OUR PARTNERSHIP WITH A SOLAR INDUSTRY CLIENT

6-WEEK CAMPAIGN RESULTS FROM SOLAR PARTNERSHIP TARGETING AG

WHAT WE DID

Sharing our knowledge of marketing to farmers, we provided a 6-week campaign to a solar company wanting to benefit from an agency who knew their target market and how they operated online. With goals of educating, branding, and starting the conversation, we launched a small 3-platform digital campaign to 2 counties that contain a heavy farming community. During the short time the campaign ran, we optimized for results twice a week by blacklisting high bounce rate placements, expanding our target, adding audience retargeting data, changing platform strategy, and updating website functionality and flow based on user behavior.

 


HOW IT WORKED

 

Awareness (Impressions)

491,223

Consideration (Traffic, CTR)

2.14% AVG CTR 

2x the standard on FB, 2.5x the standard on Display

Evaluation (Leads)

6.4% Conversion Rate

 


 

 Observations

 

An A/B test of 2 creative assets determined the target market preferred a more aggressive CTA (call-to-action) to a softer approach. 

CTW (click-to-web) or web traffic driven campaigns performed better than lead campaigns allowing us to understand the target market wanted more information before being led to a purchase decision. 

Matching landing page keywords to SEM (Search Engine Marketing) keywords (or use responsive/dynamic builds) improved Google's Quality Score and therefore lowered CPM. 

 

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