Multi Digital Element Campaign Drives Strong ROI
Client
Luxury home construction/remodeling
Background
Family-owned and operated custom home and remodeling company serving mid Missouri since 1976. Adhering to the highest construction standards and quality service, the company's objective is to deliver each project on time, on budget and with no surprises to their clients. The campaign goal was to create raving fans and generate referrals.
Strategy
The solution was a three-month campaign that included IP targeting, keyword targeting, website retargeting, and behavioral targeting to support two spring direct mail drops.
The primary focus of the campaign the first month was promoting a local home show. The last two months the creative was designed around “high-end kitchen remodels”. The names and addresses came from the client’s database. The frequency cap was set at 25x per month.
A separate landing page was created from the main website to track the engagement and capture key metrics for the client to analyze.
Results
“Match back” reporting was implemented on the initial list that was targeted the first half of the campaign. The reporting showed the following: 17 leads generated for the client.
Three Design projects were sold at an average value of $500-$2,500. Three full remodel projects were also sold at an average project value of $20,000-$50,000.
Over 400,000 impressions were served and 518 clicks back to the site which resulted in a very healthy 0.13% CTR. The overall Return on Ad Spend was close to 15.