Cottonseed Oil Tour Case Study
Overview
The Cottonseed Oil Comeback Tour features America’s original vegetable oil on a coast-to-coast tour, bringing cottonseed oil back into fryers and reformulated recipes that call for zero trans and great flavor. Formic collaborated with Harvest PR, a boutique PR and marketing firm with offices in Minneapolis and Portland, Oregon to boost awareness for Cottonseed Oil Tour’s videos.
Objective
Formic’s objective was to create, manage and optimize PPC campaigns for specific Cottonseed Oil Tour videos and generate an increase in visibility and targeted visitors from a 100% awareness based campaign with a small media budget.
Challenge
A limited media budget initially challenged the purely exposure based campaigns.
Strategy
Formic focused on diligent keyword management, finding top performing, inexpensive keywords to focus budget revisions and adjustments around. Formic removed all ineffective, expensive keywords, ad creative, ad groups and campaigns in order to maximize the limited media budget.
Results
By focusing campaigns around top performing, low cost keywords and careful budget management, Formic was able to produce a significant increase in awareness and targeted traffic for Cottonseed Oil Tour and the following PPC results in just two months:
- 34% increase in visits from month 1 to month 2
- 43% increase in click-through rate (CTR) from month 1 to month 2
- 5% decrease in cost-per-click (CPC) from month 1 to month 2
- 19% increase in average PPC positioning from month 1 to month 2
What Do We Do
Formic Media is a search engine marketing (SEM) agency that provides affordable, localized SEM services.
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