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SEARCH ENGINE MARKETING
WHAT IS SEM?
SEM or Search Engine Marketing is the marketing of a business using paid advertising on search engine results pages (or SERPs). Marketers bid on keywords that users of services, such as Google and Bing, might enter when looking for certain products and/or services. Search engine marketing is commonly recognized for being a critical part of any purchasing decision, often being leveraged while consumers research the product and/or service, comparison shop, and ultimately locate the ideal retailer of that product and/or service
WE ARE A GOOGLE PREMIER PARTNER
Ryan William's Agency is a Premier Partner with Google. As an enterprise customer for Google, we enjoy a much more intimate relationship with Google. The partnership comes with access to Google, Google’s marketing team, Google Premier Partner Badge, Google Certifications, the Google Academy for Ads, beta product testing, and most importantly, Google’s team of experts providing feedback on all campaigns to ensure best practices are followed and newer Google Ads features are being leveraged. Call 561-588-6336 to get started.
Case Study:
LOCAL RESTAURANT TOPS $100K FROM ONLINE ORDERS VIA DISPLAY + SEM CAMPAIGN
Client Industry: Restaurant Campaign Length: Four months Objective: To increase the number of to-go or takeout orders. Challenge Facing social distancing guidelines during COVID-19, the client wanted to let customers know that their business is open for online ordering and takeout. Solution Our recommendation was to pair Programmatic Display and SEM to create a full funnel strategy. We behaviorally targeted individuals who exhibited an interest in the restaurant’s cuisine and strategically bid on relevant keywords to capture people searching for to-go orders in the area. RESULTS The client was ecstatic with the campaign performance and saw that revenue from online orders increased by nearly 65% during the campaign period – enabling the business to generate close to $100k! KEY FINDINGS The behavioral and demographic targeting options available through Programmatic Display can help reach defined audiences. This ensures that intended and relevant individuals will receive the ad.
Search engine marketing is one of the fastest-moving forms of digital marketing, and it requires a diligent management effort to make sure the messages are relevant, timely, and attractive on a crowded search engine results page.
SEARCH ENGINE OPTIMIZATION
WHAT IS SEO?
Search Engine Optimization is the process of gaining attention from the search results within search engines. Search engines (Google, Bing, Yahoo!, etc.) provide search results on things that are relevant to the user’s search. SEO ensures a site is aligned with these many variables, and more importantly, aligned toward users’ search experiences.
Here at Ryan William's Agency, we offer full Organic Search services for all clients. This includes audits of your website which provide a detailed outline of opportunities tied to your organic presence, identify where improvements can be made, and pinpoint the tactics required to fulfill changes. We use these audits as a tool for showcasing the possibilities of SEO, as well as providing a launchpad for improving your website, driving organic traffic, and maximizing bottom-line performance.
Our SEO Services range from on-site to off-site and local listings optimizations to hosting. Whether you have thousands of locations or are strictly an eCommerce business, this service suite can meet your needs by scaling an enterprise-level service at an affordable cost.
Case Study:
LAW FIRM PROCURES 7 FIGURE PERSONAL INJURY CASES FROM SEM AND SEO CAMPAIGNS
Client: Legal Services Provider Campaign Dates: December 2018 – Present Objective: Increase the number of cases for the firm and rely less on referrals to grow new business. Challenge To be a top-tier option for potential clients searching for an attorney, and to build trust and authority on their website with potential clients unfamiliar with their firm. Solution We recommended an SEM campaign to raise awareness of their firm to people actively searching for personal injury attorneys in the area. We coupled that with local and organic SEO to enhance their position on search engines, and to develop strong website content that would build trust and authority above and beyond their competition. RESULTS The IP targeting led to 3,781 targeted and 167,888 impressions served. The campaign saw 349 clicks and a 0.208% CTR. Key Facts This campaign allowed the dealer to maintain contact with consumers who already expressed their interest in a new vehicle by opening the initial email(s), further increasing their likelihood to convert
PROGRAMMATIC
WHAT IS PROGRAMMATIC ADVERTISING?
Programmatic advertising is the automated buying and selling of online advertising. By automating the process, transactions are both more efficient and more effective. Once you (the advertiser) select your target audiences, we put the parameters in the media buy and the algorithms seek out the people that best fit your target audience. Where might you find a programmatic display ad? Just about everywhere in the digital universe: mobile, desktop, tablet, audio and even digital outdoor and connected TV. And once you activate this type of advertising, all of the data is consolidated to one area which makes it incredibly easy to track success.
