
<h3 class="wp-block-heading" id="h-challenge">Challenge</h3>



<p>Mazda North American Operations sought a more effective way to drive high-value on-site actions for their CX-50 line. Their goal was to increase conversion rates while lowering cost per acquisition (CPA), while leveraging the premium storytelling power of streaming TV.</p>



<h3 class="wp-block-heading" id="h-solution">Solution</h3>



<p>As part of an <a href="https://www.winwithoptimal.com/insights/optimal-wins-ad-age-automotive-marketing-award/" target="_blank" rel="noreferrer noopener">award-winning partnership</a> as Mazda’s Search Agency of Record and Digital Agency of Record for the CX-50, Optimal reimagined their streaming TV strategy to better engage potential buyers at key moments in their journey.</p>



<p>Key optimizations included:</p>



<ul class="wp-block-list">
<li>Shifting from CPM to CPA bidding with FreeWheel, allowing Mazda to prioritize conversions over impressions</li>



<li>Leveraging machine learning to target users most likely to take valuable on-site actions</li>



<li>Optimizing frequency and competitive separation to maximize engagement without oversaturation</li>
</ul>



<h3 class="wp-block-heading" id="h-results">Results</h3>



<p>Optimal and FreeWheel’s strategic approach delivered significant performance gains for Mazda’s CX-50 campaign:</p>



<ul class="wp-block-list">
<li>40% increase in conversions on streaming TV inventory</li>



<li>32% lower cost-per-acquisition</li>



<li>46% increase in dealer handoff conversion rate</li>



<li>29% lower cost per dealer handoff, even with increased spend and higher CPMs</li>
</ul>



<h3 class="wp-block-heading" id="h-why-it-matters">Why It Matters</h3>



<p>This case study was featured in FreeWheel’s <em>Beyond Branding</em> report, which highlights how multiscreen TV can drive measurable results across the entire marketing funnel. Mazda’s success demonstrates that streaming TV isn’t just about awareness—it’s a powerful performance driver that moves consumers from consideration to action.</p>



<p>Read the full report: <a href="https://www.freewheel.com/insights/reports/beyond-branding">Beyond Branding: Why Multiscreen TV Is a Full-Funnel Performance Engine</a></p>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"></blockquote>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">
<p>&#8220;Our partnership with Optimal and FreeWheel has been transformative. With Optimal’s strategic guidance and FreeWheel’s CPA bidding capabilities, we’ve seen remarkable improvements in conversion rates and overall campaign ROI, driving measurable success for Mazda.&#8221;<br>— Paula Thompson, VP of Client Strategy, Optimal</p>



<p><a href="https://www.winwithoptimal.com/contact-us/">Contact us today</a> to elevate your streaming TV strategy. </p>
</blockquote>


How Optimal Drove High-Value Conversions for Mazda’s CX-50 Line


<h3 class="wp-block-heading" id="h-challenge"><strong>Challenge</strong> </h3>



<p>When recruiting for clinical trials, it’s important to reach qualified respondents in specific locations quickly in order to expedite opportunities to get life-saving treatments to market. <a href="https://www.volta-medical.com/" target="_blank" rel="noreferrer noopener">Volta Medical</a>, an electrophysiology company whose mission is to aid in the treatment of complex heart rhythm disease, engaged <a href="https://www.finnpartners.com/" target="_blank" rel="noreferrer noopener">Finn Partners</a> for help recruiting patients for its RESTART clinical trial. Faced with the complex challenge of effectively reaching atrial fibrillation (AFIB) patients and caregivers within a 50-mile radius of each of five key trial sites across the country, Finn Partners leveraged the <a href="https://www.winwithoptimal.com/healthcare/">Optimal&#8217;s Health Data</a> to build highly-targeted, HIPAA and NAI-compliant audience segments.</p>



<h3 class="wp-block-heading" id="h-approach"><strong>Approach</strong></h3>



<p>As part of a digital advertising campaign to recruit trial participants, Finn Partners developed separate tailored campaigns for AFIB patients and caregivers. Equipped with detailed insights from 2.5MM+ patients in its permissioned audience panel, Optimal used AI and machine learning to create custom models for each group Finn Partners aimed to reach on behalf of Volta Medical. Optimal’s Heath audiences guided precise targeting strategies to maximize Meta campaign impact, despite platform limitations constraining detailed demographic parameters. Optimal’s verified, opted-in third-party data and proprietary audience-building methodologies helped Finn Partners reach qualified patients and caregivers while prioritizing consumer privacy and protecting against platform changes and cookie deprecation.</p>



