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Advertising Case Study: Yello Dumpster

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Advertising Case Study: Yello Dumpster

Yello Dumpster is a roll off dumpster rental company based in Grand Rapids, Michigan. Once Deksia took over Yello’s branding, it was determined that Yello could greatly benefit from a strong digital advertising presence. Deksia saw the greatest opportunity for growth by building a Google Adwords account. The Yello Dumpster AdWords account was audited at the end of April 2016, leading to the decision to rework the account. Brand recognition and engagement were at the forefront of the initiatives put in place, as well as reducing unnecessary spending and overall quality of campaign performance.

Determinations were made at the end of April 2016 that Yello Dumpster’s AdWords account could benefit from campaign restructuring & optimization.

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We began the reconstructing by conducting an internal audit of the AdWords account. What we found was a large number of keywords fighting for traffic, missed opportunity for negative keywords, and low quality scores. The first step involved removing underperforming keywords that were hurting the account and adding a long list of negative keywords to improve traffic. In addition to pausing keywords, Deksia was able to test multiple strategies aimed at improving the account’s performance.

After revisiting our goals for the account, we consolidated our advertising campaigns and took a new approach to our targeting.

The changes proposed as a test were as follows:

  • Turn 5 individual campaigns into 2 (1 Search and 1 Display)
  • Remove targeting restriction and broaden both search and display campaigns to include Dorr and Grand Rapids
  • Reconstruct the ad groups tailored to high performing keywords
  • Eliminate all costly keywords and consolidate performing keywords into highly targeted ad groups
  • Reformat keyword search type to broad match modifier only (Exact match CPC was too high)
  • Completely re-write all ad copy to better align with the landing pages

The proposal was approved, and the changes went live in June of 2016.

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