads. It does NOT include people that called the website after reaching the website as a result of the ads. Most design/build companies we speak with have about 2-3x as many phone calls as they form submissions (often much more).