<h3 class="wp-block-heading" id="h-results"><strong>Results</strong></h3>



<p><strong>The campaign yielded remarkable success, efficiently reaching AFIB patients and caregivers in the desired locations at a cost-per-click 31% lower than health industry average, with a clickthrough rate 51% higher than health industry average</strong>*. Engagements on paid social posts from relevant accounts indicated the accuracy of audience targeting and content, with almost no media waste or bot comments slowing down the process of filling Volta Medical’s trials. Equipped with the best possible data from Optimal&#8217;s Health Data and a highly-targeted media plan aligned with industry best practices, Volta was able to quickly complete clinical trial enrollment with qualified candidates. Speed to enrollment means Volta can more quickly evaluate their technology’s impact in assessment of complex atrial fibrillation.</p>



<p class="has-small-font-size"><em>*Benchmarks from 2023 Wordstream data</em></p>


How Finn Partners and Volta Medical Utilized Optimal’s Health Data to Reduce CPC by 31%


<h2 class="wp-block-heading" id="h-challenge">Challenge</h2>



<p><a href="https://plunge.com/" target="_blank" rel="noreferrer noopener">Plunge</a> was founded in 2020 as a cutting-edge and accessible direct-to-consumer cold plunge wellness solution. After initial success, including an appearance on Shark Tank and mentions from several prominent influencers like Lizzo, Josh Brolin and Aaron Judge, Plunge faced challenges scaling <a href="https://www.winwithoptimal.com/paid-media-agency" target="_blank" rel="noreferrer noopener">paid media</a> performance beyond branded search and high-intent retargeting, while maintaining a profitable cost per new customer acquisition goal. Additionally, Plunge needed to overcome the hurdles of marketing during a recessionary period and an influx of lower-cost competitors in the market.</p>



<h2 class="wp-block-heading" id="h-approach">Approach</h2>



<p>Optimal took an innovative and data-driven approach to tackle Plunge&#8217;s challenges. Together, the teams developed a robust, dynamic, full-funnel paid media plan and social strategy, leveraging AI technology, unique bidding strategies, and real-time optimization. Optimal utilized AI-backed visuals with empathetic messaging to reach new audiences and took advertising platform algorithms to new heights.<br />Optimal&#8217;s innovative approach included using Meta AI to target new audiences based on ad image content, leveraging user-generated content to scale content production, and tapping into the best-performing organic posts and videos. They also challenged the status quo by testing value-based bidding against a custom bidding strategy that capitalized on the brand name &#8220;Plunge&#8221; and its association with the wellness and fitness space.<br />Optimal&#8217;s approach was not limited to paid media alone. They also applied inventive strategies to Plunge&#8217;s paid social campaigns, leveraging Meta AI tools to test audience targeting based on imagery included in ads. This approach resulted in a 4.2x increase in purchase volume from females within the target audience, a customer segment that was lagging previously.</p>



<h2 class="wp-block-heading" id="h-results">Results</h2>



<p>The collaboration between Optimal and Plunge led to exceptional results and demonstrated the power of innovation and creativity in marketing, with a paid acquisition purchase volume increase of a remarkable 972% year-over-year. <mark style="background-color:#ff4d00" class="has-inline-color">The campaign made Plunge a household name and increased brand recognition, resulting in a total sales increase of over 1,000% in just a year, 972% of which can be attributed to paid digital acquisition alone.</mark> <br />The qualitative results were equally impressive: Plunge&#8217;s advertising efforts garnered attention from several publications and maintained its position as a top-ranked brand despite the emergence of lower-cost competitors. Optimal&#8217;s ownership mindset and strategic use of automated tools, combined with human intervention, allowed them to make informed decisions based on Plunge&#8217;s specific circumstances and needs.<br />Through Optimal&#8217;s innovative and data-driven approach, Plunge was able to overcome their challenges, achieve remarkable results, and establish themselves as a leading brand in the cold plunge wellness industry. This success story highlights the importance of combining cutting-edge technology with human expertise to deliver outstanding marketing outcomes.<br /><a href="https://www.winwithoptimal.com/contact-us/" target="_blank" rel="noreferrer noopener">Contact us</a> today to learn about how Optimal can help you win. </p>


