Digital Marketing Strategy for Verdant

Introduction:

This game plan and strategy is geared to help VERDANT launch an effective online marketing campaign that will bring in high quality leads over the next 3 months. To do this, GOOD DESIGN™, business partners and vendors will put together a Paid Search strategy that will target individuals shopping for landscape architecture and construction services. Advertising on Google will give VERDANT the unique opportunity to become a top of mind brand. Given the marketplace and the unique offerings of VERDANT, we are very confident this program strategy will yield a nice ROI.

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Objectives:

Primary:

  • Reaching and connecting with the targeted demographic

  • Secure high quality leads from individuals shopping for a construction company

  • Keep VERDANT top of mind through aggressive remarketing

  • Create highly conversion oriented landing pages

Recommended Channels:

  • Paid Keywords across Google.com

  • ReMarketing/ReTargeting

  • RLSA (remarketing lists for search ads) and Customer Match


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Tactics:

  • Maximize budget by using a precise keyword focus and account structure

  • We will add additional filtering criteria based on household income and net worth, and only show our ads to the audiences we desire.

  • Determine through initial research and on-going optimization which of these keywords will pull in qualified traffic at a volume that makes them sustainable.

  • Maintain 100% share of voice for brand.

  • Utilize various keyword matching options; modified broad, exact, phrase, and negative.

  • Keyword List: Initial keyword list will be adjusted (+/-) as performance data is accumulated


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Creative Strategy

Copy/Landing Pages:

The competitiveness of the market will require strong landing pages and ad copy. To help give VERDANT an edge we will implement the following:

  • Three sets of ad copy for each of the keyword buckets

  • Ads will be specific to the audience segment; DKI ads will be tested with fixed ads.

  • Conversion focused landing pages

  • Ad extensions: call outs, sitelinks and call extensions

  • Optimization of ads will occur on a bi-weekly basis

Bid Optimization

  • By tracking & optimizing keyword level performance metrics, we will be able to refine campaign performance and execute a high level of campaign efficiency in relation to campaign objectives.


About Conversion Rate Optimization

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