A meal subscription service wanted to attract new customers as their market coverage scaled from eight to twenty-plus states. They were handling Paid Search in-house, but were looking for new ways to expand their reach and capitalize on their brand position.
When the Elite SEM team was approached by this brand, Gmail Sponsored Promotions (GSP) was just coming out of a two-year period of beta testing. The team researched the platform in depth, discovering that most users were having the greatest success using GSP in conjunction with conquesting (bidding on competitors’ domain names).
Elite worked with Google to zero in on crucial findings across multiple markets, obtaining a strong competitor list (highly relevant to their customer base), while building enticing ads with specifically targeted and discounted offers.
The team then layered in customer match lists of current and former customers. Within GSP, they were able to either exclude or customize messaging and offers for each audience.
This client saw a dramatic increase in acquisition right away. In fact, the resulting forty-one percent conversion growth has propelled the account into elevated status with GSP. There was also a twenty-five percent increase in revenue, a thirteen percent rise in traffic as measured by clicks to their site, and new visitor growth of more than sixty-eight percent.