How Optimal Increased Paid Digital Acquisition for Plunge by 972%


<p>With a catalog of over 500,000 lighting and home furnishing products, <a href="https://www.bellacor.com/" target="_blank" rel="noreferrer noopener">Bellacor</a>’s design-centric audience relies on Pinterest. Having limited Pinterest reach or engagement, Bellacor looked to us to improve their social media strategy. Optimal leveraged Kenshoo Social, a platform, using automation for the creation, management, and optimization of highly-targeted social marketing campaigns.</p>



<h2 class="wp-block-heading" id="h-challenge">Challenge</h2>



<p>When Bellacor needed help increasing Pinterest reach and engagement, Optimal partnered with Kenshoo to leverage automation tools that would boost revenue and decrease ROAS. With over 500,000 products, the team was struggling to get exposure for Bellacor’s vast assortment on the social platform. Prior to partnering with Kenshoo, the normal workflow to get a Pinterest ad live was to manually create and upload individual creative for each product or small group of products, and when those products went out of stock or discontinued, there was no automation in place to ensure those ads were paused, leading to a frustrating experience for shoppers and creating media waste.</p>



<h2 class="wp-block-heading" id="h-approach">Approach</h2>



<h3 class="wp-block-heading" id="h-campaign-buildout-automation">Campaign Buildout Automation</h3>



<p>Kenshoo’s workflow automation tools allowed Optimal to easily copy over existing Google Shopping campaigns into Pinterest, saving hundreds of hours associated with manual creative uploads, and immediately gaining exposure for the majority of Bellacor’s product catalog across Pinterest.</p>



<h3 class="wp-block-heading" id="h-enhanced-reporting">Enhanced Reporting</h3>



<p>Pinterest reporting was limited, making it difficult and time consuming to compare metrics across other marketing channels such as Facebook and Google. By standardizing metrics within Kenshoo, Optimal could easily understand daily performance, allocate budget based on respective performance between each channel, and leverage automation for reporting sends to key stake holders.</p>



<h3 class="wp-block-heading" id="h-bulk-bid-and-budget-optimization">Bulk Bid and Budget Optimization</h3>



<p>Optimal was able to improve bid and budget management workflow within the Kenshoo interface, which allowed the team to improve reactive times to both high and lower performing elements using automation. The improved efficiency led to greater overall ROI, and reduced wasted media spend.</p>



<h2 class="wp-block-heading" id="h-results">Results</h2>



<p>By partnering with Kenshoo, Optimal increased tracked sales within the Pinterest platform by 784%, while seeing the highest Pinterest engagement metrics to date. Performance overall has exceeded Bellacor’s expectations, and the team doubled spend as a result.</p>



<p><a href="https://www.winwithoptimal.com/contact-us/" target="_blank" rel="noreferrer noopener">Contact us</a> to learn more about how you can win with Optimal. </p>



<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="535" src="https://media.winwithoptimal.com/wp-content/uploads/2024/02/Bellacor-Client-Testimonial-1-1024x535.png" alt="client testimonial: pinterest revenue tripled with Optimal" class="wp-image-37317" srcset="https://media.winwithoptimal.com/wp-content/uploads/2024/02/Bellacor-Client-Testimonial-1-1024x535.png 1024w, https://media.winwithoptimal.com/wp-content/uploads/2024/02/Bellacor-Client-Testimonial-1-300x157.png 300w, https://media.winwithoptimal.com/wp-content/uploads/2024/02/Bellacor-Client-Testimonial-1-768x401.png 768w, https://media.winwithoptimal.com/wp-content/uploads/2024/02/Bellacor-Client-Testimonial-1.png 1500w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /></figure>


Using Automation to Increase Pinterest Revenue by 784%


<p><a href="https://www.healthyhearing.com/" target="_blank" rel="noreferrer noopener">Healthy Hearing</a> came to Optimal with the goal of increasing appointments made with hearing clinics and audiologists through Healthy Hearing’s online directory at a lower CPA. Optimal’s expert Lead Generation PPC team helped Healthy Hearing meet and exceed their growth goal.</p>



