Case Studies: Real Solutions Driving Real Results

WebMetro will implement the right solution to achieve your online marketing goals. We are dedicated to the success of our clients. As you consider what WebMetro can do for you, find out what we have done for others.


YouTube TrueView Drives Efficient Conversions
Through TrueView remarketing campaigns, Top Internet Retailer Balsam Hill drove new sales and at a CPA similar to search and lower than traditional display formats.

Challenge:
Specializing in high-quality, realistic, artificial Christmas trees, Balsam Hill Christmas Tree Co. has a small window for maximizing its digital marketing efforts. Always looking to stay ahead of the game, the retailer wanted to re-engage its website visitors that had not made a purchase. 

Solution:
WebMetro worked with Balsam Hill to take the next step in online video. A YouTube TrueView remarketing campaign was launched to drive holiday sales. Multiple ad variations were tested and optimized for maximum conversions.  

Results:
The campaign drove 10x the number of conversions at a cost per conversion 87% lower than the prior year's campaign. A CPA similar to search was achieved. 

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Achieving a 4.3 to 1 Return on Investment through Dynamic Remarketing
The combination of search and display coupled with Dynamic Remarketing provided scale and reach for achieving acquisition and retention goals.

Challenge:
With an initial focus on search, Home Security Store wanted to aggressively expands it efforts. The retailer needed to ensure the channel used would complement its high-performing search campaigns and ads would connect with customers in the right place at the right time. 

Solution:
WebMetro worked with Home Security Store to ensure the retailer's search campaigns performed optimally before branching into display. Once the account was in order, Home Security Store invested in Google Display Network. Dynamic Remarketing campaigns were used to provide the retailer's audience a more relevant experience.  

Results:
After implementing Dynamic Remarketing, Home Security Store saw a 4.3 to 1 return on investment (ROI).This ROI exceeded goals and even peaked to a nearly 5 to 1 ratio.

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Abandoning Google's Method for PPC Optimization Results in 170% Growth in Profitability
Advanced search marketing technology helps provide the insight needed to facilitate profit-based decisions for a top online retailer.

Challenge:
Balsam Hill recognized the need to have transparency at the product level beyond an ROI or CPA-based approach. To measure campaign performance accurately and increase market share profitability, the retailer realized it lacked the search marketing technology to tie revenue to the cost of goods and media expenses.

Solution:
The Christmas tree company abandoned the traditional way of PPC optimization an implemented WebMetro's proprietary technology DSMM Advantage™ to better track the revenue per keyword and the actual profit contribution of each keyword. This allowed Balsam Hill to maximize the contribution of the paid search channel.

Results:
From 2010 to 2011, year over year profit margin during Balsam Hill’s peak season increased 170%.

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AdWords Location Targeting Increases Volume 345% and Decreases CPA 34%
AdWords location targeting was used to enable geographic-targeting capabilities while maintaining control over performance. This case study was featured on Google's official blog in Get Local with AdWords.

Challenge:
With over 400 locations in 25 states, the biggest challenge Uncle Bob’s faced was to ensure its advertising targeted customers who were “in the neighborhood” and would use self-storage service. Uncle Bob's had a very high advertising cost per acquisition and was looking for a better solution.

Solution:
A two-tiered campaign using Google AdWords Location Targeting facilitated geographic-based targeting and provided control over performance. The first part of the campaign focused on states, metros, cities, or radius targets. The second part was a national effort where geo-modified keywords were used. 

Results:
Reservations increased 361%. This led to a move-in volume increase of 345%, while cost per acquisition decreased by 34%.

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Facebook Advertising Increases Revenue 177%
A 2-prong approach to Facebook PPC advertising boosts this B2C advertier's brand awareness and revenue.

Challenge:
A high-end camera equipment provider had a strong presence regionally but had limited brand awareness on a national level. At the same time, the advertiser wanted to increase its sales from the regional concentration. 

Solution:
Leveraging the fact that the advertiser had a social brand, WebMetro created two campaigns in Facebook to increase the advertiser's audience and revenue. The first campaign used interest groups targeting techniques to drive fans and awareness. The second campaign employed geo-targeting techniques and focused on direct response sale techniques.

Results:
Fan Generation Campaign - The advertiser's fan based increased 347% within 3 months.
Revenue Generation Campaign - Revenue from Facebook increased 177% within 2 months. In another 2 months, revenue resulting from Facebook advertising increased another 31%.  

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Buried Treasure Uncovered in Fundamental SEO Best Practices
Properly addressing fundamental issues in SEO provides Uncle Bob's Self Storage major traction in the early stages of a campaign.

Challenge:
After hiring two other online marketing agencies for search engine optimization and seeing no real impact, Uncle Bob's Self Storage lost traction in the online marketplace and was behind the competition in having an online presence.

Solution:
Uncle Bob's Self Storage had tremendous opportunity in SEO for new customer acquisition. Fundamental best practices were implemented properly. Items addressed included site architecture, URL rewrite, navigation optimization, internal linking, elimination of duplicate content, removal of canonical problems, and externalization of excess scripts. Implementing these core areas properly yielded a significant boost in rankings, which led to additional revenue opportunities.

Results:
Approximately 70% of all relevant keyword phrases ranked on the 1st page of Google organic search results. About 15% of all relevant keyword phrases ranked on the 2nd page of Google results. 


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Attributing Revenue to Assisting Keywords Lowers Cost-per-Acquisition and Increases Sales
Using attribution tracking with WebMetro's DSMM AdvantageTM and PPC management, American Management Association (AMA) uncovered the non-branded and long-tail keywords that assisted their search conversions. This combination of technology and having the right bidding strategy led to a significant cost savings and an increase in sales.

Challenge:
American Management Association, a B2B advertiser, knew search marketing played a crucial role in the purchase process. However, it did not have a clear understanding of the role non-branded search keywords played and what effect those keywords had on branded searches and how they lead to sales.

Solution:
Tracking technology was implemented to capture entry search to conversion. Non-branded keywords were grouped or clustered based on a searcher's intent. With the high purchase price of its courses, latency was a consideration that was tracked in addition to assisting keywords. The bidding strategy for AMA's paid search campaign was adjusted according to assist value - focusing on the non-branded clusters providing the most conversions.

Results:
With proper attribution and keyword optimization, cost-per-acquisition decreased more than 25% and sales increased by over 15%.


Read the Full Case Study from MarktingSherpa:
Attributing Conversions to Assisting Keywords Lowers CPA: 5 Steps to Optimize Bids



Content Advertising Drives Online Sales of a Stagnant Product Line
Content advertising helps skincare specialist Murad increase sales 15% while reducing cost per acquisition by 13%. 

Challenge:
Online sales for one of Murad's nine product lines – cellulite treatment – had hit a ceiling. The company needed to increase sales without increasing its acquisition costs.

Solution:
WebMetro helped Murad gain new customers through content advertising. Focus was placed on high impact sites in Google's Display/Content Network that included long-tail niche content sites. 

Results:
Sales for the product line increased 15% while cost per acquisition decreased 13%. 

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