White Glove moving and storage logo.

A strategic move for white Glove's conversions

Industry

  • B2C

79.9%

Avg. Decrease in CPC

167.2%

Increase in Conversions

39.5%

Decrease of Cost Per Conversion

19.4%

Increase in Conversion Rate

The Challenge

White Glove Moving & Storage approached Avalaunch Media with a lofty goal in mind: to lower their cost per conversions to less than $100. Initial investigations of the pre-existing situation revealed very high costs per conversion. White Glove had mainly been relying on Google Search ads, Avalaunch noticed White Glove was not using display ads. Display is a key aspect of a PPC strategy. It is a disruptive marketing strategy, so it proactively positions a brand to be seen, rather than organically noticed by customers. Display campaigns, coupled with Google’s smart audience targeting, was the primary strategy employed by Avalaunch for White Glove Moving & Storage.

The Approach

To begin, Avalaunch had to find the right audiences for White Glove Moving. Display campaigns are notorious for showing up in unusual places throughout the web and wasting money. To avoid this common problem Avalaunch made use of Google’s smart audiences. Custom intent and Custom Affinity audience are two options Google offers its users to help them locate the audiences that might be interested in their products or services. Custom Intent allows you to show Display ads to people who have searched for your target keywords recently. Custom Affinity allows you to create a pool of URLs, places, interests, or apps, Google then looks at the commonalities of the things in that pool and creates a profile to serve ads to.    After targeting was in place Avalaunch shifted much of the client’s budget over to display. But after being created, these display ads were not simply splashed anywhere; we honed in on White Glove’s primary target audiences in order to decrease costs per conversion. Avalaunch removed placements that did not convert to make the ad spend as efficiently as possible. Our teams also built smart display campaigns, which helped us utilize Google’s advanced machine learning to drive maximum conversions.

01OKR Framework

02Individualized marketing plans

03Team strategy and collaboration, including roundtables

04Constant experimentation and testing; finding and leveraging wins

Screenshot of a campaign chart.

The Results

When comparing June–December of 2019 to the previous year, our teams had successfully achieved White Glove’s goal of reducing costs per conversion well below $100. After implementing our PPC strategy, White Glove Moving’s cost per conversion was reduced to $68.11 — a 39.5% decrease — and conversions spiked by 167.2%. This was made possible because of the low costs of Display ads compared to Search ads. The average cpc in the account before Avalaunch launched Display campaigns was $6.36. After launching the new campaigns CPCs dropped to $1.27 a decrease in costs of 79.96% per click. Our client was delighted that we didn’t merely help them to achieve their goal; we hit it out of the park and significantly surpassed their expectations.

Avalaunch Media has extensive experience in providing digital marketing services to moving companies. If you’re looking for a moving company marketing agency and would like a free consultation on how we can help grow your business, please reach out to us by phone or email – 877-873-9298.

We Launch Brands, People, and Purpose

Ready to Launch?

Let's make it happen. The next step is simple. Please fill out the form and we'll reach out to schedule a discovery call. Or if you just can't wait to get started, please call us directly at 801-893-9431.

Ready to Launch?

Let's make it happen. The next step is simple. Please fill out the form and we'll reach out to schedule a discovery call. Or if you just can't wait to get started, please call us directly at 801-893-9431.

We Launch Brands, People, and Purpose