<h2 class="wp-block-heading" id="h-challenge">Challenge</h2>



<p>With more than 3,500 hearing clinics in over 2,000 different cities, the Healthy Hearing team was struggling to maximize their reach of potential customers across their expansive network. Their existing search advertising campaigns were set up to target searches for individual cities, a complex strategy that required a lot of extra time to manually manage ads. Due to this limitation, Healthy Hearing was only able to run ads in a select few metro areas which left hundreds of their clinics completely unrepresented in their paid search campaigns. With no efficient way to send searchers to a location-specific directory page, Healthy Hearing looked to Optimal to improve their search strategy and expand their reach online.</p>



<h2 class="wp-block-heading" id="h-approach">Approach</h2>



<p>Optimal revamped Healthy Hearing’s digital advertising program with a dynamic search ads strategy, increasing reach and clinic appointments at a lower CPA.</p>



<h3 class="wp-block-heading" id="h-step-1-keyword-research">Step 1: Keyword Research</h3>



<p>To capture as much traffic as possible, Optimal’s first task was to conduct in-depth keyword research and search query analysis to see how people were searching for clinics online. Through their discovery process, Optimal found that queries were falling into two main cohorts: clinic-specific and city-specific searches.</p>



<h3 class="wp-block-heading" id="h-step-2-sitemap-analysis">Step 2: Sitemap Analysis</h3>



<p>To leverage Healthy Hearing’s existing site structure, which included thousands of individual landing pages for clinics and metro areas, Optimal analyzed Healthy Hearing’s well-established sitemap to understand the best way to segment campaigns for different types of search queries. Based on the URL structure, the team was able to separate landing pages into two categories – clinic names and city names – to align to the two main keyword cohorts discovered during their keyword research.</p>



<h3 class="wp-block-heading" id="h-step-3-implementation-of-dynamic-search-ads">Step 3: Implementation of Dynamic Search Ads</h3>



<p>To accommodate searches for both clinics and cities, the Optimal team implemented a dual-targeting strategy. Customers searching for specific clinics were directed to individual clinic landing pages, while customers searching for more general geographic locations were directed to city-based landing pages with multiple clinic options to choose from.</p>



<p>With such a large inventory of Healthy Hearing landing pages, Optimal leveraged Dynamic Search Ads (DSAs) to help maximize search query coverage and use Healthy Hearing’s site structure to its fullest potential. DSAs match a customer’s search query to the most highly relevant landing page based on the landing page URL and landing page content, streamlining targeting and leading to lower CPA. To establish the targeting methodology for the DSA campaigns, Optimal layered geolocation targets on top of Healthy Hearing’s sitemap. This created a page feed which could capture searches for all clinics and metro areas, drastically expanding the reach of Healthy Hearing’s paid search campaigns.</p>



<p>Beyond the ability to dynamically match queries to landing pages, DSAs also dynamically generate an ad headline that closely matches each search query. This feature, combined with the ability to send searchers to highly relevant landing pages, makes DSAs a powerful tool for effective direct response advertising. High ad and landing page relevance ensures higher quality scores, higher click-thru rates, lower cost per click and a more efficient cost per appointment.</p>



<h2 class="wp-block-heading" id="h-results">Results</h2>



<p>Leveraging Dynamic Search Ads, Optimal helped Healthy Hearing achieve the highest appointment-based metrics they had seen to date, at a lower CPA. Appointments made through Healthy Hearing’s online directory increased by 60% over one quarter, with an 11% increase in total traffic quarter over quarter.</p>



<p><a href="https://www.winwithoptimal.com/contact-us/" target="_blank" rel="noreferrer noopener">Conta</a><a href="https://www.winwithoptimal.com/contact-us/">ct us</a> to learn how Optimal can help lower your CPAs. </p>



<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="535" src="https://media.winwithoptimal.com/wp-content/uploads/2024/02/Healthy-Hearing-Client-Testimonial-1024x535.png" alt="client testimonial about lower CPA" class="wp-image-37323" srcset="https://media.winwithoptimal.com/wp-content/uploads/2024/02/Healthy-Hearing-Client-Testimonial-1024x535.png 1024w, https://media.winwithoptimal.com/wp-content/uploads/2024/02/Healthy-Hearing-Client-Testimonial-300x157.png 300w, https://media.winwithoptimal.com/wp-content/uploads/2024/02/Healthy-Hearing-Client-Testimonial-768x401.png 768w, https://media.winwithoptimal.com/wp-content/uploads/2024/02/Healthy-Hearing-Client-Testimonial.png 1500w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /></figure>