HOW CAN YOU TARGET AUDIENCES?
Demographic Targeting Target users based on their age, gender, household income, career, ethnicity and more.
Behavioral Targeting Target consumers based on their search, click and web browsing history.
Content Targeting Target consumers based on the kinds of sites and content they’re visiting.
Geo Targeting Target users based on radius, zip, city, county, DMA, state and more.
Frequency Caps Limit the number of times a user can see your ad.
Day Parting Target your key consumers at a time when they’re most likely to buy.
Case Study:
LOCAL RESTAURANT TOPS $100K FROM ONLINE ORDERS VIA DISPLAY + SEM CAMPAIGN
Industry: Retail Campaign Dates: 3-month campaign Objective: This retail store’s goal was to increase revenue during Black Friday weekend. Challenge The biggest challenge for this advertiser was tracking multiple conversions and revenue streams. Solution To create brand awareness, the advertiser put their entire budget towards display. They chose a blend to utilize content, demographic and behavioral targeting along with search and site retargeting. RESULTS The advertiser spent $15k and generated $58k in revenue over the holiday weekend. This was a 259% return on investment. KEY FINDINGS Search retargeting was a useful tool in this campaign to help serve ads to people who had already visited the advertiser’s website. This helped the retailer drive brand awareness long after the visitor had left their site.
DEVICE ID GEO-FENCING
WHAT IS DEVICE ID & GEO FENCING?
Mobile devices have a unique ID number that is anonymously associated with the person carrying the device. As people move around with their devices, this information is gathered and compiled by third parties, stored on the cloud, and made available for marketers! Device ID Targeting and Geo-Fencing technologies allow us to target the consumers you want to reach through those same devices. At Ryan William's, this data is accessible through Programmatic Advertising.
HOW DO YOU USE IT?
Geo-Fencing and Device ID data can be used to target prospective consumers as well as current customers. Most marketers are using Geo-Fencing and Device ID data to target consumers based on where they have been. For instance, a gym owner may want to target anyone who has visited a health food store, a competing gym, or people who work at nearby businesses. We will identify all of the places of interest on our digital map and track all of the devices that have entered those mapped barriers over the last 6 to 8 months. Those devices are then matched back to home addresses, reports are generated to provide the demographic information for people who visited those locations, and the Device ID’s are ultimately used in a programmatic advertising campaign. The gym owner would receive information on the number of targeted devices that ultimately visited the gym’s physical location. Often sales data is matched up against device ID data to validate exact return on investment.
HERE'S WHO YOU CAN TARGET:
VISITOR TARGETING
Reach consumers who have visited target locations in the past, regardless of where they are now.
CONQUEST VISITOR TARGETING
Reach consumers who have visited competing locations in the past, regardless of where they are now.
HOME ADDRESS IDENTIFICATION & REVERSE APPEND
Link device IDs to home address, and vice versa
HOUSEHOLD EXTENSION & LOOKALIKE TARGETING
Expanded audience segments that include other devices in the household and/or audience members with the same demographic and behavioral attributes.
Case Study:
GYM GAINS 73 NEW MEMBERSHIPS BY CONQUESTING COMPETING LOCATIONS
Client: Local Gym & workout facility Campaign Dates: June 2017 – December 2017 Objective: To increase the number of 6 and 12 month memberships Challenge The market was competitive due to a high population of gyms in the area. Solution We recommended taking advantage of the competitor locations by using Device ID and conquest targeting. This gym also geo-fenced their location to encourage longer memberships. RESULTS By targeting competing locations, the gym gained 73 new memberships over the course of the campaign. The gym spent $5,400 and gained $38,500 in contracted revenue. KEY FINDINGS Conquest targeting via Device ID is a great way to stay competitive in a saturated market and take advantage of your competitors.
MICRO-PROXIMITY
WHAT IS MICRO-PROXIMITY?
Targeting people on their mobile device based on where they are in real time. Would you like to reach people visiting your competitors right now? Microproximity allows you to do that.
