Case
Studies
One Stop
Hurricane Shutters
Google Search Campaign

Introduction

One Stop Hurricane Shutters approached IDX.Marketing to help them reach their target audience and increase brand awareness.
One Stop Hurricane Shutters is a business that provides high-quality hurricane protection services in Central Florida, such as hurricane shutters, impact windows, and doors.
Goals
The goals of the One Stop Hurricane Shutters digital marketing campaign are as follows:
a) Goal 1: Get 20 leads ($250 Cost Per Lead) to fill out the form for more information.
b) Goal 2: Garnish 280 clicks to Landing Page (this will determine interest from users).
c) Goal 3: Generate an average Time Spent on Site of 30 seconds or more (this will increase brand awareness for users).
Target Audience
The target audience for this campaign is homeowners in the Orlando surrounding area. Essentially, their customers can be categorized into four main categories: New FL Homeowners, Existing FL Homeowners (without shutters), Existing FL Homeowners (with shutters – upgrades/repairs), and Vacation Homeowners
Channels
The channels that are being used to reach the target audience are:
Instagram • 
Facebook • 
SEO • 
  • Instagram
  • Facebook
  • SEO
Metrics
The metrics that are being used to measure the success of the campaign are as follows:
  • Average Click-Through-Rate (CTR): 2.41%
  • Average Cost-Per-Click (CPC): $6.40
  • Average Conversion Rate (CVR): 6.64%
  • The average value of a sale is between $4000 and $7000.
Budget
The budget for this campaign is $5,000 Ad Spend ($155/day).
Timeline
The campaign is set to run from July 1, 2021, to July 31, 2021.
Channels
The client has never run a digital marketing campaign before.
Campaign Execution
IDX.Marketing conducted a Google Search campaign to reach One Stop Hurricane Shutters’ target audience. The campaign targeted users in the Orlando surrounding area who were searching for hurricane protection services. The campaign’s ad copy emphasized the high-quality services provided by One Stop Hurricane Shutters and the need for hurricane protection in the area.
Results
The results of the campaign are as follows:
  • Cost: $4.43K
  • Impressions: 6.5K
  • Clicks: 560.0
  • Avg. CPC: $7.91
  • CTR: 8.6%
  • Leads: 17.0
  • CPL: $260.70
The budget for this campaign is $5,000 Ad Spend ($155/day).
The average value of a sale is between $4000 and $7000.
The potential earnings of the 17 leads generated is between $68,000 and $119,000.
Despite running for only one month, the campaign was successful in reaching its target audience and increasing brand awareness. The performance of the campaign was great, with a close CPL of $261 and a CTR of just under 9%, better than anticipated. Although the lead goal was not met, the campaign’s success can be highlighted by the potential earnings of the 17 leads generated, which range from $68,000 to $119,000, considering the average value of a sale is between $4000 and $7000.
Going forward, IDX.Marketing plans to add the U.S. Virgin Islands to the targeting and adjust bids for users over the age of 40 and in the top 25% of their income brackets.
In conclusion, the One Stop Hurricane Shutters Google Search campaign executed by IDX.Marketing was a success in increasing brand awareness and reaching the target audience of homeowners in the Orlando area. Despite being the client’s first digital marketing campaign, the campaign achieved impressive results, with a CTR of 8.6% and a close CPL of $261. While the lead goal was not fully met, the campaign’s potential earnings from the 17 leads generated range from $68,000 to $119,000, demonstrating the campaign’s effectiveness in generating high-quality leads. Going forward, IDX.Marketing plans to expand the campaign’s reach to the U.S. Virgin Islands and adjust bids for specific demographics while improving the landing page to increase the keyword quality score. Overall, the One Stop Hurricane Shutters campaign serves as a great example of how targeted digital marketing strategies can deliver excellent results for businesses seeking to increase brand awareness and generate high-quality leads.

We offer digital marketing strategies for:

SEO Budgeting

Each project is different. Some websites need constant maintenance and optimization, while others require minimal attention. This means that the price of SEO services is calculated based on the time and research required to obtain quality finishes. The SEO budget depends on the size of the website, the degree of optimization and the scale of optimization that a website, blog or e-commerce requires.

