Published
March 15, 2020
Category
Marketing / Optimization
client
The Body is not an Apology
Retreats in New Zealand
01. The Challenge & Solution
T The Body Is Not An Apology (TBINAA) is an international movement committed to cultivating global Radical Self Love and Body Empowerment. TBINAA wanted to organize radical self love life lift retreat at beautiful land of New Zealand. SMART Advertisement helped them do exactly that. Back In 2019, TBINAA were using another digital marketing agency, but they were struggling to achieve the results they wanted. As often happens, this other agency seemed to approach TBINAA ambitions as a chore rather than an opportunity. So TBINAA reached out to our team at SMART Advertisement, and asked us to help them get a better return on investment.
“Content builds relationships. Relationships are built on trust. Trust drives revenue.” – Andrew Davis
02. Working Process
We undertook a complete overhaul of TBINAA’s digital marketing campaign, utilizing single keyword ad groups to make sure their ads were relevant to the keywords users were searching for. We wanted their ads to be prominent and well-matched whenever someone typed in ‘retreats in new zealand’ or ‘Self-love’, for example. We also strove to effectively target people who googled longer and vaguer phrases, such as ‘How to find a peaceful retreats to boost confidence?’
We ran a combination of facebook ads and Google ads. The google ads were particularly important, because they’re what help businesses appear at the top of search engine results when someone enters a relevant keyword. People who see these ads are active searchers – they’re already aiming to find something. For TBINAA, we helped grab the attention of people in New Zealand and United States who were actively looking for Radical self-love retreats and other similar events.
03. Perfect Result
We regularly optimised TBINAA Ads account to ensure the ads were only triggered by the search terms most likely to drive conversions. This was achieved by continually adding negative keywords, which helped guarantee that none of the marketing budget would be wasted on irrelevant web traffic.
We also implemented an Alpha Beta (A/B testing) campaign structure to further help with optimisation. This method takes into account the keywords that have actually driven conversions in the past. As a result, TBINAA’s ads were no longer clicked on by people who used keyword-rich but totally irrelevant phrases. The A/B Testing structure helped us refine the quality of traffic we were bringing in, while lowering the cost of each conversion by 70%. In other words, we helped TBINAA get more traffic for their investment.