Driving Environmental Advocacy Through Site Retargeting

The Challenge

The Alaska Wilderness League partnered with Canopy to support their high-profile April 2022 Climate Forests advocacy initiative. A primary campaign objective was to retarget approximately 2,000 highly engaged website visitors who had been served ads from The Washington Post encouraging them to visit a dedicated Earth Day petition: https:// www.climate-forests.org/earth-day-petition

The first step was to add a site retargeting pixel to the Earth Day petition. This allowed us to collect user audience data from The Washington Post’s April client Forest Campaign. This data was then used to retarget landing page visitors with a followup display site retargeting campaign in May.

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Alaska Wilderness League

Alaska Wilderness League collaborated with Canopy to help implement their campaign to raise awareness of public land preservation.

Because of the campaign’s proximity to the 2020 presidential elections, Canopy had to prepare tailored campaigns for both potential outcomes. Targeting accuracy was critical to the campaign’s success, so Canopy implemented demographic targeting in conjunction with Geofencing and Site Retargeting Optimization. The campaign’s sizable geographic reach included Anchorage, Fairbanks, Juneau, Palmer and Willow.

“Canopy helped us deliver a highly impressive 0.17% CTR by combining advanced Geofencing and Programmatic display in what was a very challenging campaign. The results speak for themselves.”
Andy Moderow, State Director, Alaska Wilderness League

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Swedish Solutions:

BMW Audience Retargeting Campaign

Challenge: Improved Conversions

Campaign Flight: May to June, 2022

Solution: Audience Retargeting Campaign

Result: Highest CTR to date + increased lead generation: Call and Click measurement

Canopy implemented a campaign audience targeting campaign in order to stem a decline in calls and clicks and to generate new leads for Swedish Solution.

Campaign Audience Retargeting identifies and engages prospects that have already viewed a campaign. The retargeting audience segment comes from a previous campaign where prospects have been served an impression.

Canopy’s end goal was to reach the users that had not originally converted through a click and/or a call and to encourage them to re-engage and eventually convert.

In May, we began with the implementation of a BMW audience retargeting campaign. It had the highest CTR out of all the other display campaigns and delivered a 0.44% CTR. This metric is especially impactful given that the average campaign CTR had measured 0.25%.

Due to this factor, we launched a June audience retargeting campaign for Audi owners, dealerships, and client lists which resulted in 15 additional unique calls.

Pro Tip: Programmatic display is a highly effective tactic when combined with a comprehensive, omni-channel strategy. 

The BMW campaigns yielded a 0.44% CTR bringing the overall CTR for all campaigns to 0.25% 

The Hammock Shops Village Case Study

The Hammock Shops Village, Coastal Observer and Canopy designed a digital advertising and marketing campaign to support the strategic goal of generating foot traffic and new customer experiences. The campaign’s June 2020 to January 2021 flight integrated Geofencing, Site Retargeting and holiday-specific messaging to drive attributable
conversions while generating a wealth of the brand’s consumer data.

The campaign goals were particularly challenging since the ongoing impact of Covid-19 continued to cause significant concerns with both existing and potential new customers.

“A key objective was to generate consistent foot traffic for The Hammock Shops Village from summer 2020 through January 2021, which was a major campaign challenge due to Covid. Canopy’s campaign strategy resulted in more than 2.5k conversions. The end results were exceptional.”

Trevor Swenson, Marketing Director, Hammock Shops Village

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Get Fish

Agency partnership delivers integrated digital marketing for leading brands

Canopy and Get Fish Slapped partner to deliver 360 degree social media campaigns which combine state of the art behavioral targeting solutions

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Canopy Case Study | Implementing an Omni-Channel Google Ads Campaign To Engage New Prospects During Each Phase of the Buyer’s Journey

Campaign Background:

An Assisted Living community based in Florida was searching for an effective advertising strategy to support their new Independent Living facility.

