Los Angeles, CA
Digital Marketing Success
Overview
Broadway In Hollywoood hosts top touring Broadway shows at the renowned Pantages Theater in Hollywood. Offering tickets for all budgets, they cater to LA’s diverse population. As Senior Media Strategist with the marketing collective, Anti Agency, Trent aimed to modernize BIH’s marketing, shifting from stale traditional channels to digital success.
Challenge
Broadway in Hollywood faced challenges in optimizing their marketing efforts due to a heavy reliance on traditional channels like Local Radio and Local TV. This approach led to a lack of conversion attribution, hindering accountability for paid media expenditures. As a result, campaigns struggled to reach their full potential, leaving valuable tickets unsold and revenue untapped.
The predominant use of traditional channels restricted real-time optimization and tracking capabilities, resulting in suboptimal campaign performance and inefficient resource allocation. The need for a more dynamic, data-driven approach was evident to enhance campaign effectiveness and drive ticket sales without compromising profitability.
Solution
Recognizing the limitations of traditional channels, the need was clear to bring the BIH paid media strategy into 2024. Leveraging the full spectrum of digital marketing capabilities, a comprehensive approach was implemented aimed at building audiences of qualified users, maximizing ticket sales and revenue while maintaining profitability.
Strategy
Tactics
Budget Range
$1M – $4M / annually
Overview
MTM Watch, facing stagnant campaign performance and outdated structures, underwent a strategic overhaul led by Trent. Restructured campaigns and optimized product feeds enabled automated bidding strategies and dynamic ads across platforms. This transformation not only enhanced efficiency but also positioned MTM Watch for sustained digital growth in the competitive market.
Challenge
MTM Watch, a leading brand in high-performance tactical timepieces, faced significant challenges in their digital marketing efforts due to outdated campaign structures and underperforming advertising channels.
After years of using outdated campaign structures and facing declining performance metrics across their digital marketing channels, MTM Watches needed a strategic overhaul to revitalize their online presence and drive better ROI.
- Complex Campaign Structures: Existing search campaigns were overly complicated and required extensive manual management.
- Decreased Impressions and Conversions: Shopping campaigns were delivering diminishing returns with decreased impressions and conversions.
- Stagnant Display Campaigns: Display campaigns were underperforming and needed a refresh to improve effectiveness.
- Uncompetitive Product Feeds: Product feeds lacked necessary structure and data to compete effectively with similar brands.
- Lack of Automation: Inability to leverage automated bidding strategies due to segmented data and outdated campaign setups.
Solution
A comprehensive restructuring of MTM Watches’ digital marketing campaigns to address these challenges and optimize performance:
- Campaign Restructuring: Implemented streamlined campaign structures conducive to automated bidding strategies, reducing manual effort and enhancing scalability.
- Smart Shopping Integration: Introduced new campaign types like Smart Shopping to leverage Google’s automated bidding capabilities for better performance and efficiency.
- Feed Optimization: Updated product feeds with structured data and schema markup on product pages to enhance competitiveness and improve ad relevance.
- Dynamic Product Ads: Utilized optimized feeds to serve dynamic product ads across Google and meta platforms, ensuring better visibility and performance.
- Performance Tracking: Implemented robust tracking mechanisms to monitor campaign performance across platforms and optimize spend allocation.
Tactics
Budget Range
$20K – $50K / monthly
Overview
The Handy Geeks, a service-based home repair business, relied heavily on Google Ads for lead generation. They retained TN Digital to optimize their search campaigns, which were yielding high costs per lead (CPL) and low conversion rates (CVR).
Following a thorough 50-point audit, Trent restructured their campaigns, focusing on manual control over automatic recommendations and strategic ad group refinement.
Within 30 days of implementation, results were transformative
Challenge
Prior to optimization, The Handy Geeks faced challenges with high costs per lead (CPL), low conversion rates, and a significant portion of inquiries coming from job seekers rather than potential customers.
Challenges Identified:
- High CPL with Low Conversion Rates.
- Low Return On Ad Spend
- Ineffective campaign structure leading to Unqualified Leads.
- Competing against well-funded national companies for SERP real estate with ineffective Ad Assets.
Solution
A comprehensive 50-point Google Ads account audit was conducted to identify critical issues and opportunities for improvement. A road map based on the insights from the audit guided the in-house digital marketer at The Handy Geeks through a strategic account restructure and optimization plan.
Tactics
Budget Range
$1K – $5K / monthly