A regional restaurant chain was looking to build brand awareness and drive foot traffic to the location at a low CPA. They were unable to find a vendor who could reach the target market and keep the CPA at or below $20. They enlisted the help of our team to utilize geo fencing technology in order to more precisely target their audience, track conversions and improve their overall advertising performance.
The advertiser identified their restaurants for which they wanted to increase visits and sales as well as their top ten competitor locations. Our team then developed a comprehensive strategy of geo fencing with conversion zones to target those competitors within a ten mile radius and then measure conversions to their restaurants. The campaign also featured search retargeting at the keyword level, category contextual targeting and site retargeting. Additionally, the team was also able to further optimize keywords and blacklist certain domains to decrease CPA and extend reach to the target audience.
Our team was able to deliver a low CPA of $4.95, which far exceeded the advertiser’s goal of $20 CPA. With our team’s conversion zone tool, the advertiser was also able to track their total visit rate (TVR) which showed the percentage of people who were served an ad and came to the store, and Cost Per Visit (CPV), which denoted the amount of advertising spend per person who came to the store.
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