The operator’s strategy needed to fulfill two dual objectives, each of which had differing requirements:

1. Increasing census by attracting new move-ins
2. Launching an evergreen lead-generation campaign that supported brand awareness for an
existing community located in St. Petersburg, Florida

Campaign Flight:
The campaign duration was two months (observed from 05/26 – 07/31, 2022)

Audience Profile and Core Messaging:

• Seniors with a desire to lessen the burden of home ownership while looking for retirement options
• Seniors looking into retirement options that provide them with a fulfilling lifestyle
• Retired Seniors who want to continue socializing with their peers while finding new interests and activities
• Seniors researching Independent Living options
• Seniors craving a sense of belonging in a community that empower them to get the most out of their life
• Housing oriented messaging that highlighted a welcoming staff, amenities, activities and care
• Independent Living Community oriented messaging

Canopy launched two campaigns with a different main focus and a targeting radius around the senior living community location.

The campaign tactics reached users during every stage of their research and discovery journey by implementing complementary advertising formats including text ads, display ads, and video pre-roll.

First, we launched a performance campaign to raise awareness, focus on new building development and encourage prospects to take actions such as a request for information or to schedule a tour. This campaign format served ads across all Google channels and networks including the Google Search Network, Google Display Network, Google Maps, and YouTube.

Canopy Case Study | Implementing an Omni-Channel Google Ads Campaign To Engage New Prospects During Each Phase of the Buyer’s Journey

Displaying ads across various Google channels in different ad formats enabled us to meet new prospects during different stages of the individual buyer’s journey.

Pro Tip: Display ads are highly effective at increasing prospect awareness and triggering consideration because they are visible across marketing channels including email, search engines, YouTube and more. Search ads complement display ads, and are a cost effective way to drive organic views by capturing high-quality leads and traffic.

Canopy ran a performance max campaign for two months and after the first month we launched a search campaign to focus on the community as a whole. Key messaging highlighted the benefits of life at the community:

Traffic Trend comparing before and after running both campaigns

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Compare and Contrast:
Programmatic Display vs. Google Display

Now that we’ve identified their key similarities let’s move on to their major differences: Programmatic Display utilizes automated bidding to purchase display advertising inventory in realtime and can target display ads to a specific customer type, in a specific context. Ads can be distributed through various solutions including Geofencing, Search/Keyword Contextual Targeting, Category Contextual, Geo-Optimized, Addressable Geofence, Event Targeting, Whitelist Targeting, and OTT/CTV. These tactics can target users through customizable address lists, and mobile device IDs. In addition, they have very few restricted verticals which makes them an ideal solution across industries, geographical locations and demographic profiles. The ad units displayed in comparison to Google Display ads are Native ads, Spaceback ads (also known as Social Display), and CTV/OTV.

Google Display targeting is similar to programmatic display with the exception that targeting might be restricted for some industry verticals. Google Display utilizes the Google Display Network, Video partners, and YouTube to distribute ads. In-stream videos are available for mobile apps and YouTube TV. In contrast to programmatic display, bidding options are different, and campaigns can run on a CPC model (cost per click) and are optimized for conversions in order to deliver an efficient costper- action. Creative sizes and ad formats may also differ from programmatic display. Google Ads have facilitated the ad creation process with their responsive ads and video creation.

Compare and Contrast: Programmatic Display vs. Google Display

Compare and Contrast: Programmatic Display vs. Google Display

canopyadco.com
(704) 396-5525
info@canopyadco.com

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Competitor Targeting With Native Ads

The majority of senior living operators exist within close proximity of at least one, if not more direct competitors. 

Competitor Targeting is a tactic which can be especially effective when a community has announced that it is closing. For obvious reasons, the majority of residents who find themselves in this often-unfortunate situation must now find an immediate replacement for their previous accommodations. Sudden and drastic change is logistically challenging and emotionally trying for most people, but this is especially applicable to caregivers, seniors and their extended families. 

Some of our partners have employed Competitor Targeting to identify potential prospects who have entered their admission offices searching for information. Furthermore, there are various ways to expand on a Competitor Targeting campaign.

As the saying goes, with every challenge comes an opportunity. Competitor Targeting has the potential to provide your audience with educational content they’ll find useful. For example, rather than just serve prospects with ads that prompt them to relocate to a new community, you can deliver informative materials in a native advertising format. A banner ad can be paired with an article or blogpost that provides comprehensive information regarding relocation such as a guide to “What’s Next?” or an article that provides guidance, e.g., “Where to start when you are position of sudden relocation.” 

In Q1 of 2022, Canopy became aware that a senior living operator located near our client’s Demaree Crossing community was going to shutter its doors permanently. This information lead to a campaign designed to reach residents that were imminently going to lose their homes and to provide them with guidance via an SEO optimized blogpost. 

The Competitor Targeting relocation flight took place from February through March. The campaign kicked off with regular static ads to draw prospect attention and to familiarize them with the brand. Within the first seven days we generated 42 clicks. We continuously updated the search and keyword campaign to feature keywords that were tailored to a community closing and added a native ad. Our goal was to provide our audience with a message that felt both welcoming and helpful. To that end, we implemented a Native creative to all campaigns that directed our audience to a helpful blog that guided them through the transition from initial discovery to conversions such as a form fill or phone call. 

The Native ads were very successful in optimizing engagement and resulted in 759 clicks by the campaign’s conclusion, a number which far exceeded our initial estimates.

Canopy’s goal is to ensure we implement strategies that are customized to the specific needs and goals of our partners, and to always avoid taking a cookie cutter approach to programmatic advertising. One of the most effective strategies we implement to achieving our partner objectives is through experimentation. Trying out a new type of creative and research on specific keywords can yield unexpected results. Over time, we have had the opportunity to identify and target multiple communities that were closing and have applied a variety of tactics that incorporate our initial learnings in order to drive engagement and conversion attribution methodologies. 

CASE STUDY
New challenges require new solutions

The Challenge
A new yoga studio which had launched right before the Covid-19 pandemic struck had already found themselves struggling to compete in a highly saturated market. A vibrant social media presence and solid branding wasn’t enough to meet their required enrollment numbers and keep their doors open.

The Solution
Get Fish Slapped and Canopy created a special offer that could only be redeemed by filling out a Social Geofencing enabled Facebook lead form. The form promoted a “first-class free” and unlimited classes for $99 per month. Step 1 was to drive interest by creating a lookalike audience based on website visitors. Step 2 built on our initial audience targeting strategy by creating a six-month look-back audience of competitor studios, gyms and health and wellness stores to extend our target audience to their social circles and further expand our reach.

ABOUT US
We specialize in the most effective solutions to meet your digital marketing needs.

You’ll gain a team of subject matter experts working on your behalf to strategize, serve, and optimize every campaign.

Increase your digital performance.
Contact us today.

info@canopyadco.com
(828) 231-7177

RESULTS
An average $500/month budget now generates:

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Canopy IQ:
Visualizing CRM Data Integration

Canopy IQ: Visualizing CRM Data Integration

“It is a capital mistake to theorize before one has data.”
– Sherlock Holmes

We wholeheartedly agree with Mr. Holmes, which is why we’ve invested so heavily in Datorama, one of the world’s most powerful, AI-driven analytics and campaign management platforms.

Canopy’s focus on implementing a world-class analytics service has paid off in multiple ways. One key payoff is our ability to harmonize third-party CRM data via our Canopy IQ integrated suite of reporting services. Quickly and effectively crunching massive amounts of data has greatly improved our ability to implement genuinely data driven decisions, and this commitment to accuracy is now a core component of all our campaign attribution modeling.

