Boosting Search Revenue with Hyper-Local Strategies
Stanley Steemer is a leading US carpet and floor cleaning brand with independently owned and operated franchise locations. Paid search was a key contributor to Steemer’s sales in recent years, and Steemer sought to up-level their search program to better meet the needs of their franchise owners, reduce the cost per scheduled job, and increase the total volume of jobs. Specifically, Steemer wanted a 10% increase in total jobs in Q1 2019.
Supporting Steemer’s complexity―over 110 individual franchise owners and 35 branches, each with location-specific targeting and messaging needs―would be the most challenging part. With an increase in smaller, less expensive local competitors, each media dollar would also need to work harder than ever to continue generating jobs and revenue. Last, but certainly not least, Steemer needed a plan that would impact Q1 2019 performance, fast.
Steemer partnered with Rise to develop a three-part strategy to grow the overall volume of jobs driven by search, decrease cost per job, and hit the ground running to have an immediate impact, all while better aligning the search program to franchise owner business outcomes:
- Implement a granular account structure for better budget control to improve ROI
- Develop hyper-local targeting and messaging for a more relevant customer experience and improved conversion rate
- Create a measurement framework to better align search investments to business outcomes
Rise built a technology-supported measurement framework within Connex to 1.) integrate additional offline data to understand the true ROI of a search keyword, 2.) make better, faster optimization decisions at the franchise and branch levels, and 3.) provide reporting and insights by individual franchise to better meet their needs. By using a sophisticated technology stack, we were able to execute and manage this complex campaign within Steemer’s budget.
Within the first 3 months of managing Stanley Steemer’s search program, Rise blew past the goal of increasing jobs by 10%. By aggressively expanding the volume of keywords and ad groups, many branches and franchises were able to increase their search budgets to take advantage of the successful performance.