How Optimal Helped Healthy Hearing Lower CPA by 60%


<p><a href="https://www.mtllc.com/agency" target="_blank" rel="noreferrer noopener">Marcus Thomas</a>, a marketing communications agency, partnered with Optimal to utilize one of our privacy compliant, DTC audiences on an active Facebook campaign. The objective was to generate leads for the client’s product, which we achieved at a<strong> Cost-Per-Lead (CPL) 68% lower </strong>than the defined goal.</p>



<p>The target audience for this campaign, a small subset of people that treat their condition in a specific way, is often very difficult to find. Despite this, Optimal was able to find the target audience through a relevant, survey based audience, modeled to the smallest size allowable by the NAI Code of Conduct. This waste minimizing approach helped Marcus Thomas to achieve their goals, overcome hurdles, and exceed business KPIs at a significantly lower CPL.</p>



<p><em>Working with Optimal and Optimal data has helped our client find and reach a very niche medical data audience that is often hard to find, due to platforms like Meta limiting sensitive data availability to advertisers. With Optimal’s help, we’ve been able to reach the right audience at the right time and exceed our client’s KPIs.</em><br><em><br>&#8211; Marcus Thomas Media Supervisor</em></p>



<p>At Optimal, we combine the highest quality data and brand-safe inventory to deliver the most effective digital media solutions for consumer health brands and organizations. Fully-permissioned, transparent, and trustworthy, we protect patient privacy while creating the highest quality audiences anywhere. <a href="https://www.winwithoptimal.com/contact-us/" target="_blank" rel="noreferrer noopener">Conta</a><a href="https://www.winwithoptimal.com/contact-us/">ct us</a> to learn about our data and media solutions that can help you lower CPL.</p>


Overcoming Hurdles: How Optimal Helped Marcus Thomas Decrease CPL by 68%


<p>A Fortune 500 Financial Services Firm identified a need to increase brand favorability among key audiences: C-suite executives, opinion leaders, policymakers, employees, and investors. They sought to improve the overall reputation of their brand and associate it with core themes including retirement solutions and environmental, social, and governance (ESG) investing. To achieve their goals, the firm partnered with Optimal&#8217;s <a href="https://www.winwithoptimal.com/public-affairs/" target="_blank" rel="noreferrer noopener">Public Affairs</a> experts to launch a year-long data-driven <a href="https://www.winwithoptimal.com/paid-media-agency" target="_blank" rel="noreferrer noopener">advertising campaign</a> aimed at reaching, engaging, and moving key audiences.</p>



<h2 class="wp-block-heading" id="h-strategy"><strong>Strategy</strong></h2>



<p>Leveraging Optimal’s proprietary and exclusive media, data, and measurement solutions, we identified both the channels and platforms on which we could reach and persuade key audiences while measuring brand lift. We developed a dynamic media plan, optimizing daily across targeted news and social platforms including LinkedIn, The Wall Street Journal, Bloomberg, Axios, The New York Times, and over 50 additional publishers and platforms, with readership that would be interested in exploring ESG topics. All told, we delivered over 160MM targeted advertising exposures across social, display, native, and video formats, including in-stream and CTV.&nbsp;</p>



<p><strong>Precise Audience Development: </strong>Optimal leveraged a mixture of first- and second-party datasets to reach the client’s target audience including employees, investors, shareholders, and policymakers. By relying on our award-winning, proprietary technology platform, <a href="https://campaignsandelections.com/campaigntech/dspoliticals-optimal-leans-into-self-service-with-new-ad-platform/" target="_blank" rel="noreferrer noopener">Deploy</a>, we were able to onboard and activate the client’s first-party data in a secure, privacy-compliant way. Additionally, we harnessed our geofencing technology and data partnerships to reach attendees at key financial events around the world.</p>



<h2 class="wp-block-heading" id="h-impact"><strong>Impact</strong></h2>



<p>To ensure the efficacy of the campaign, Optimal conducted a brand lift study to analyze the impact of the advertising program. Results showed that those exposed to our client’s advertising saw a substantial increase in favorability and increased associations with both ESG and other key messages.&nbsp;</p>



<ul class="wp-block-list">
<li><strong>Awareness: </strong>Individuals exposed to ads said they were “more familiar” with the firm driving a 7% lift in awareness among a target universe of already well-informed individuals</li>



<li><strong>Favorability: </strong>Individuals exposed to advertising were 11% more likely to conduct business with the firm</li>



