Case

Study

One Stop

Hurricane Shutters

Google Search Campaign

One Stop

Hurricane Shutters

Google Search Campaign

Introduction

One Stop Hurricane Shutters approached IDX to help them reach their target audience and increase brand awareness.

One Stop Hurricane Shutters is a business that provides high-quality hurricane protection services in Central Florida, such as hurricane shutters, impact windows, and doors.

Goals

The goals of the One Stop Hurricane Shutters digital marketing campaign are as follows:

  • Goal 1: Get 20 leads ($250 Cost Per Lead) to fill out the form for more information.

  • Goal 2: Garnish 280 clicks to Landing Page (this will determine interest from users).

  • Goal 3: Generate an average Time Spent on Site of 30 seconds or more (this will increase brand awareness for users).

Target Audience

The target audience for this campaign is homeowners in the Orlando surrounding area. Essentially, their customers can be categorized into four main categories: New FL Homeowners, Existing FL Homeowners (without shutters), Existing FL Homeowners (with shutters – upgrades/repairs), and Vacation Homeowners.

Channels

The channels that are being used to reach the target audience are:

  • Instagram

  • Facebook

  • SEO

Metrics

The metrics that are being used to measure the success of the campaign are as follows:

  • Average Click-Through-Rate (CTR): 2.41%

  • Average Cost-Per-Click (CPC): $6.40

  • Average Conversion Rate (CVR): 6.64%

  • The average value of a sale is between $4000 and $7000.

Budget

The budget for this campaign is $5,000 Ad Spend ($155/day).

Timeline

The campaign is set to run from July 1, 2021, to July 31, 2021.

Challenges

The client has never run a digital marketing campaign before.

Campaign Execution

IDX conducted a Google Search campaign to reach One Stop Hurricane Shutters’ target audience. The campaign targeted users in the Orlando surrounding area who were searching for hurricane protection services. The campaign’s ad copy emphasized the high-quality services provided by One Stop Hurricane Shutters and the need for hurricane protection in the area.

Results

The results of the campaign are as follows:

  • Cost: $4.43K

  • Impressions: 6.5K

  • Clicks: 560.0

  • Avg. CPC: $7.91

  • CTR: 8.6%

  • Leads: 17.0

  • CPL: $260.70

The budget for this campaign is $5,000 Ad Spend ($155/day).

The average value of a sale is between $4000 and $7000.

The potential earnings of the 17 leads generated is between $68,000 and $119,000.

Despite running for only one month, the campaign was successful in reaching its target audience and increasing brand awareness. The performance of the campaign was great, with a close CPL of $261 and a CTR of just under 9%, better than anticipated. Although the lead goal was not met, the campaign’s success can be highlighted by the potential earnings of the 17 leads generated, which range from $68,000 to $119,000, considering the average value of a sale is between $4000 and $7000.

Going forward, IDX.Marketing plans to add the U.S. Virgin Islands to the targeting and adjust bids for users over the age of 40 and in the top 25% of their income brackets.

Conclusion

The One Stop Hurricane Shutters Google Search campaign executed by IDX was a success in increasing brand awareness and reaching the target audience of homeowners in the Orlando area. Despite being the client’s first digital marketing campaign, the campaign achieved impressive results, with a CTR of 8.6% and a close CPL of $261. While the lead goal was not fully met, the campaign’s potential earnings from the 17 leads generated range from $68,000 to $119,000, demonstrating the campaign’s effectiveness in generating high-quality leads.

Going forward, IDX plans to expand the campaign’s reach to the U.S. Virgin Islands and adjust bids for specific demographics while improving the landing page to increase the keyword quality score. Overall, the One Stop Hurricane Shutters campaign serves as a great example of how targeted digital marketing strategies can deliver excellent results for businesses seeking to increase brand awareness and generate high-quality leads.

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