Case Study:
GOLF COURSE TAKES ADVANTAGE OF GEO-FENCING TO CONQUEST COMPETITOR LOCATIONS AND INCREASE MEMBERSHIPS AND GOLFERS
Industry: Golf Course Campaign Dates: June – August 2018 Objective The club wanted to increase the number of country club members as well as single time golfers. Additionally, they wanted to up-sell golfers to buy real estate on their property. Challenge To conquest business from other golf courses & country clubs in the surrounding rural area. Solution We recommended utilizing both device ID and microproximity in order to target other golf courses in the area. RESULTS The golf course saw 34 people from competitor locations show up at their club during the campaign, and with that success, extended the campaign an additional 4 months. KEY FINDINGS The client saw a .14% CTR for microproximity and a .16% CTR for device ID. The club told us they saw an increase in both memberships & golfers as a result of this campaign.
IP TARGETING
WHAT IS IP TARGETING?
IP (Internet Protocol) Targeting allows us to reach consumers by matching their locations through their IP addresses. Location data for the IP Addresses of consumers is collected by third parties and matched with physical addresses. Proprietary matching of these addresses allows us to reach your target audience directly. This provides a unique ability to monitor sales, measure return on your ad budget, and more by matching those targeted consumers with those who made actual purchases.
IP Targeting reaches people at an address level. Direct Mail has always been the preferred way of reaching specific list-oriented audiences. IP targeting allows you to extend the reach, impact, and ROI of your database marketing.
Case Study:
AUTO DEALERSHIP UTILIZES IP TARGETING TO MAINTAIN CONTACT WITH RELEVANT CONSUMERS
Industry: Automotive Campaign Dates: 3-month campaign Objective The client wanted to reach auto intenders in the dealership’s market. Challenge The challenge was successfully reaching consumers who were already in the buying funnel. Solution We started by utilizing an email campaign to promote the dealership’s Spring auto sale and encourage overall dealership sales. The email marketing campaign was followed by an IP targeting campaign using the postal records of the consumers who opened the initial email. RESULTS The IP targeting led to 3,781 targeted and 167,888 impressions served. The campaign saw 349 clicks and a 0.208% CTR. Key Facts This campaign allowed the dealer to maintain contact with consumers who already expressed their interest in a new vehicle by opening the initial email(s), further increasing their likelihood to convert.
EMAIL MARKETING
WHAT IS PROGRAMMATIC EMAIL?
Programmatic Email Marketing targets consumers based on several personal characteristics: Demographic data, shopping preferences, personal interests, actual purchase history, recent interest, locations, and more! Even personal interests and lifestyle choices come into play here.
HOW MANY EMAILS?
Ryan William's Agency can leverage high-quality data, accessing 200,000,000 double opt-in email addresses and deep technical solutions that guarantee better delivery to target consumers’ email boxes. The focus on technology and quality separates this email solution from others. A programmatic email campaign could average 12-15% open rates and 1-3% click-through rates. With hundreds of case studies, there is almost no situation our team hasn’t already encountered and been able to deliver success through Programmatic Email Marketing.
Case Study:
CANNABIS COMPANY INCREASES SALES 1600% IN EMAIL PROMOTIONAL CAMPAIGN
Client Industry: Cannabis Campaign Dates: One deployment Objective The client aimed to generate branding and awareness for the client’s cannabis-infused beverage line. Challenge To effectively target adults 21+ who are interested in cannabis and alternative medicinal products. Solution We recommended utilizing email to target individuals aged 21+ and who are interested in cannabis, CBD, and alternative medicine. The creative message showcased their holiday “buy-one-get-one” special offer. RESULTS The client was able to attribute a 1,600% increase in the number of sales during the weekend the email was deployed! Of the 25,000 sends, our reporting showed a 12.39% open rate, and a 2.54% click rate. KEY FINDINGS While targeting qualified individuals for cannabis/CBD campaigns can be challenging, email campaigns provide the perfect medium – especially for promoting limited-time special offers
NATIVE ADVERTISING
WHAT IS NATIVE ADVERTISING?
Native advertising is the use of paid ads that match the look, feel, and function of the media format in which they appear. Native ads are often found in social media feeds, or as recommended content on a web page. Unlike display ads or banner ads, native ads don't really look like ads. With Native Advertising, a company can reach consumers in a content-friendly manner, providing users with a deeper level of information in a long-form content format. Native Advertising is consistently reported as consumers' preferable ad format as it’s less intrusive and blends in with standard website content.
