Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Project Farmhouse is an event venue attached to the property Hyatt Union Square New York in Manhattan. The issue was that the event venue was being overlooked in the market and the standalone website the venue had was gaining very little traction after a year. To combat this issue, Cogwheel Marketing ran a targeted Paid Search campaign around people searching for event venues or unique places to hold a corporate meeting in NYC. As an additional back up, we launched a SEO effort to organically optimize for the same type of terms, the goal being to reduce spend on ads eventually as the terms get indexed. The focus period was March-August 2024.
Paid Search KPIs Targeted:
CPC: $1-$2 CTR: 3-5% SOV: n/a (client hard budget cap did not allow for standard 10% share to be targeted) Event Requests: >40
SEO KPIs Targeted at end of 6 months:
Total non-brand keyword rank increased 25%, from 89 to 112
Page 1 non-brand keyword ranking of 7, up from 0
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
Through the implementation of smaller search volume terms there was less competition, but still a sustainable pool of interest. We were able to keep our CPCs down and stretch the limited budget we had. The same for the organic SEO efforts. Lower competitive indexed terms had lower monthly search volume, but enable us to achieve rankings in a shorter period and gain more critical page 1 ranks. Standard SEO tactics used: H tags, meta titles/descriptions, schema, body copy, image optimizations, dupe content elimination, site speed audits.
SEO KPIs achieved:
Page 1 rankings: 9
Total non-brand keywords ranking: 164, +84%
Paid Search KPIs achieved:
CPC: $1.32 CTR: 6.2% Event Requests: 50; 24 online forms + 26 phone calls. This represents a 36% increase in lead volume YoY.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
Leads have not closed as of submission date. But none have been turned down either. They all remain as qualified prospects. Average value per lead cannot be disclosed. But they are inline with expectations.
Entry Title
Project Farmhouse Integrated Campaign
Division
Digital - Search Marketing Strategy