As detailed in Part 1 of this case study, (Canopy IQ: CRM Data Integration) merging third-party qualified lead data with campaign metrics enabled Canopy’s account managers to qualify how many leads our campaigns were driving.Charting a path to success relies on highly accurate datasets that prove the source of leads and conversions from multiple channels. While this may seem like an obvious observation, achieving this goal in the digital advertising space is particularly challenging. Lead conversion is the number one KPI our partners expect us to deliver against. Sherlock Holmes’ observation is more than a hundred years old, but his premise is unchanged:
data rules.

Senior Living operators have increasingly turned to digital advertising over the last decade and this trend is only increasing, but something got lost during this transition. In the rush to adapt to the new digital landscape, results often took a backseat to experimentation. This is understandable. Consumers are fickle and the pressure to move quickly often results in less than stellar operational excellence.

Canopy IQ: Visualizing CRM Data Integration

Canopy’s investment in analytics directly correlates to an internal mandate: understand what creates a response from the target audience and assess the media spend that delivered this response. Achieving this goal means uncovering trends and identifying the insights that optimize strategy and can be applied to long-term business intelligence.

Numbers don’t lie, but data can be messy, especially when it’s integrated from multiple channels, locations, and timeframes. Avoiding messy data visualization requires powerful computing capabilities and the ability to visualize it in a clear and easily digestible manner.

Take the previous third-party CRM qualified lead data table (shown below) as an example. While this table does display crucial data and can be interactively filtered to break it down by source and location, there are some functionality drawbacks. Depending on what segment of data that needs to be viewed, it can be tedious, and time consuming for account managers and key stakeholders to manually interact and filter this kind of table to view qualified leads by source and community.

Another major problem arising from a lack of concise data visualization is the difficulty of comparing a filtered section of the third-party CRM lead table with other sections of the dashboard that display other sources of campaign data.

Canopy IQ: Visualizing CRM Data Integration

The Canopy IQ system was designed to implement clear visualizations with custom measurements so we could display critical conversion/lead metrics. In this case, the client wanted to know how many of Canopy’s reported PPC ad conversions converted into market qualified leads. The qualified lead table could be filtered down to visualize only PPC sources by location and the number of PPC conversions is found in the Google Ads section lower in the dashboard. However, if a client or account manager wanted to view these comparisons to determine how to improve overall conversions, it would be frustrating to navigate up and down the dashboard page in search of a ‘single source of truth’. Canopy IQ’s data management system simplified this previously complex and time-consuming process for all parties.

The visuals displayed above represent a portion of the PPC/Google Ads source section of the Canopy IQ dashboard (note: location and campaign names have been removed for confidentiality purposes).

The first table displays the PPC campaign metrics for the selected locations including the number of conversions by campaign.

Canopy IQ: Visualizing CRM Data Integration

It To give our clients a quick and easily digestible visual of the key metric comparison, we built custom  measurements to create the bar charts shown above. Creating a custom measurement isolates a specific subsection of the third-party CRM data and allows us to visualize it against other defined system measurements. This functionality allows us to implement third-party lead data visuals for every source running ads and gives us a comprehensive, streamlined view of Canopy driven qualified leads.

The ability to integrate third-party CRM data and visualize it based on specific KPIs has resulted in demonstrable positive outcomes. Our clients and account managers now use the time they used to spend trying to decipher campaign trends on actual optimization and future campaign improvement.

This strategy has also improved Canopy’s ability to identify critical data within the campaign dashboard and reduce the chance that a digital ‘bread crumb’ has been overlooked.

A Canopy IQ Case Study
Canopy: 4929 Monroe Road, Charlotte NC 28205 Sole property of Canopy Advertising Corporation, LLC. All rights reserved.

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One of the most impactful ways Canopy IQ serves our clients is through fully integrating their mission critical performance metrics into a single, all-purpose cloud-based reporting dashboard.

