Google Ads Analysis

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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