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Using AI to Maximize Retargeting ROI

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Increase In Conversions
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Decrease In Cost Per Conversion

A Tale of Two Funnels...

Every home services provider that runs retargeting ads on Google does the same two things: Target potential new customers who have not yet converted with one campaign, and target people who have converted but never hired said company with another campaign. And all of them do so by focusing on behavior – which is undoubtedly curicial to understand in order to find success online. However, those who attain an even greater level of online viability do so by not only focusing on audience behavior, but also by prioritizing their brand’s messaging. Radiant Plumbing, Heating & Air Conditioning was (and still is) a shining example of the latter of those two home services providers. Here’s how 1SEO helped them get to be that way…

The Challenge

People freeze when it’s time to take the last step in a buying process. After all, there’s a reason the customer journey is typically illustrated with a funnel! More often than not, especially when it comes to service-based businesses who advertise online, people abandon brands for one of two reasons:

  1. The company’s messaging stopped resonating (and they’re about to hire someone else).
  2. They hired someone else.

 

To mitigate the risk of the former, more preventable of these two scenarios, the 1SEO paid search team understood that there was only one approach they needed to take: automate wherever possible.

The Solution

We knew our creatives were good – but we had a library of headlines, descriptions, and images that we needed to A/B test. By identifying the best, highest possible conversion potential-possessing combination among them, we would ensure Radiant Plumbing sent the signals it needed to in order to acquire more customers. Naturally, then, our first priority was to switch from static image ads to responsive display ads. Then, we added some depth to our pool of prospective customers by including Google’s in-market audiences in our targeting strategy, which provided Radiant Plumbing the opportunity to be in front of local people as they actively researched services similar to theirs.

The Results

Essentially, our team automated everything that they could in the Google retargeting campaigns they built for Radiant Plumbing, Heating & Air Conditioning.

Why?

Because Google’s AI can test faster, target better, and bid more aggressively than people can.

By leveraging Google’s machine learning capabilities, 1SEO far exceeded every expectation set at the outset of this campaign.

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1SEO & Radiant Plumbing, Heating & Air Conditioning:

Maximizing Performance Together.

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