Empowering our stakeholders to make smarter, data driven decisions by combining a full suite of key performance indicators into a unified “source of truth” requires that we accurately harmonize tens of thousands of data points and to interactively filter them based on customizable business intelligence and target outcomes. Designing a comprehensive marketing intelligence workflow empowers us to accurately contrast varying metrics through a common demographic over a period of time, which minimizes waste and maximizes opportunity.

Canopy’s investment in Datorama, a state-of-the-art analytics platform has been a key requirement to delivering trustworthy, long-term customer service. Removing assumptions was an initial step in achieving this objective; the second step forward was to ensure we delivered a reliable path to prospect conversion by understanding our core audience.

The above and below graphs are examples of third-party CRM data that have been successfully ingested and integrated with our Canopy IQ system.

Canopy IQ’s framework facilitates the ingestion of all third-party CRM data even if there’s no API available to streamline this process. Canopy can manually ingest other reporting inputs our partners may have within our campaign management systems, and to integrate them with other data sources on file. This process has proven to be extremely valuable because it simplifies what used to be a highly convoluted and time-consuming approach to data extraction and reporting.

Canopy IQ now delivers a remarkably accurate standard of data-driven insights for Senior Living operators that was all too often technically unfeasible and cost prohibitive.

Connecting separate Move in Activities and Deposits with campaign performance metrics has given our counterparts a clear view into exactly how their campaigns are delivering qualified leads and to the specific locations these leads are being driven. Understanding how advertising budgets deliver tangible value gives account managers more leeway in optimizing their lead generating strategies from a weekly, monthly, and quarterly basis.

The graph below displays how Canopy can compare campaign tracking in combination with the third-party CRM data our clients share with us. This unified view provides us with attribution into exactly how omni-channel leads are being driven into specific communities.

The first graph represents the total tracked form fills Canopy recorded against forms that we were able to directly track back to our paid advertising campaigns. As a stand-alone graph this helps give us and our clients clarity into how many forms Canopy campaigns are actually driving and the cost per lead. The second table is an example of third-party CRM data that displays qualified leads, deposits, actual move in activities, and demographic data. As a stand-alone graph this gives us and our clients deeper insights into how many of those form fills are qualified leads and the percentage of those initial prospects that convert.

The Senior Living Industry’s focus on conversions boils down to a primary KPI: increase the number of actual move ins.

Pro Tip: A data-driven mobile strategy is critical to lead generation. More than half of Google’s search traffic originates from mobile devices.

Canopy IQ: CRM Integration and Full Circle Reporting

Comprehensive reporting forms the cornerstone of contextual advertising intelligence. Without context, marketers don’t have an accurate view of their ROI. We set out to simplify reporting by developing a comprehensive solution we call Canopy IQ. One of the key functions of this solution is to integrate third party CRM lead data with campaign metrics so our partners can have a 360-degree view of their campaign performance.

The most effective campaign visualization tools improve an account manager’s ability to make data driven decisions. Differentiating the “signal from the noise” drastically improves the quality and viewability of a campaign manager’s marketing efforts. It also helps us determine where and how each ad dollar is allocated. The following case study
is based on one of Canopy’s Senior Living clients. The client’s campaign manager now has an in-depth view of how their marketing and advertising campaigns are generating traffic so they can see how their tactics drive the number of qualified leads they are receiving per community.

While it is critical to track where a qualified lead is coming from in order to facilitate continuous optimization, we are still missing the final piece of the puzzle. We have visibility into the beginning and the middle of the customer journey, but how do all our digital marketing efforts actually affect a community’s occupancy rates?

The graphic above references a portion of the client’s 24/7 reporting dashboard which we’ve filtered down to reflect a specific community (the community names have been redacted to maintain client confidentiality). In this graph we can see all of the qualified leads which resulted in tours and actual move-ins. We can also compare those data points to monthly occupancy rates. In this case, we can see the occupancy rates for each sub-service of the community which span residential living, assisted living, memory care, skilled nursing, as well as the sum total.