The level of optimization of a website considers the amount of research, technical analysis, keywords, link building and maintenance on and off the site.

For their part, web stores need more optimization than personal blogs to maximize traffic and conversion rate, so they need more comprehensive packages.

Finally, the optimization scale implies the geographic reach of the website, as it implies different tactics depending on the strategy.

Consider applying SEO to your website and making it the heart of your digital marketing strategy. Contact us to discuss how to multiply the income of your company.

Off-Site SEO

External SEO is concerned with improving the ranking of a site on search engine results pages through promotional techniques such as:
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  • Marketing in social networks and brand promotions. These actions involve strategy and tactics in social media, both in organic and paid actions to give boost, visibility, credibility and traffic to the website, blog and e-commerce.

On-site SEO

On-site SEO involves optimizing the content of the website, blog and e-commerce at a structural level to make it more trackable and friendly for users and search engines. Includes optimization of title tags, internal links and URLs.

Some On-site SEO actions are:
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  • Use synonyms and keywords that would be relevant to search items. When Google presents search results, it also looks for synonyms for the main keyword and other accompanying keywords.
  • Use internal and external links. Internal links connect the content of one web page to another on the same website. On the other hand, external links connect the content of your website with another website, enriching the content and adding value to searches.

Keyword Research

Keyword research is about locating the most searched words and phrases by users. This means that it is essential to tag the content of your site so that search engines can easily locate them.

The keywords used should target frequently used search words and phrases that are relevant to your content and add value to searches. The more keywords that are used and the more relevant they are to users, the easier it will be to find your website, blog or e-commerce. Also, if your website has a higher reputation, it will also be more relevant and better positioned.

Also, it should be taken into account that the position of the keyword in the URL affects its ranking and that the length of the keyword also influences the web positioning. Shorter URLs are easier to find and obviously rank higher.

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Technical Analysis SEO technical analysis involves an in-depth review of the technical elements to improve so that Google and other search engines can index and crawl your website, blog or e-commerce.

The most common trouble spots are:
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  • Optimize your site so it can be easily viewed from mobile devices, tablets, and desktops. Let us remember that we are in times of “mobile first”.
  • Fix broken links and make 404 errors friendly. Broken links can significantly hurt your SEO ranking because users and Google will have a hard time reaching your site and cause a drastic decrease in web traffic and sales.
  • Verify if you have an SSL certificate and a site with HTTPS encryption, which implies the protection of your data and those of your users from malicious programs and trackers on the Internet. It is an excellent ranking signal as it guarantees a secure connection with Google and reduces the abandonment rate.
  • Optimize page loading speed. This is essential, since if your sites take a long time to load, not only will you have a bad ranking in the Google list, but your users will quickly leave the site and you will lose potential sales.

Preliminary research

Preliminary SEO research focuses on finding out what’s on your website. This checklist is the content you have and discover the best way to select relevant bookmarks to optimize your website, blog or e-commerce. It includes the topics of your content, the types of media present, and benchmarking, that is, researching sites with similar content.

The goal of SEO is to differentiate yourself from your immediate competition, making your content on your website unique. This means that if your website has valuable content and responds to organic user searches, it will be easier for web crawlers to find.

The research done dives into the website’s specific market and the audience it is trying to reach. This step takes many factors into account and is one of the most expensive considerations in your budget.

Custom Desing

You deserve to have your own custom designs. We’ll create a design that’s uniquely yours, with a brand message that reflects your personality and goals.

Capability Statement

The design of a Capability Statement is a challenge, you need to be concise to summarize all the important information about your company on one page, think of your Capability Statement as if it were your resume.

Brochure

We create the brochure of your company, brand, product or service from scratch specially designed to show your value proposition to the target audience.

Business Card

Make your business card design stand out. We take the time to understand what you need so you can have an impactful card that will make your company stand out.

The Branding Kit

We make sure that our clients have a professional and unique corporate brand that allows them to promote their companies and increase their chances of success.

Logos

We take great care in every detail to make your brand unique! Our logos are handmade and then digitally designed, always thinking about the concept of the brand and target audience.
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