Customer Acquisition & SEM Agency In Atlanta, GA
 
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How We Helped a Home Services Startup Compete Against Established Corporations -- And Turn a Profit

Home is where the heart is, right? It’s also where millions of ad dollars are spent by tons of big home service companies, all competing for the same attention. So what’s our client, a determined home services startup, to do? They have to advertise online to drum up new projects, but the margin for error is microscopic.

Foster Ideas knew we had to hit the nail on the head with every strategic execution so the client’s business could grow in spite of competition with huge budgets. That meant starting with Google AdWords. A search engine that would generate the most sales leads, combined with a budget that wouldn’t break the bank and we were off and running.

Next came the perfect supplemental sources for sales leads. Lead generation was boosted by more than 20% thanks to targeted display campaigns and Gmail ads. And it was all aided by a remarketing strategy that captured value from users that didn’t make the jump to sales leads after a visit to the client’s site.

We had our base. Profit margins were looking good. So we let the budget relax a little until we could finally eliminate all the constraints and let sales flow with the seasonality of the business. Before we knew it, we were capturing all possible sales leads.

Using Think With Google’s profit-driven marketing methodology, we could optimize the advertising efforts for total profit. If the budget went up, we were sure the increase in sales warranted it. Ultimately, we were able to grow the client’s monthly ad spend budget from $0 to $100,000 and monthly revenue grew to more than $200,000. We generated consistent sales leads year-round and helped a startup face off against the big boys.

“I’ve worked with Foster Ideas for years now, and throughout that time they and Google have been critically important to the growth of my company,” said our client. “You won't find a marketing firm, particularly in the area of managing paid search campaigns, which is more meticulous, comprehensive in methodology or dedicated to delivering the best possible services to their clients.” Now that’s what we call success.


 
 
Real Estate Case Study.jpg

How We Grew The Profits of a Real Estate Corporation Using Conversion Rate Optimization

Marketing pioneer John Wanamaker was quoted as saying, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” That’s an extremely scary problem to have, especially for smaller businesses with razor thin profit margins. And in today’s digital age, the choices of when, where, and how to market can mean the difference between success and bankruptcy. The uncertainty of not knowing where to go from here was the case with a real estate corporation (which we’ll call REC) Foster Ideas had the opportunity to work with.

REC is a real estate business serving customers face-to-face and over the phone. They were utilizing paid advertising on Google to the fullest, but competition for online ad space drove the price up and REC wasn’t able to measure the profitability of their campaigns. As any small business CEO will tell you, making decisions without all the info is a bad spot to be in.

Foster Ideas came in set on raising overall profitability of REC’s advertising campaigns by increasing sales and/or decreasing ad spend cost. With profit as our key performance indicator, we developed a method to combine revenue data from the CRM with cost data from Google and Bing.

Next, we needed to increase revenue by generating more sales leads without spending more. Foster Ideas assisted with their site redesign, implemented and optimized lead generation from a design standpoint, and used data from a Google Analytics A/B test to select a design. The new site increased lead generation by 21.8%.

We were off to a great start, but we still wanted to reduce cost. Through an annual profitability report for search engine marketing campaigns, we discovered ones that were not performing to our standards and eliminated them. This step increased annual profitability of AdWords campaigns by 6.3%.

The company’s CEO was thrilled with the certainty that Foster Ideas was able to give his marketing efforts, saying: 

“Andrew has consistently grown our traffic in a cost effective manner...some via search optimization, some via website redesign to improve our conversion rate, among others. He is smart team player committed to excellence and a pleasure to work with.”

Once again, Foster Ideas’ methods and expertise were able to acquire relevant data, create strategies based off the findings and ultimately drive profits that would make John Wanamaker proud.


 
 
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A Restaurant Chain's Record Breaking Weekend: Higher Profits and Happy Clients

Businesses know that they have to utilize digital marketing to survive, but there’s absolutely no margin for error when it comes to investing in the right partner or services. Even when the audience is there, a lot of businesses aren’t quite sure how best to reach them while still growing their customer base. That was the case with a restaurant chain (which we’ll refer to as RC) selling tickets to a major holiday event held across 13 locations in one weekend. 
 
They had a loyal following. They wanted new customers. Previously, RC mixed traditional and digital media but didn’t know what was working where. So how do they decide where to spend their ad dollars, expand the audience at each event and grow the profit margin for every ticket sold? With so much riding on just a few days of sales, worry was starting to set in.

As always, Foster Ideas had a plan. With our goals in front of us, we matched customer demographics with ad channel demographics, then prioritized channels and allocated the budget. Highly engaging ads were created and optimized to drive ticket purchases. Of course, we wanted to be able to back up performance with facts, so a tracking system was set up to determine the most profitable channels. Just like that, we had benchmarks for future events and could accurately show how their budget was being put to good use.
 
We also created custom audiences using Facebook and Google Analytics to entice loyal customers to invite friends and expand our reach. Plus, targeted ads based on proximity to restaurants and time of day helped boost conversion rates.

The result was staggering, with the event boasting the highest attendance ever and a profit margin of 249% per ticket. 

And as much as we love seeing the numbers that back up our methods, we also love hearing how our work impacts our clients and eases their minds. In this case, they said: 

“Andrew was the lead on a national campaign that involved Google re-marketing and a number of social platforms. Andrew educated us on best practices, fully implemented the multi channel campaign and hit every deadline. The turnaround was impressive and much appreciated. Andrew was a pleasure to work with and we'll continue to work with Foster Ideas in the future.”

Higher profits and happy clients. It’s like music to our ears.


 
 
Transportation Case Study.jpg

How We Built a Successful Demand Generation Funnel for a New Transportation Marketplace

Sure, a straight path from Point A to Point B is the shortest route, but advertising doesn’t always work that way. Profit-driven marketing is full of twists and turns that you have to adjust to, which was the case for our transportation-based client introducing a brand new business model to the marketplace.

Instead of one product or service being sold to one consumer, Foster Ideas had to figure out how to connect two sets of customers in a symbiotic relationship that created added value for everyone involved. The producers had a need. The consumer provided a service. And we needed to decide who to advertise to first.

As the marketing lead, our solution to this “chicken and the egg” scenario was critical. No matter what, the cost to acquire a new customer (CAC) should be less than the lifetime value of the customer (CLV), so we set out to make that a reality with these steps:

  • Implemented an outbound lead generation campaign for customers first
  • Generated sales leads on the producer side through Google AdWords campaigns and custom landing pages
  • Moved the client from Excel spreadsheets to Infusionsoft, a CRM that let us better track sales leads and set up nurturing campaigns
  • Created a sales process involving Google AdWords generating the leads, an Inside Sales Specialist making sure each lead was a good fit and a salesperson to close the deal
    • One shining example of how Foster Ideas goes above and beyond for their clients: Andrew actually manned the phones and served as the Sales Specialist until one could be hired!
  • If leads didn’t qualify, they were individually filtered into long-term nurturing campaigns, followed up on with messaging that fit their needs and offered incentives for referrals so every ounce of value was squeezed from the client’s ad dollars

Our thinking was that the client had a consumption-driven platform, so the consumers had to be there to draw producers in. Once we had them both, we could build sales leads and use monthly reporting to resolve opt-out issues with data that never lied. 

Like every project we take on, Foster Ideas proved that creating a strategic road-map will lead you to profit-driven marketing that’s filled with value at every turn.