AAA Club Alliance (ACA)

The client, AAA Club Alliance (ACA), needed 2,000 member signups within 6 weeks in an already saturated market. They had branded campaigns already running, which meant we needed to focus on non-branded keywords. We had to change the geographic targeting to people who were only in the target area and not expressing interest (due to ACA’s unique IP validation). This created unique circumstances that tasked us with finding hidden opportunities

We tested multiple bidding strategies and adapted as needed based on rapid shifts in budget and performance.

2. Using custom-built code by our partners, we re-tuned budgets to stay on top of a rapidly shifting campaign. By focusing on conversion efficiency and altering budgets near-daily, we were able to double down on what was working.

3. Using proprietary software, we evaluated over 600,000 different keywords to identify the top 10,000 most likely to perform, including thousands of hyperlocal searches down to the city level.

4. Aggressive use of responsive search ads to provide multivariate testing of ad messages in all campaigns; we tested every creative option available to us, and built a continual feedback loop to test what worked by refining copy, creative, and keywords and adding in new assets. We used our tried-and-true process to fine-tune copy, taking successful copy and mirroring that tone and voice for new campaigns.

5. We used several targeting methods: We created hyper-targeted campaigns running with state names, etc., in the ad copy for more personalization to those regions. Aimed at targeting those "interested in" the locations we are advertising to, since Google was showing a lot of activity with movement during the holiday season — not just for travel, but in moving to the suburbs (aka pandemic behavior). For retargeting, we used the client’s extensive mailing lists for retargeting through display ads

6. We leveraged over 300 pieces of client-provided media in a variety of formats to get ad campaigns running within 48 hours of kickoff.

7. After initial testing and reviewing results, we convinced the client to simplify their landing pages and remove geo-fencing constraints to make for a cleaner UX and improve conversions.

Results 3,661 New Members (183% of goal)

$101.22 Cost Per Acquisition (15.6% Cost Reduction)

$2.72 Avg. Cost Per Click (6.8% Improvement)