<li><mark style="background-color:#ff4d00" class="has-inline-color"><strong>Action: </strong>The advertising program contributed to a 73% year-over-year increase in traffic to the client’s website – 90% of advertising-driven website visitors had not previously visited the site before</mark></li>
</ul>



<h2 class="wp-block-heading" id="h-conclusion"><strong>Conclusion</strong></h2>



<p>Optimal’s data-driven advertising campaign increased brand favorability among key audiences and helped associate the client with key themes including retirement and environmental, social, and governance (ESG) investments and solutions.</p>



<p><a href="https://www.winwithoptimal.com/contact-us/" target="_blank" rel="noreferrer noopener">Contact us</a> to learn more about our public affairs capabilities.<br></p>


Transforming Brand Sentiment for a Global Financial Leader


<p>Optimal was one of four DTC, condition-specific audience providers approached by a large pharmaceutical brand’s agency with the request of reaching patients suffering from Multiple Sclerosis for their upcoming clinical trial campaign. The client wanted to reach their audience across Facebook and Instagram, and sought support in identifying and targeting the appropriate audience and model size for their campaign.</p>



<p>Our team of experts first evaluated the client&#8217;s requirements and objectives, and then discussed the appropriate audience sizing given campaign geo-targeting parameters and Multiple Sclerosis incidence. We then pushed the tailored audience model to the client&#8217;s Meta ad account, ensuring efficient and effective activation.</p>



<p>To measure the success of the campaign, our partner tracked how many patients converted from the ad they saw on their newsfeed to the landing page. Conversions were defined as qualified patients signing up to be referred for the trial.</p>



<p>The client&#8217;s clinical trial campaign was, and still is, successful, reaching the desired target audience and generating significant engagement from patients suffering from Multiple Sclerosis. Our audience targeting and activation efforts continue to help our client achieve their desired outcome.</p>



<p>Since launching this campaign in fall of 2022, Optimal has driven the most conversions of all four providers involved in our client’s campaign. In fact, our conversion total is greater than the amount of conversions garnered by the three other agencies combined. Through excellent cooperative service, Optimal has proven ourselves as the only partner able to scale and deliver, helping the client achieve their objectives and gather valuable insights for future campaigns.&nbsp; </p>



<p>In their own words, </p>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">
<p>Optimal and the team are always willing to help with any questions, segments and overall support.</p>
</blockquote>



<p>Contact us to learn about how you can leverage the <a href="https://www.winwithoptimal.com/healthcare/" target="_blank" rel="noreferrer noopener">Optimal Aura Data Cloud</a> to build highly-targeted, HIPAA and NAI-compliant audience segments.</p>


Supporting a Leading Pharmaceutical Brand’s Clinical Trial Campaigns


<p><a href="https://www.swyftfilings.com/" target="_blank" rel="noreferrer noopener">Swyft Fili</a><a href="https://www.swyftfilings.com/">ngs</a> is a Houston-based company that helps entrepreneurs navigate the complexities of business filings, from incorporation documents to registered agent compliance. After years of supporting thousands of business owners, Swyft Filings enlisted Optimal to develop an <a href="https://www.winwithoptimal.com/services/seo/" target="_blank" rel="noreferrer noopener">SEO</a> strategy that would increase their online brand authority in an increasingly crowded landscape.</p>



<h2 class="wp-block-heading" id="h-challenge">Challenge</h2>



<p>In recent years, the online business filings landscape has become increasingly more competitive. Therefore, many of the target keywords that are core for these businesses, such as “LLC filing,” are difficult to rank for in the SERPs. They’re so competitive, in fact, that simply focusing on a single SEO tactic (e.g. robust content) is not enough to set a website apart. For a business in this industry to stake its place online, it must differentiate itself in a sea of similar companies. You can have the best content in the world, but if you’re not seen as a leader in the field, it’s an uphill battle to secure top ranking for these aggressive search terms.</p>



<p>Optimal was challenged with establishing Swyft Filings as a thought leader in a crowded industry, all while anchoring those efforts in SEO best practices that would benefit both their reputation and visibility in the SERPs.</p>



<h2 class="wp-block-heading" id="h-approach">Approach</h2>



<p>The Optimal team knew that for Swyft Filings to stand out in the SERPs, it would be necessary to offer fresh angles and information that no one else in the space was talking about. Going up against well-established companies with global recognition warrants an out-of-the-box approach. The team executed a unique, comprehensive SEO and <a href="https://www.winwithoptimal.com/services/digital-pr/" target="_blank" rel="noreferrer noopener">digital PR</a> strategy: leveraging Swyft Filings’ proprietary business filing data to create robust, pitchable content that would increase both brand awareness and domain authority.</p>



