PBJ Marketing

Background

Renowned for its business school and a leader in entrepreneurship graduate studies, the University of Maryland hired two well-known programmatic marketing agencies to promote its Master’s of Technology Entrepreneurship degree program through a programmatic advertising campaign based on target demographics. Their campaign spent $25,000 over the course of 3 months and generated 21 leads at a Cost Per Lead of $1,190. UMD was told that this was good. Not so sure it was; they engaged PBJ Marketing for a second opinion.

Our Strategy

After an extensive account audit, we were surprised by what we uncovered. Programmatic, while potentially very effective, was over-sold, mismanaged, and became problematic. The biggest culprit in blowing the client’s budget? Improper lead tracking installed and a mobile apps ad campaign resulted in a 98% bounce rate and an average session duration of 5 seconds. Shame! We reported our findings and were given 30 days to prove we could do better.

Right out of the gate, we paused all previous efforts and began building new campaigns from scratch. In just 15 days, we found our assumptions proven correct as PBJ’s digital marketing team spent just $4,999 on Facebook alone, driving 91 leads at a Cost Per Lead of just $54.00.
With one impressed client and a new 12-month contract in hand, we laid out a new plan of attack. While programmatic can be cost-effective and efficient, it’s no off-the-shelf solution. Each client, first, requires a hands-on, grassroots campaign to uncover the ideal target audience and proper marketing channels.
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Our custom strategy, supported by proper research and analytics, focused on running Web Conversion and Lead Generations Campaigns. We isolated each by various well-thought-out targeting methods. In addition, we optimized post conversions by syncing all Facebook leads and website conversions into Active Campaign, a newly implemented email automation and CRM platform much more powerful than the client previously used. This allowed us to back into actual ROI metrics and focus on the best Facebook targeting methods and creativity that drive the most enrolled, paying students at a more efficient CPA.

Background

MATClinics is an outpatient opioid addiction treatment center with eight locations across Maryland, and our partnership aims to increase leads for their existing clinics while generating brand awareness and steady patient appointments for new sites as they are launched. Our primary lead driver for this campaign is 'Phone Calls,' supplemented by some form submissions.

Our Strategy

Lead Generation

In our research, we identified "Suboxone" as the most relevant keyword, given its significance in treating opioid addiction. Subsequently, we identified the following related keywords that delivered cost-effective conversions:
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• “Suboxone treatment”
• “Suboxone near me”
• “Outpatient Suboxone”
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Using historical data, we increased spending on these selected search terms, surpassing competitors in Impression Share and Click Share. Additionally, we employed CallRail to monitor the call quality for each term. To enhance ad relevance, we consistently added irrelevant terms as negative keywords.

Awareness
To bolster brand awareness, we collaborated with the client to develop more compelling ad copy and creatives. These improved materials were deployed through Facebook and Google Display, using radius-based targeting around the client's clinics. We also ran local campaigns on Google Ads to enhance each clinic's Google My Business profile listings, thereby increasing walk-ins and phone calls.‍

By deploying the new creatives through Facebook and Google Display with radius-based targeting around each of the clinics, we were able to increase website users from Direct Traffic by 205% in the first 12 months.

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Background

Dubbed the “astrologers to the stars,” twin sisters Ophira and Tali, aka the AstroTwins, reach millions worldwide through their spot-on predictions. Through their website Astrostyle.com, the twins “bring the stars down to earth” with their unique, lifestyle-based approach and perspective.‍

Despite being one of the largest astrology websites online, Astrostyle saw a healthy, engaged audience but knew they could grow bigger and faster. The brand sought a digital marketing partner who could not only increase its traffic, but provide strategic consultation and brand planning.

Our Strategy

Beginning with intensive keyword research, PBJ marketing's dedicated SEO team began establishing a long-term growth strategy focused on optimizing a plethora of rich existing content while providing strategic recommendations for future content creation targeting high-value keywords and quick wins in search engine page rankings (SERPs).

The work has been hugely successful, with significant monthly increases in traffic to the site. Astrostyle now reaches more than 20 million Page Views and & 15 million monthly visitors each month... and growing!

We started with a deep dive analysis of the website, identifying all the high-value keywords Astrostyle's competitors' sites were using. We then performed a comprehensive User Experience audit to assess current traffic performance. With the two in hand, we helped the Astro team develop a custom SEO strategy that moved existing pages higher up in Google's rankings. In addition, we introduced new and recommended keyword and page rank combos as well as an expansion across other search engines they weren't utilizing.

Over time, PBJ's dedicated SEO consultants collaborated with Astrostyle to guide future content creation. as well as website improvements. PBJ laid out a plan for dedicated new content hubs driven by keyword research and enhancements to website structure and user flow. PBJ implemented SEO best practices such as installing SEO tools, following metadata best practices, making images smaller, and standardizing how content was created.

Background: 

FactoryPure is an e-commerce retailer brand providing home improvement and power equipment tools. They realized their previous agency wasn’t utilizing their budget efficiently and they were losing out on sales. Our focus has been to optimize their top sellers, Generators, which account for more than half of their revenue. While continuing to improve sales of other product types as well.

Our Tactics:

Google Shopping

We gave a major overhaul to their shopping campaign structure. In their older campaigns, products were segmented by profit margin which made it difficult to identify which products are tucked under each campaign. We segmented all their products by Product Type, assigning dedicated daily budget depending on seasonality and demand. This also allowed for better reporting data and more efficient access to products for bid adjustments.

Google Search

Introduced campaigns that bid on high intent keywords such as brand + model # combinations of top sellers such as generators. We also introduced automated campaigns such as Dynamic Search Ads to automatically run ads for Generators depending on the search term.