While it is helpful to compare month-to-month qualified leads to occupancy rates on a monthly basis, the pivotal insights come from visualizing occupancy rates over time. By doing this, we can better understand how our campaign strategies, seasonality factors, and lead generation processes impact occupancy on a community basis. These data points greatly improve an Account Manager’s ability to identify stress points within the campaign strategy and to create year-round best practices tailored to each community and their target audiences.

The visual above is a three-month example of the occupancy rate for a specific community. The data can be viewed as a whole or broken down based on specific factors. In this case, all subsections of services offered are graphed, however, we could only view either the total, or one specific subsection at a time. As we continue to collect and integrate data, the level of insights and accuracy will continue to improve. Best practices have proven that it takes at least six months of data to give us an accurate picture of how rates can fluctuate over time.

Canopy IQ has enabled us to give clients as full a view of the customer journey as possible. Being able to demonstrate how campaign metrics are driving traffic, what the driven traffic looks like, and how that traffic contributes to their bottom line is critical in today’s digital marketing industry.

Clients want to see the full effect of their marketing efforts and are consistently looking to identify new opportunities for campaign and lead generation growth. Canopy IQ makes all of this possible through full harmonization of campaign metrics, third party CRM data, and internal reporting.

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Senior Living Occupancy Case Study

MQL = Market Qualified Leads, SQL = Sales Qualified Lead. ^Full Match to PL Based on $3.5k per
month with an avg. stay of 36 months

Canopy: 4929 Monroe Road, Charlotte NC 28205

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Content Strategy and Campaign Performance

There are multiple pathways to increasing prospect engagement throughout the digital buyer’s journey, but one often overlooked tactic is to regularly refresh your creative while ensuring you follow a consistent distribution schedule.

Our campaign research and analysis has validated the premise that a robust digital content plan’s direct impact on campaign performance over time can be measured, assessed, and repeated.

Monthly impression counts and other core engagement metrics tend to fluctuate at a reduced rate when compared with campaigns delivering updated creatives to their target audience. This factor is especially relevant to the Senior Living industry due to its often-lengthy research and consideration phase.

The pace of engagement with prospects over a year or more will improve conversion rates, but the material challenges and costs of maintaining this approach can be overwhelming.

For starters, providers must create credible experiences for casual online visitors as well as tailoring their message to a demographically diverse audience undergoing extremely challenging life experiences. Furthermore,
the need to break through in a crowded marketplace has become even more urgent considering a shifting economic landscape, the lingering effects of Covid-19, summer malaise and the upcoming mid-term elections advertising blitz.

Once a provider’s initial campaign creative is finalized, the next hurdle is to deliver this content through a wide array of platforms including mobile phones, tablets, desktops, and OTT/CTV. Reaching prospects at the right
time is just as important as reaching them in the right places.

Our recommendation is to deliver multiple sizes of your ads via the platforms listed above. However, specific sizes may perform better depending on the ad inventory available. We have also found that 729x90px, 320x50px, and 300x250px creatives typically yield the highest delivery and prospect engagement rates.

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Integrated Digital Marketing Campaign Delivers Measurable Increase in Ad Engagement for A Multi-Franchise Senior Living Operator

A national Senior Living operator partnered with Canopy to support their strategic goal of generating high-quality leads and increased prospect engagement.

• Tactical objectives: increase qualified calls, form fill volume, website visitors and click through rates (CTR)
• Flight of data observation: Oct. 2021-Jan. 2022
• Focus on Memory Care and Assisted Living
• Tactics: Geofencing, Addressable Geofencing, Call Tracking, Display, Search and Social Media
• Optimizations: Google Ads negative keyword list, segmentation of best performing keywords and the addition of a Search and Keyword campaign

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A Senior Living operator we’ll call “MSL” has achieved an ad engagement performance that continues to exceed 2022 industry averages. Typically, we would expect a healthy click through rate of .15%. MSL has enjoyed an average increase of 45% compared to the national average from April 2021 to April 2022.