TARGETING & PLACEMENT
We have access to tons of content-targeted options such as Sports, Entertainment, Health, Politics, Travel, Family, and more. We are able to place your relevant blog and site content within relevant content verticals creating a unique way to distribute content to millions of users on thousands of websites around the globe. But not just any site! Our network includes thousands of publisher sites in many different verticals, so we can run hyper-local Native Advertising campaigns in tight GEOs, at scale. The network of sites is comprised of high-quality, recognizable publishers that are desirable to any marketer’s goals. Creative executions dynamically match target site templates, font styles, and content management systems, making each campaign custom and elegantly executed.
Case Study:
BEEF COUNCIL UTILIZES NATIVE ADVERTISING TO BOOST BEEF SALES AROUND THE STATE
Industry: Beef Council Campaign Dates: 6-month campaign Objective The goal of this campaign was to drive sales of beef products by branding seasonal recipes where beef was the main ingredient. Challenge The Beef Council wanted a way to drive more grocery sales of beef products. These products had seen a decline in recent months. Solution The campaign leveraged Native advertising to brand to consumers. Native allows us to develop highly-appealing creatives that match the look and feel of the site where the ads are being served. This provides customers with a more quality interaction with the brand. RESULTS This campaign generated 5,575 total conversions with over 600 conversions coming from the recipes page alone. Additionally, we delivered over 1,000 post-impression conversions to the Beef Council’s website. This helped boost beef sales in grocery stores around the state. KEY FINDINGS Native advertising is a fantastic tool for overall branding and awareness. Native ads should be used in conjunction with relevant content such as blogs, recipes, product galleries, or user-driven content.
PROGRAMMATIC VIDEO
WHAT IS PROGRAMMATIC VIDEO?
Video ads commonly run 15 seconds or 30 seconds, or even long form which run within viewing windows of online content. Also known as Pre-Roll, Programmatic Video, like banner advertising, is delivered in more desirable format, is scalable and comes with all the innovative targeting options. We make Video Advertising available to you with all the features, such as skippable, non-skip, completion rates, success of delivery, and more. Let’s make some videos!
LOTS OF OPTIONS, LOTS OF EXCHANGES
Programmatic Video Advertising offers all of the features standard banner ads offer, but in a video format. Marketers are reaching audiences based on content, behavior, search data, location information, IP, and more. Programmatic Video is now as scalable as banner advertising with all of the innovative targeting options in the more desirable video format.
We are plugged into 20 ad exchanges, such as Doubleclick AdExchange, Index Exchange, and Telaria to name a few. It’s our ability to reach a narrow target market in a hyper-local geo all while providing an omnichannel optimization strategy that makes Programmatic Video solution a better option than nearly any other professional services provider. Call 561-588-6336 to get started.
Case Study:
SKI RESORT REPORTED OUR TRAFFIC SOURCE LED TO 30K NEW WEBSITE VISITORS WITHIN A MONTH
Industry: Ski Resort Campaign Dates: January – February 2017 Objective The client wanted to target skiers and snowboarders while promoting a hotel & lodging initiative. The secondary goal was to sell more lift tickets over the course of the campaign. Challenge The biggest challenge was standing out among other resorts in the area. Solution We recommended a combination of Display and Pre-roll for an overall branding and awareness campaign with specific targeting.
STREAMING RADIO
PROGRAMMATIC STREAMING RADIO?
Streaming services have made music portable now more than ever. Consumers are able to experience life through their own personal soundtracks. With programmatic streaming radio advertising, you can reach your target audiences while they go about their day.
WHAT IS PROGRAMMATIC STREAMING?
At Ryan William's Agency it is easy to introduce non-skippable, brand-safe programmatic audio advertising to your hyper-local marketing campaigns. Our Programmatic Streaming Radio allows you to choose inventory by age, gender, location, musical interest, or third-party data. Streaming radio through Blonde Concepts allows you to run traditional radio campaigns while also receiving the benefit of real-time decision reporting, conversion metrics, cross-device targeting, and omni-channel optimization. Call 561-588-6336 to get started.
LEVERAGE THE BENEFITS
Targeted, high-impact messaging.
Target audio ads to relevant geographies, time slots, and audiences to hone in on valuable prospects.
Reporting tracks metrics including completion rate, clicks, and conversions so you understand how audio works with other channels & strategies.
Include a companion banner that clicks through to a landing page on most inventory Retarget users who have reached the midpoint or end of your audio ad.
201.5M US digital audio listeners eMarketer projects this year. This number makes up 76.6% of internet users.
