Once data was gathered at location and keyword level, the second objective was to use this data to drive brand awareness and prospective customers via paid social at a cheaper CPC and CPA than PPC. Facebook, Instagram and Instagram stories were set up to target new customers in areas underperforming for the business or had high CPCs via PPC, as well as remarketing those who had visited the site (from all channels) and not completed the appointment request form.
An overall paid budget was agreed across Paid Social and PPC to maximise the number of conversions at the lowest CPA possible. This combined strategy successfully enabled addmustard to shift spend between the channels based on performance at area level, by monitoring CPCs, CPA and requests on a daily basis as well as feeding in service capacity for each area.
566 vs 400
£54 vs £80