Orchestrating and optimizing an online paid advertising program for a national storage company with multiple locations across the U.S. requires a high level of expertise. Fortunately, Gemini was able to step in and streamline campaigns, reduce ad costs and significantly increase lead volume for our client, Platinum Storage. Read our paid search case study to see how we drove 1,491 more conversions in seven months.
THE CHALLENGE: IMPROVE PAID SEARCH LEAD VOLUME
Platinum Storage Group was frustrated that their current marketing efforts weren’t driving the lead volume they needed to meet their move-in quotas. A quick review showed that their previous agency was using antiquated and ineffective methods and strategies that could be quickly improved upon.
5 Strategies for Success
Gemini stepped in to bring Platinum Storage Group’s paid search program into the modern pay-per-click landscape through five major upgrades and optimizations:
1. Account Organization
Platinum had their paid search campaigns in multiple accounts which utilized dozens of different conversion actions. Gemini consolidated the program into one account and only a handful of conversion actions. This allowed us to optimize towards high intent users with account logistics that were much easier for the client to digest.
2. Phone Call Tracking
Previously, the company missed an opportunity by not using enhanced phone call tracking. Instead of continuing the existing system of tracking users who clicked on a phone number link, Gemini set up a direct integration between Platinum’s call tracking platform and Google Ads. This update more accurately measured high-quality conversions and provided Google with the relevant data needed to better optimize towards similar users.
3. Excluding Current Customers
With improved organization and conversion tracking, the account started to see higher lead volume. Our next step was to improve that lead quality by excluding Platinum’s current customers from paid search ad targeting. This exclusion led to a major increase in new users and a more efficient media spend.
4. Effective Budget Increases
Mid-month budget increases are a crucial element of any PPC strategy but without the necessary data, Platinum Storage was unable to navigate this. Gemini was happy to provide strategic increases immediately after taking over the program. By implementing mid-month budget increases based on data, we could effectively drive more traffic to the properties that needed more occupants. This process also helped build budgetary trust with the client for a more flexible and effective program.
5. Detailed Reporting Dashboards
Historically, Platinum’s paid advertising program had minimal reporting. To remedy this oversight, Gemini built a custom reporting dashboard using Google Looker Studio. The new reporting includes both account-wide and location-specific metrics that present pay-per-click performance data through concise visuals. Using this information, the Platinum and Gemini teams can now focus on business strategy and further optimizations.
