6.4 Ex. 4: Dog Walking Service
Premiere Dog Walking Service is in Phoenix and employs 12 dog walkers. Premiere charges a premium price and demands that people sign up for 3 month commitments after an initial consultation with the owner. They have a great desktop website. Their “conversion” is to get people to complete a form where they talk about their pets and their requirements and then make an appointment to meet with the owner. They want to differentiate themselves from the broader “Angie’s List” and “Rover” type of marketers.
Their objective is to attract new customers looking for premium service and longer term commitment.
Using the CampaignBuilder
- Settings: They will run the ads 24×7 on desktop only to encourage site visitors to fill out the appointment form at their leisure and get the chance to meet the owner. He is happy to take calls from potential clients at any hour/day.
- Markets: They used the zip code: 85253 as the starting point and selected the closest suburbs/cities within 15 miles of their location.
- Keywords: Premiere used 2, 3, and 4 word combinations with broad match modifier (bmm) match type (standard in CampaignBuilder). “+dog +walking” combined with: dedicated, caring, careful, experienced, recommended, mature, expert, prompt.
- Negative Keywords: Eliminate the searchers that aren’t going to be customers. Cheap, fast, convenient, quick, etc.
- Ads: They created two ads; one featuring reputation and the other customer agreements. They feel that this is a very important point to owners looking for service and they would respond well to such words. They also featured “Serving The Phoenix Area” in their ads to accentuate the local nature of the business.