One Gym’s 1700+ Click Gains with Digital Advertising
Our client’s gym ran a Calls & Visits campaign with messaging revolving around a new “Free 30 Day Pass” for their facility. The creative, ad copy and goals were based on this campaign message, and the goal was to drive people to redeem their free pass, leading to future recurring revenue from paid memberships.
The client’s objective was to drive people to the landing page with the ultimate goal of having them fill out the contact form to redeem the free fitness pass code.
The client set their click-through rate goal at 0.10%. This means that of the people who see the ads, 0.10% would click through to the landing page.
The digital advertising fulfillment process for the client involved five main tactics to help drive in-store visits to the establishment:
Using Google Adwords with programmatic bidding ensured that the client’s ad was exposed to a highly targeted audience of people who have indicated purchase intent by searching for local keywords related to the business. Programmatic bidding ensured that the budget was spent in the most effective way possible.
Programmatic bidding ensured that the client’s campaign budget was spent in the most effective way possible. This combined with selected targeting methods ensured great results for the business.
The client selected three standard targeting methods for their display campaigns to drive consumers to redeem the free pass:
1. Search Retargeting:
The search retargeting method reaches more consumers, more often and more effectively with industry-leading keyword-level search retargeting technology. This allowed the client to target consumers with display ads based on the searches they made across the internet.
2. Keyword & Category Contextual Targeting:
Keyword contextual targeting is a method that engages new consumers by displaying ads that resonate with the content they’re engaged with online. Contextual targeting looks at the category and keywords of the pages the consumer is browsing and serves them highly-relevant ads. By serving the client’s ads to people researching workouts and fitness centers, the digital advertising team was sure that the ads they served were relevant to the consumers, and conversion was more likely.
3. Geo-Fencing and Conversion Zones:
Geo-fencing is advanced location-based mobile advertising technology that allows businesses to serve ads to customers who have a proven interest in the product/services based on their store visits in the real world. By setting up virtual “conversion zones” around physical locations, like competitor’s businesses, the digital advertising team targeting consumers who visit that location and served relevant ads for the business on their mobile device. When that same consumer then entered the geo-fenced business, the conversion zone recognized the consumer and attributed that conversion to the geo-fenced campaign.
The client chose various competitor locations they wished to turn into conversion zones, so that when consumers visited competitor gyms, they would start receiving ads for the client’s free membership pass. By serving ads this was, we knew that the consumers receiving their ads were already interested in maintaining a fit and active lifestyle.
The recipe for success for Facebook advertising is to reach a highly targeted audience the optimal number of times within a certain time period. EccaNova’s digital advertising team ensured this with advanced, award-winning Facebook advertising technology that goes above and beyond best practices. With Facebook ad campaigns, we can guarantee reach and frequency of ads served to a laser-focused audience.
All these tactics worked together in harmony to drive real-world results from the digital advertising efforts, with proven results delivered in monthly reports.
In two months, the client gained over 282,000 impressions from the multi-channel campaigns run by EccaNova’s Digital Advertising team.
Here’s the kind of buzz that the campaign delivered for the client:
The goal for the campaign was to drive people to redeem the free 30 day pass. With 101 unique form fills to redeem the pass, it’s clear that this campaign was a huge success. Each unique form fill represents a brand new customer for the client, and new revenue for the facility.
Another interest for the business owner is the engagements, clicks, calls and store visit numbers. A big bonus to look for on top of generating new business, is having people talking about the business, engaged in their social presence, and generally recognizing their brand and signing up for their services.
With each new customer adding new revenue for the client, here’s the big money numbers for the overall campaign:
With each new conversion valued at $150 (the dollar value of a new customer for the gym), the campaign generated $11,880 of new revenue. Calculate that against their $2,400 investment, and that brings you a whopping 415% ROI.
Let’s do a quick breakdown of the campaign results across the various advertising channels:
The display network ads were run with geo-fencing technology, so when consumers were inside the designated geographical areas, they were served the client’s ad on their mobile device. With 16 geo-fenced locations, the CTR and engagement on the ads varied per location, but the results were still impressive.
The value of a click on geo-fenced ads is huge, as the consumer engaging with the ad has a proven interest in the business’s service. The click-through rates on the ads that appeared when a consumer was within a competitor’s grasp is well above the industry average for general display ads.
Facebook is the largest social media channel with the most engaged monthly audience. Ads for local business served on Facebook can greatly improve brand awareness of the business, as well as generate new clients.
Here’s what the client’s Facebook ad campaign gained in two months:
With the Facebook ad CTR well above industry average, and the CPC well below the industry standard, it’s clear that the Facebook side of the campaign was a huge success. Plus, the 68 ad engagements show that people were not just reading and clicking the ad, but also publicly reacting, sharing with their friends and generally increasing consumer engagement and brand awareness for the client.
The results across all campaign channels demonstrates the huge benefit digital advertising had for the client.