Air Animal Pet Movers

Air Animal

CLIENT

  • Air Animal Pet Movers was created by Dr. Walter Woolf in 1977 after having studied veterinarian medicine and serving as a respected vet at Woolf Animal Hospital since 1961.
  • In 1977 Dr. Woolf recognized that the transportation of animals was direly needed by a practice that understood animals extremely well. He co-ran his veterinarian business along with starting the relocation service of pets simultaneously.
  • Client had retained the services of an online marketing company that was doing SEO and another that was doing PPC.
  • Need SEO was approached in the Fall of 2018 to run both the SEO and PPC campaigns as the Client was seeking better organic results and a higher ROAS (Return On Ad Spend) in their PPC.

PROBLEM

  • IPATA, Pet Air Carrier, Animal Airways, Pet Travel Transport, Delta Airlines, and UPS were the major competitors when we discussed their desire to gain market share from this competition. IPATA was clearly ahead of the field in this industry.
  • The Client, Air Animal did not have a command of what their prior agency was doing and what was being achieved.  Transparency was a big problem.
  • Reporting and data capture for budgeting and planning was absent and needed structure.  The Client wanted to have a better handle on the sources and uses of funds.
  • Client was seeking a better ROI or ROAS (Return On Ad Spend) and quantifying the results.
  • There were many PPC ads that were launched without an understanding of efficiently managing the Google Ads.

SOLUTION

  • Need SEO conducted a comprehensive On boarding process with a detailed interview with the Client’s principal and marketing consultant.
  • Data and information was gathered as to what was the ultimate goals, what had been prior and how they envisioned fixing the past issues.
  • We laid out the blueprint for our analysis, task functions and schedules, and reporting itinerary with a regularly scheduled follow up meeting to detail the tasks at hand and their completions.
  • Competition identification- We reviewed which competitors were leading the market share and how we would position them for branded campaigns as well as reviewing the competition’s keywords, links, and success performance on KPI’s used and respected in the industry.
  • Website Quality Audit was conducted that enabled us to present the metrics data and how our proposed solutions would address the improvements required.
  • Keyword research was run and analyzed relative to the competition and where implementation of those that Client did not use could be incorporated in its on page and off page content for SEO relevance.
  • Development of internal and external links along with press releases and newsletter publications that provided search “juice”.
  • The PPC campaigns were cleaned up to redesign the campaigns, ad groups, and ads.
  • There were ad extensions added that were specific to the targeted audiences that the Client wanted.
  • Quantifying the conversions with Call Tracking and and more comprehensive conversion tracking was employed.
  • Understanding the cost benefit of what was measured to determine an ideal conversion was instituted.

RESULTS

  • Averaged 40 Calls a month
  • CPA (Cost Per Aquisition) down from $2.68 to $0.72  %
  • CTR (Click Thru Rate) Averaging 7.57%  Industry average is: .98%  A 677% differential
  • Raised monthly conversions up 700 fold

Data Chart: