The Yolk Media

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Lightning firm case study

More Leads on a Tighter Budget? Case Study On A Lightning Firm.

How can you continue to generate a sufficient amount of leads for your business, while slashing your lead generation budget in half? That was the challenge presented toThe Yolk Media by Wolfers Lighting, a multi-location lighting showroom business based in New England.

The lighting company had been using Google pay-per-click (PPC) advertising for quite a while. It had proven to be one of their best, most reliable sources of new business. Based on new plans, our client chose to reallocate 50% of their Paid Search marketing budget to other initiatives for a period of time. However, it was still crucial for them to keep the leads flowing, even on a smaller budget.

Prior to these changes, Wolfers was previously using a PPC agency that was delivering an average of 26 leads per month. Could TYM take over their campaigns and continue delivering good lead levels… but on a much tighter budget?

Smaller budget. Bigger PPC lead count. Challenge accepted!

The Initial Strategy

The first thing TYM did was to do an extensive analysis of the cost per lead for each keyword and ad. The goal was to identify and halt those components that were using up significant amounts of their ad spend… but was not generating corresponding levels of leads.

Most PPC campaigns have some level of “inefficiency” (go ahead and call it wasted dollars). Eliminating the expensive lead producers is an important optimization step that is needed regularly. After the first 30 days, we were able to weed out the underperforming elements of the PPC campaigns. This reduced the cost per lead from the original $35 all the way down to $13.66 (a drop of 61%) while keeping the number of leads at 21 (81% of what was collected at the full budget total).

Building on Early Success

During the second month, we continued our optimization protocols (weeding out the weak stuff and boosting the stronger performers).

The result? A further 9% drop in the cost per lead, down to $12.37, while the overall lead level remained steady at 21.

Everything was still moving in the right direction!

Taking things to a whole new level

In the third month, we continued our optimization efforts. Plus, we made some adjustments to the ad extensions, including the call extensions. We were confident our client would see a further improvement in the campaigns, but the degree to which the campaigns improved surprised and delighted everyone!

The cost per lead went down again, but this time in dramatic fashion (an additional 56% to $5.49). That was great news all by itself.

But the change in the lead levels was even more dramatic, increasing from 21 to 50 (an explosion of 138%)!

Why the dramatic increase in leads? Two reasons :

1. The call extension area code was changed for one of their locations, better aligning to the location.

2. New ads being tested proved to be even stronger at getting people to respond.

Cost per lead decreased by an additional 56%, while the lead count increased by 138%!

Comparison of the competitors of PPC campaign

Going Strong The Next Month Too

Our team knows that PPC results are notoriously up and down. From day to day and even month to month, things can spike and drop… even as the overall trending becomes clear over time.

Could the fourth month sustain the results from the previous month?

After continuing ongoing optimization efforts, we saw confirmation that they were indeed on the right track. The fourth month saw a further reduction in the cost per lead (down another 13% to $4.79). Plus, the lead levels remained relatively elevated (at 43) despite hitting the summer search traffic slowdown in June.

Overall Results After 3 months

The original hope of the client was to reduce their monthly ad spend by 50% while maintaining a sufficient lead level. The results were far better than hoped:

  1. Monthly ad spend was reduced by 74%.
  2. Monthly lead levels increased by 65% (from 26 to 43), despite a massively reduced budget.
  3. Cost per lead was slashed by 86% (from $35 to $5).

It should be noted that not all of TYM’s PPC campaigns see this type of dramatic and consistent improvement. It is more typical to have some good months, some great months, and some mediocre months.

That said, we’re proud to let our readers know that the total lead levels for ALL PPC accounts for the first half of 2021 have increased by 60.5%, while the cost per lead has dropped 52.3%.

 

Case Study On Restaurant

Case Study on The Fat boy

HELPING                DELIVER BETTER PIZZA

AT THE LOCAL LEVEL

374% increase in revenue

426% increase in orders

With only a 188% increase in cost-per-order throughout the growth period

There once was a time when “food delivery” was specific to just Chinese or pizza. That time has long passed. These days, consumers can order any food for delivery. And with services like Zomato and Swiggy entering the fray, the competition is fierce. Even well-established brands, like Pizza Hut and Dominos, are struggling to stay top of mind when customers are considering their meal-time options.

There are hardly any pizza lovers in Alwarpet who are unaware of The Fat Boy- the famous pizza restaurant. So brand awareness was not really a problem for them, because people already knew them as one of the best restaurants serving delicious pizza. We have personally verified this. 😉 “Consideration” is precisely why the local pizza chain wanted a digital marketing service- To help their restaurant outwit and outlast, the competition, all while driving direct response to cover the cost of advertising – and then some.

In 2020, the marketing work we did with The Fat Boy, Chennai helped to keep them in the consideration pool while driving transactions and revenue at the most efficient ROAS (return on ad spend) possible. The numbers speak for themselves:

HOW WE DELIVERED THESE NUMBERS

While the numbers speak for themselves, the behind-the-scenes work required to achieve this kind of growth across various co-ops locations is the real star. This is especially relevant when working with a national brand that has different challenges unique to each market – all within an industry where trends and behaviours change in an instant. Adaptability is the name of the game.

Our approach to tackling these challenges is three-pronged: (1) Understand each market’s unique situation, audiences and opportunities, (2) Let the data do the talking, and (3) Execute media buys in-house to save on markups costs and remain in charge of the data. Because our team of media buyers sits within the 4 walls, we’re able to provide results from a digital media mix that is ever-changing and ever-improving.