There are two key factors that positively impact ad engagement for this operator:

• Accurate Targeting – campaigns focus ad spend on pre-qualified prospects and their adult caregivers through Addressable Geofencing tactics. Addressable Geofencing allows MSL to target pre-qualified households similarly
  to direct mail.
• Disciplined Approach to Creative Assets – MSL experiences higher than average ad engagement compared to all other operators because they consistently

For the Senior Living Vertical,
an average CTR% is .15%

This increase to ad engagement, equates to an additional 23,391 website visitors from April 2021 to April 2022.

The operator enjoys a 45% Average
Increase to CTR

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Optimize Online Traffic To Generate Qualified Leads

One of our long-term clients faced three major strategic challenges in Q1 of 2022:

1. Lack of leads
2. Unqualified traffic and spam leads
3. Low website engagement

The client’s goal was to generate leads, but this couldn’t be achieved if we weren’t driving qualified traffic to their website in the first place.

To generate qualified leads and reduce spam traffic, we first needed to reach users that were actively searching for the type of services our client offers while remaining in control of the keywords that were triggering ad views.

We decided to implement 3 key steps to fast-track campaign performance:

Step One: Try a new approach and hit pause on any tactics that were not delivering quantifiable results. We revamped the search campaign and only created and ran Dynamic Ads to determine which search terms
were triggering ad delivery. This data would give us a clear view on what people were searching for and the search terms that matched our ad copy.

Step Two: Use Dynamic Ads’ search terms as a starting point to create a new keyword list.

Step Three: Run a comprehensive competitor analysis for keywords and search terms related to our client’s particular goods and services. If our

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partner couldn’t outspend bigger competitors with larger budgets, how can we help them gain market share?

Optimizations are the Key to Success:

• Forecast and research new keywords and create a new keyword list using phrase match and exact match types
• Stop running Dynamic Ads that underperform
• Ensure your campaign is sending qualified traffic to a featured landing page (measure and then measure again)
• Create a negative keyword list so your ads are not being triggered by users looking for similar options (refine your copy)
• Launch a Google Ads display campaign to boost traffic and awareness

Results:
May vs. Apr

83.38% increase in page views
Average time on page increased 30.27%
115.70% increase in new users
96.44% increase in unique pageviews

All contents are the sole property of Canopy Advertising, LLC. Reproduction requires approval.

In May, 29.84% of the traffic to the campaign landing page came from PPC.

No major changes in traffic were detected in May from the Display campaign. Bounce rates remained high, and we were able to retain just 3% of the traffic coming from the display campaign. However, we observed there was significant engagement from the same 3% of our traffic. We subsequently noticed that users coming from the display
campaign would visit the partner’s sub-pages, which indicates interest and engaement.

Change in Qualified Leads

June 1 – 21

• 1 qualified form fill
• 1 qualified phone call

May

• 1 qualified phone call

April

• 1 qualified phone call

Following are the most popular pages resulting from PPC campaign:

Google/CPC

Google / CPC

Google / CPC

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Conclusion:

There was a noticeable improvement in the quality of traffic which resulted from our PPC campaign. The Google Display campaign achieved measurable traffic and engagement on the partner’s website, and they are generating an increase in qualified leads when compared to Q1.

June’s average time spent on a product and services web page increased 34% since April. Impression share remains under 10% for a promoted tactic and our impression share for an additional services web page increased 4.74%.

In summary, the campaign demonstrated that a set of specific tactics applied in a creative manner which emphasized real-time optimizations, achieved measurable growth without having to outspend the competition.

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Multiple Website Domain Consolidation

Summary
Consolidating multiple website domains into a single domain is sometimes requested by our clients. When this takes place, we partner with Zgraph, a company which has significant experience fulfilling this service.

