It’s clear that paid search and social advertising are becoming a core part of every digital strategy. We’re not saying throw all your budget at advertising, but it’s becoming increasingly difficult to reach your marketing goals without paid digital advertising in your mix.
Below we share three Flow case studies from the past year that should get you thinking about your next paid search campaign.
One of our clients, a professional bookkeeping and accounting service, recently ran a campaign to advertise its accounting and tax offerings. We started broadly, using a mix of keywords that advertised the various solutions, including bookkeeping, accounting, financial statements, company registrations and tax returns. Using conversion analysis, we found that the best converting service was the letter of good standing, a legal document that is normally a prerequisite for entering tenders in South Africa. After refocusing the campaign on this specific area of its business, conversions shot through the roof. In the first month of the campaign, 229 phone calls were made from the mobile call extension and 28 enquiries were submitted through the website, as a result of AdWords. From the first month of profits, our client was able to pay for the next six months of advertising.
Flow worked with South Africa’s first customisable shoe website – which allows customers to choose their style, colour and embellishments – to develop an advertising campaign to build its number of Facebook page followers. The results were astonishing – we gained more than 8 000 Facebook likes at less than 24 cents per page. This was achieved by targeting South African women with an “affinity” for shoes and shoe design (apparently, there are many!). With a strong Facebook base (10 000-plus followers), we have now turned our attention to driving conversion out of this base by running Facebook timeline advertising.
One of our clients is a fuel wholesaler and distributor. We have provided public relations and web-development services to the company for a number of years, and recently added paid search to its marketing suite. The organisation’s goal was to be ranked first on Google search results, using a budget of R4 950 per month. The campaign was conversion-focused, directing potential customers to the contact page, and offering direct click-to-call functionality on the AdWords themselves. The result was an average ranking of 1.9 on Google search results for its preferred keywords and 33 leads, at a cost per lead of R150, in the competitive fuel-services environment.
These are just three examples of different industries that have used Google AdWords and Facebook advertising to find more customers. What are you waiting for? For more information on our AdWords and social advertising offerings, please contact our business development team at info@flowsa.com or +27 (0)11 440 4841.
