Case Study:
Turning a narrow target into a broad opportunity
The teams at Oregonian Media Group collaborate with regional businesses to help them scale their work and reach target audiences here in the Pacific Northwest.
This monthly case study proudly shares how we helped Zerorez of Portland, a local residential and professional carpet cleaning provider, achieve more website traffic and bookings.
65%
OF ALL SITE USERS, DELIVERED FROM OUR CAMPAIGN
65%
INCREASE IN SEARCH ENGINE MARKETING CONVERSIONS
“The team at Oregonian Media Group is superb. They’ve helped build our base dramatically. They’ve increased our web traffic (and ultimately our booked jobs) primarily through a strategic, high quality SEM campaign. I recommend!”
FINN SCHADE
Owner
Zerorez of Portland
A MULTI-CHANNEL APPROACH WORKS
Why do certain advertising channels work together?
Finding the right balance of advertising across multiple channels supports the customer cycle.
We scaled Zerorez of Portland’s story in a way that ensured they were known, seen and found.
Be Known
Put simply, customers need to know you exist and be exposed to your work. They are likely being made aware of other providers and your competitors. Regardless of whether they are or not, it’s critical that you be known.
Be Seen
Customers need to see you engaging positively with your customers and communities. You want to be seen when consumers decide to buy (based on myriad triggers), as they explore and evaluate cleaning services and your competitors.
Be Found
When the cycle of consideration elements merge and consumers seek out a purchase experience or transaction on a website, you most definitely want to be found.
HOW WE DID IT
We implemented two distinct display strategies.
1) Performance Display/Extended Reach, which created significant exposure, resulting in over 5,400 sessions.
2) Outcome Based Buying (OBB), which focused on increasing engagement further down the purchase cycle.
Both strategies, seen and found, resulted in increased time on Zerorez’s website (5:27) and a strong conversion rate (1.07%).
Paid social speaks to a customer’s consideration in addition to awareness. Social ads are unique because they allow for direct engagement with the promotion, as well as the website.
Our paid social tactics for Zerorez of Portland increased time on site and conversions. We refreshed creative along the way with messaging, optimizing toward greater user engagement.
Our ongoing Search Engine Marketing (SEM) efforts are optimized each month. Since June 2022, when we began our work with Zerorez of Portland, we saw SEM campaign from another vendor, we saw SEM traffic increase 1,113% with 65% of website visitors coming from our campaign at-large. Our conversion rate was 4.54%, 70% higher than Zerorez’s previous year and 7% above national industry benchmarks.