In our experience, domain consolidation triggers include company rebranding or mergers and acquisition which can result in the existence of websites and/or domain names which are no longer relevant.

Challenges
Domain consolidation can pose significant SEO challenges due to lost website traffic and other factors, so we approach this process as it relates to effective organizational marketing strategy.

One potential upside of a website domain
consolidation can result in SEO benefits due to funneling inbound links and domain authority, as well as consolidating promotional efforts for consistent SEO performance

Expectations
In our experience, there will be an initial dip in Organic Search Traffic over the course of 1-3 months. This initial dip is typically followed by an upward correction for several months with an increase in traffic. However, this increase in traffic is generally observed while other optimization practices are taking place and include link building, content optimization and blog/article creation

Outcomes
Consolidation can involve up to ~300 redirects to map all of the original site’s URLs to the new site. We monitor domains for penalties using Google Search Console and may create a baseline ranking report to measure the keyword ranking effect.

Taking a data-driven approach both pre-and post-consolidation helps manage our client’s expectations and facilitates objective reporting

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CANOPY GIVES BACK

At Canopy, our passion isn’t limited to CTR, actions or even campaign optimization (although we seriously love those things).

What motivates us is lending a hand, whether it’s a charitable organization or non-profit who are making a positive impact in their communities.

That’s why we launched Canopy Gives Back in December 2021. We selected more than a dozen WNC foundations which received 100% free, month-long programmatic display campaigns designed to help them meet critical fundraising goals during a continuing pandemic:

“Digital engagement is an important tool in our efforts to connect individuals experiencing significant barriers to employment with well-paying career opportunities. We appreciate Canopy’s support of our Inclusive Hiring Partners initiative and their efforts to help us reach area job seekers.”

April Brown, Director of Industry Recruitment and Expansion at the Economic Development Coalition for Asheville-Buncombe County

“The holiday season is a critical time to generate awareness and support for those in need. An immigrant or refugee can walk into the 658 Center and be surrounded by an incredible team of ministry staff and skilled volunteers dedicated to aiding them in their journey towards safety and assimilation.”

Eric Bernier, Project 658’s Executive Director

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Contact adam@canopyadco.com to learn more about Canopy Gives Back

Senior Living SEO

Florida’s Westminster Communities serve more than 7k residents in 21 communities. ZGraph and Canopy were tasked with driving more families to connect with their communities and schedule in-person and virtual tours. To support this goal, we developed an ambitious content schedule anchored by best-in-class SEO techniques including customized SEO and keyword search optimization. In the first quarter alone, we saw a 57% increase in organic search traffic.

Link Building
• We combined authority, destination, placement, relevance and key word anchor text

Customized SEO
• Unique content was created for diversified services including IL, AL, Skilled Nursing and Therapy

Linkable Assets
• We incorporated assetbased links to help improve search queries

Content = SEO Currency
• Content was distributed through paid advertising, outreach and communities

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Senior L iving O utper forms KPI G oals using Programmat ic Display

Overview:
A Senior Living Management Company with over 30 communities was looking to increase awareness among the Senior Living Industry using programmatic display. They enlisted the help of Canopy to precisely target individuals interested in Long-Term Care, Assisted Living and Independent Living with the goal of increasing form fills each month.

Solutions:
Canopy developed a detailed strategy consisting of Addressable Geofencing and Geofencing competitors near the communities. Within the first couple of months, Canopy optimized the campaigns by:

• Increasing Bid Caps
• Adjusting Inventory – Day-parting from 24 hours a day to 5am to 10pm allowing for ads to be served only during those hours
• Adjusting Operating systems, for example: only serving ads on iPhones with IOS updates 6 and up
• Removing low-performing fences

Results:
By using Programmatic display, Canopy was able to increase :

• Forms Fill Submissions by 13% in one month
• Website Traffic by 27% in the following three months
• New Contacts by over 300% in one year

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