Our advertising mix in any given market likely includes:

We customize this mix for every market – here just a few of the factors considered when determining the right mix:

  • Challenges unique to the market, such as high competition, declining ticket averages, projected comp hurdles
  • The potential reach/volume of online users in The Fat Boy’s trade areas
  • The cost to advertise in a specific market, and the trend of that cost throughout the calendar year (where & when can we invest money most efficiently)
  • Ongoing performance insights – we constantly shift ad spend to the most efficient media based on the data

UNBELIEVABLE TARGETING – WE FIND THE AUDIENCES READY TO CONVERT

The only way to run successful ad campaigns is to test your campaigns, research your marketplace, and make changes frequently, but only when necessary to improve.

We’ve also targeted ads at people who frequented other pizza delivery and quick service restaurants through an evolving conquesting campaign; we’ve developed lookalike audiences across all franchise locations to expand the reach and implemented geofencing strategies that serve ads aligned with delivery areas specific to franchise locations.

And not to forget core remarketing strategies that display ads to audiences that have visited or engaged with The Fat Boy’s online, on mobile and on social media.

In short, we’ve married the art with the science of hyper-local marketing. By differentiating our strategies based on the data in front of us, we have successfully driven hyper-local results throughout The Fat Boy’s system.

And we’re just getting started.

Plastic Surgeon Case study

How a leading plastic surgeon improved organic conversions by 55.9%

71% increase in site visits (YoY)

201% increase in referral visits (MoM)

40% Increase in clicks from Google My Business (MoM)

43% increase in Google My Business directions requests and phone calls (MoM)

Company Overview:

Established by Dr Mrinalini Sharma, this premier plastic surgery clinic has been providing a vast number of cosmetic and plastic surgery treatments in Delhi NCR. Plastic Surgery is quite different from other medical fields as the final outcomes depend on the doctor’s understanding of your ultimate goals from a specific plastic or cosmetic surgery treatment.

Problem:

Always a competitive market, plastic surgery in New Delhi has become even more so with the deferral of elective surgeries during the 2020 global pandemic. To remain competitive—to consistently generate organic digital leads— Dr Sharma of Aestiva needed to perform a thorough audit and optimization of its website and Google My Business listing. With a lot of high-value content designed to drive leads for high-value plastic surgery services, Dr Sharma needed a digital agency capable of aligning all site content with SEO best practices to maximize traffic and conversions.

Solutions:

On-page and technical SEO updates.

After completing a thorough, deep-dive SEO audit of all site content and digital channels, The Yolk Media made the following changes:

  • Identified and manually removed non-www URLs to eliminate crawl waste and reduce excessive redirects.
  • Cleaned up XML sitemap by removing thousands of pages not meant to be indexed by search engines. Optimized canonical tags for indexable pages and resolved a missing subfolder.
  • Built an internal content linking scheme to help users and search engines discover relevant content.
  • Performed mobile optimization to address mobile usability errors and ensure all site pages were mobile-friendly for search engines and users.
  • Improved page load speeds by serving optimizing images, limiting redirects, and deferring JavaScript parsing.
  • Wrote custom page titles for all core landing pages and new blog topics to improve individual page rankings and CTR.
  • Wrote custom meta descriptions for all relevant pages (84% of pages were missing meta descriptions) and added alt text to all images.

Location Pages and Google My Business Optimization:

Because so much of its business comes from the local market, Dr Sharma’s Aestiva needed a local search strategy. The Yolk Media team put together a comprehensive local search strategy, one built on optimized location pages with unique content, local publications and websites to reach out to for backlinks, and optimizations for the surgery centre’s Google My Business listing.

Outcomes:

To call Dr Sharma’s Aestiva engagement with The Yolk Media a complete overhaul is an understatement. While the surgery centre’s site had plenty of rich content, there was a tremendous opportunity for SEO optimizations that would improve organic rankings significantly.

Over the course of twelve months, and as a result of The Yolk Media’s search optimization plan, Dr Sharma’s Aestiva has seen tremendous results. Year over year, their site has enjoyed a 62% increase in website visits. What’s more, this traffic is converting into leads (form fills, requests for information, and appointments), to the tune of a

55.9% increase in conversions YoY. More recently, the surgery centre’s site has seen a 40% increase in clicks from Google, as well as a 201% increase in organic referral visits—both month over month.

Locally, Dr Sharma is now tapping into the local plastic surgery market, in some cases displacing competitors on search engine results pages (SERPs). The surgery centre’s Google My Business listing, for example, has seen a 9.5% increase in site visits, as well as a 68% increase in directions requests. People in Delhi who are looking for plastic surgery are coming across Dr Sharma’s Aestiva when they start exploring their options on Google.

The Yolk Media A TOP RANKED PERFORMANCE AGENCY

The Yolk Media, A Top Ranking Performance Agency, According To DesignRush

The Yolk Media has been recognized among the 30 best Digital Marketing Agencies In India in 2021 by DesignRush Marketplace.

DesignRush is a reliable online guide to finding the best professional companies and agencies categorized according to vertical and area of expertise.

After evaluating and analyzing The Yolk Media’s performance with some of the most prominent brands in India, the online platform gave The Yolk Media a spot among the most reputable agencies in India.

The Yolk Media Is A Digital Marketing And Media Agency By Managers From Amazon And Google With Global Capabilities Across Marketing, Branding And Web Design And Development. We Create Digital Experiences That Are Human-centered And Future Proof. From The Inception In Mumbai, The Yolk Media Has Come A Long Way With A Geographic Presence In Four Strategic Cities Of India: Mumbai, Chennai NCR, And Bangalore.

DesignRush evaluates thousands of agencies and is committed to helping brands find the best solutions for their needs. The platform has a listing that allows users to search partners based on clients, portfolios, reviews, pricing structure, and testimonials. This recognition to The Yolk Media is one of many that distinguishes the agency and claims its excellence.

DesignRush has also ranked The Yolk Media as a Top SEO Company in India and a Top PPC Company in India.