Overview: Zeno Gym is a US-based home gym brand. More specifically, they sell their own line of home gym products, the most prominent being the Zeno Bench, an all-in-one, portable, lightweight workout bench. Despite being a relatively new face in the fitness industry, Zeno Gym has made a name for themselves, receiving praise from both Men’s Health and Men’s Journal.
Our Approach
When we first started with Zeno, our priority was to raise brand awareness in a hungry market. As so many people were affected by the pandemic, search volume for home workout equipment was high. Since we wanted to raise brand awareness, our idea was to not move all-in on maximizing conversions, but rather get our ads to the top ranking of search results. By targeting both competitive and long-tail keywords, we were able to cover a large majority of search terms to ensure potential customers would see our ads.
Implementation
After Zeno’s sales picked up, we transitioned to a full marketing management role. Using data from our initial campaign, we switched our sights to maximizing conversions and reducing CPA (cost-per-acquisition). We began developing different types of campaigns on Google Ads, primarily Video and Shopping. Our Video campaigns consist of skippable, pre-roll ads on YouTube, targeting an audience we built using our initial campaign. These proved to be very effective, as they were being shown to consumers in the market for home workout equipment. Our Shopping campaigns were the most effective, as potential customers could see what the Zeno Bench looks like. Most home workout equipment is large, usually taking up an entire room. By visually seeing the product, potential customers could see Zeno’s differentiating factor; the portability and small form factor.
Summary of Results
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Enterprise DNA
Overview: Enterprise DNA is an education platform founded in 2016 specializing in Power BI, a business analytics software. While the software may seem daunting, Enterprise DNA offers both free and paid extensive training and courses, from beginner to expert. Through their platform, they aim to help businesses optimize, organize, and manage their data efficiently and effectively. From there, businesses are taught how to use their data to start initiatives and identify weaknesses.
Our Approach
As Enterprise DNA’s business is more on the niche side, our strategy was to create a more targeted, intent-driven campaign. We implemented an aggressive targeting strategy aimed towards business owners who would find the most value in learning Power BI, as this would likely lead to a higher conversion rate. Additionally, Enterprise DNA had told us beforehand that they wanted to drive down conversion costs, so we knew this was the perfect strategy for their campaign.
From analyzing previous campaigns they had run before we took over, we could see which ads and keywords were bringing in irrelevant traffic and wasting ad spend. We then looked at the most effective ads and keywords with the highest conversion rate and CTR (click-through rate) and doubled down on them.
Summary of Results
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Custom Wood & Vinyl Fencing
Overview: Custom Wood & Vinyl Fencing (CWVF) is a fence company based in Michigan. With over 40 years in the fencing business, CWVF is not short of experience. When they contacted us, CWVF had been working with local customers and businesses, relying on word of mouth and organic searches.
Our Approach
CWVF did not have a very big online presence, so our first step was to give their website a makeover. Our web design team renovated their website to give it a modern look and optimized various aspects of the wiring, improving their Google PageSpeed score by over 50%. Once we had an optimized website to advertise, we began work on the ad campaign.
Implementation
As the fencing business is not as competitive as other industries, we decided to go for the top keywords and improve CWVF’s search rankings. After researching competitors and the top keywords, our strategy was to use just the top ten keywords until we had more data. CWVF saw results immediately, with over 20 conversions during the first month of the campaign and a conversion rate of over 15% on some keywords.
Since the campaign was successful in terms of bringing in customers, the next step towards optimizing the campaign was to lower both CPC (cost-per-click) and the cost per conversion. Our first approach to this was to target geo-based keywords, as these are cheaper to bid on and ensure more interested customers. Our second change was to pause the keywords that weren’t performing as well. While all of the keywords were converting, the top keywords were significantly more profitable, some even having a lower CPC. This allowed us to put more resources into the things that were working, and as a result, CWVF’s search rankings increased dramatically.
Summary of Results
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School of Positive Transformation
Overview: School of Positive Transformation is a business that helps customers reach their full potential through positive psychology. They offer courses and training programs based in scientific research that allow customers to become certified positive psychology practitioners.
Our Approach
SoPT has a very distinct demographic compared to other businesses. By narrowing our sights on tightly targeted traffic, we were able to reduce CPC (cost per click) from irrelevant traffic, thus significantly increase SoPT's ROI from leads.
We also provided a technical analysis of keywords that SoPT was using, handpicking the ones that we knew to be effective. We used this information to start a remarketing campaign, reaching 86% of our target audience.
Before we took over marketing for SoPT, their conversion rate was around 1% with a high cost per conversion of (insert number here). This was a metric we heavily targeted, as it was clear that SoPT's conversion rate did not match the amount of traffic they were receiving.
Summary of Results
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John R. Foley, P.C.
Overview: JRF is a law firm that practices in multiple sectors of law, ranging from business and estates to bankruptcy and divorce. Establishing themselves in 1981, they have been an extremely successful law firm in the Dearborn area of Michigan, growing their clientele and experience over 40 years. Their wide range of experience and practice areas has allowed them to build a comprehensive clientele that have been extremely satisfied with their work.
Our Approach
While they had already established themselves as a premiere law firm in Michigan, JRF came to Bawol PPC in order to further increase their clientele and reach through Google Ads.
Our approach with JRF was to maximize the number of conversions through their ads. As JRF practices many areas of law, we decided it was best to create targeted ads for each practice in order to maximize conversions from users searching for a specific legal need.
Implementation
Targeting specific areas of the law that JRF serves would allow us to establish a funnel for potential clients, as well as sort these clients by interests. Our idea was that this would give us more accurate data on each demographic and increase leads, while greatly reducing CPC (cost-per-click).
We created a three step process for JRF’s Google Ads campaign. Firstly, we wanted to utilize JRF’s wide range of practice by creating ad campaigns based on legal needs. The idea behind this was that we wouldn’t be mixing traffic from people searching for two completely different types of lawyers. Secondly, we wanted to use these separated ad campaigns in order to create more tailored, targeted ads. This would lead to a higher conversion rate overall. The last step was to use these targeted campaigns in conjunction with demographic targeting. This would allow us to target demographics that would fit each legal need, leading to a higher conversion rate and lower CPC.
Summary of Results
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Thurston Law Firm
Overview: Thurston Law Firm is a Chicago-based law firm specializing in bankruptcy. The firm was founded by Christine Thurston, an experienced lawyer with over 10 years in the bankruptcy practice area. One of Christine's unique selling points for her firm is her experience in practicing bankruptcy law from both the debtor and creditor sides. Accordingly, she understands what both sides want and how she can get the maximum for her client. Christine has expanded her law firm in the Chicagoland area, becoming one of the top bankruptcy lawyers in her area.
Our Approach
As the law area can be very competitive in the ad space, especially in major cities, CPC for keywords can get costly. Long-tail keywords can often be an effective tool when your business is competing for ad space. These are essentially longer and more specific keywords that users use when they’re closer to purchasing something, or searching via voice.
Our primary objective for Thurston was to target long-tail keywords for bankruptcy lawyers (e.g. "bankruptcy lawyer near me"), as these keywords have less competitors bidding on them. We were aiming to reduce Thurston’s ad spend by lowering their CPA (cost per acquisition). In addition, long-tail keywords can reduce CPL (cost per lead) and increase conversion rates, as the leads are closer to the point of purchase and the intent is clear.
Summary of Results
As a result, Thurston was able to generate and convert more leads while spending less.
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