Consumers carry these channels with them at all times via their mobile device revolutionizing audio advertising, allowing marketers to reach consumers anywhere they are at any time they’re listening.
STREAMING TV
TV'S IMPACT. DIGITAL'S PRECISION.
Streaming TV allows your commercial to be served across ALL DEVICES and is broken down into the following two categories:
Large Screens: these are Smart TVs or TVs that are connected to the internet via a gaming console, puck, stick or dongle (Xbox, AppleTV, Amazon’s FireStick, Roku and others).
Small Screens: these are all other devices (mobile, tablet and desktop) where a user is watching TV programming.
One-fifth or nearly 20% of TV-time is going to streaming according to Neilson.**
ALL TV BUYING NEEDS IN A SINGLE PLATFORM
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Robust targeting
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Data-driven decisioning
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Ad experience control
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Cross-device extension
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Brand safe environment
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Premium inventory
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Impactful insights
Case Study:
AUTO DEALERSHIP UTILIZES OTT AND SEES 1,500+ LEADS PER MONTH
Industry: Autos & Vehicles Campaign Length: Three Months Objective The client wanted to increase market share in their area. Challenge The biggest challenge for this dealership was standing out among its competitors. Solution Our strategy was to expand reach among a growing number of 'cord cutters' to complement traditional TV advertising. The solution was implementing an OTT campaign. Results The dealership achieved its goal by increasing its market share. Key Findings The dealer increased their spend from $5,000 to $15,000 per month and revealed they received 1,500+ leads per month from the campaign.
CANNABIS NETWORK
WHAT IS THE CANNABIS NETWORK?
The Cannabis Network is a collection of Demand Sides Platforms, Inventory Suppliers and Publications that have explicitly opted in to serve cannabis related display creatives. The minimum targeting will always include a geo target within an area that has legalized cannabis at the state level, and a 21+ age filter applied via data segmentation. This is to ensure compliance with the minimum state law requirements.
INVENTORY VOLATILITY & SCARCITY
The relative scale of cannabis-friendly inventory is extremely limited when compared to the scale seen with the total available space. As well, inventory sources can opt out at any time, without notice, thereby temporarily diminishing the scale of the network. For this reason, forecasting is extremely difficult and a consistent pacing of impressions and/or clicks cannot not guaranteed.
How we combat Inventory Volatility and Scarcity:
We are constantly seeking out additional sources to add to the network to ensure we can maximize the pool of available impressions, but there may be temporary dips in serve as suppliers opt out without notice.
Regardless of the myriad sources of inventory, we will optimize between platforms to maximize performance and will consolidate reporting. You will always have the ability to verify traffic through your own Google Analytics.
CREATIVE SENSITIVITY
Due to the cannabis being classified as a schedule 1 drug at the federal level, inventory suppliers and end users are extremely sensitive to exposure regardless of local state laws. If an end user flags a creative through their browser, the entire campaign can be temporarily paused as the creatives will be re- submitted to the audit process, which can take days. It is also possible for an inventory supplier or publisher to permanently block an advertiser if the creatives are flagged too many times. For this reason, a more conservative approach will maximize the potential to be shown on as many different publications as possible.
How we combat Creative Sensitivity:
We always recommend being as conservative as possible with creative design (i.e. no flower, leafs, bongs, etc. in the imagery). This gives us the best opportunity out of the gate to maximize available ad placements. As well, creative changes may be required mid flight if flags or audits prevent the serve from hitting the intended daily impression volume.
Case Study:
CANNABIS 2.0 CAMPAIGN SEES 18x RETURN ON INVESTMENT FOR DISPENSARY
Objective The client’s main campaign goal was to increase the number of online orders for both medical and recreational marijuana. Challenge The biggest challenge the client had been facing was the ability to track revenue for advertising efforts. Solution We recommended running a Display campaign on our Cannabis 2.0 Network. Prospective customers were targeted based on a custom list of zip codes in the local market, as well as interests exhibited in cannabis/CBD. RESULTS Over the five-month campaign, we served over 570,000 impressions with 433 clicks achieving a .08 click-through rate (CTR). We also recorded 1,074 post-impression conversions (.19% conversion rate) and tracked over $150,615 in revenue based on pixels implemented on the client’s conversion URLs. This gained revenue indicates an estimated 18x return-on-investment (ROI)! KEY FINDINGS Cannabis 2.0 campaigns include an in-depth reporting dashboard that not only details overall and creative performance, but also conversion tracking.