08.11.24
Swiftbox Portable Storage, a leading provider of mobile storage solutions in the greater Puget Sound Area, had been reaping benefits from Google Ads for two years. However, the
ever-evolving landscape of the storage market, which saw not just a rise in mobile storage competitors but also traditional self-storage, posed significant challenges. Their once
successful advertising strategies began to wane, and by 2023, they faced their most challenging month, garnering only five leads at a staggering cost of $600 per lead.
The Challenge
Swiftbox’s marketing campaigns were heavily centered around the competitor brand, but also generic term “pods”. While consumers often used “pods”, “portable”, and “mobile”
interchangeably when referring to storage solutions, it was
debatable whether these consumers were neutral in terms of
brand preference when specifically using the term “pods”.
The Strategy
Upon an in-depth review by FineView Marketing, it was clear that there was an opportunity to redirect the advertising focus.
Keyword Optimization
Instead of primarily relying on the term “pods”, FineView started targeting other relevant keywords. By integrating keywords like “portable” and “mobile” alongside storage-related terms, the aim was to tap into a larger market segment that was brand neutral.
Targeting Niche Keywords
Another valuable insight was the frequent coupling of the term “rental” with “portable storage”. Recognizing the low competition around these phrases, FineView not only bid on them but also integrated “rental”
The Results
Swiftbox’s journey underscores the pivotal role of continuous monitoring, adaptation, and refinement in digital marketing campaigns. By understanding market dynamics and consumer behavior, FineView Marketing was able to revitalize Swiftbox’s advertising approach, ensuring it not only remained competitive but also achieved superior returns on its advertising investments.
Dramatic Cost Reduction
The cost per conversion witnessed an impressive decline, plummeting from $600 to a mere $106, marking an 82% reduction.
Building upon this momentum, we continued to refine the campaign. Four months post-optimization, the results were even more stellar.
Exponential Growth
Leads soared to 76, marking an astounding 11.7x growth.
Significant Cost Savings
Cost per conversion was further reduced to just $26, a whopping 96% decrease.