<h3 class="wp-block-heading" id="h-step-1-creating-strong-unique-content-with-proprietary-data">Step 1: Creating Strong, Unique Content with Proprietary Data</h3>



<p>Optimal began by gathering and analyzing proprietary data from Swyft Filings’ database of business filing records. The resulting asset became the <a href="https://www.swyftfilings.com/industry-report-2019" target="_blank" rel="noreferrer noopener">State of Swyft Business Insights Report</a>.<br />Given the large volume of Swyft’s proprietary data, the team had to determine the most interesting and relevant trends to share, highlighting information that isn’t easily accessible elsewhere to tell a unique story. They ultimately landed on business incorporation trends segmented by industry and U.S. state. This information provided a birdseye view of which industries and states were seeing the strongest business growth year-over-year.<br />Once the team had analyzed the business formation trends, they then had to create quality content to thoroughly share the information in a tangible way. Ranking the industries by percentage formation growth made the data more digestible. To provide more context for the trends surfaced in Swyft Filings’ data, the team conducted additional research regarding various occurrences, such as natural disasters or an influx of disruptors, impacting industries at a state and national level. For example, the team was able to tie a large volume of new entertainment businesses in the state of Georgia to an increase of movies being filmed there. They knew that going the extra mile to share this context would help to highlight why reporters should care about the data when it came time to pitch.<br />As the copy was being written for this report, it became clear that it was going to be a very long piece of content. Therefore, the team collaborated with graphic designers to create an aesthetically pleasing, easy-to-follow report that used graphics to break up large blocks of text, as well as jump-to links for easy navigation. Charts summarizing high-level formation data were also designed as a useful asset for the media.</p>



<h3 class="wp-block-heading" id="h-step-2-driving-backlinks-and-online-mentions-with-digital-pr">Step 2: Driving Backlinks and Online Mentions with Digital PR</h3>



<p>This piece of content provided a unique opportunity to cast a wide net for pitching. Optimal always strives to ensure that every pitch that goes out is relevant and useful to the reporter or blogger receiving it. To do this, the team created a wide variety of media lists and custom pitches for all of the 18 industries included in the State of Swyft report, and also for nearly every U.S. state. Optimal aimed to make sure that pitching this content would result in the biggest bang for the client’s buck.</p>



<h4 class="wp-block-heading" id="h-approaching-pr-through-an-seo-lens">Approaching PR Through an SEO Lens</h4>



<p>When building our media lists, the team was highly cognizant of targeting publications that were not only relevant but authoritative. Using Domain Authority (DA) as a marker, the team only targeted online publications and websites that would lend authority to the Swyft Filings site.<br />While the mere mention of a business on other reputable sites does provide some SEO value, the golden rule of approaching PR with a SERP-minded lens is to gain a dofollow backlink from the other website, directing both referral traffic and authority back to the Swyft Filings site. While many online outlets don’t link back to other websites by default, Optimal actively contacts reporters to obtain links when possible.</p>



<h3 class="wp-block-heading" id="h-step-3-expanding-the-seostrategy-to-secure-additional-coverage">Step 3: Expanding the SEOStrategy to Secure Additional Coverage</h3>



<p>Drawing on the initial success of the first State of Swyft report, Optimal created secondary pieces of content that delved further into industries for specific states (for example, taking a closer look at the top-performing industries in Texas). These pieces of content ultimately became the largest drivers of organic traffic to the Swyft Filings blog.<br />Optimal also leveraged the report to gain guest contributor opportunities, which involved writing a shorter, unique piece of content for a website based on findings from the report. The team helped to ghostwrite this content on behalf of the Swyft Filings owner, who would receive the byline for the article. Not only did this help to establish Swyft Filings as an authority in the space, but it also opened the door for future guest articles.</p>



<h2 class="wp-block-heading" id="h-results">Results</h2>



<p>The State of Swyft has become a cornerstone of Swyft’s content strategy and is re-created annually. With 23 earned press hits and eight guest articles on reputable sights, Optimal contributed to a 26% increase in domain authority. This ultimately led to ranking for net new keywords related to industry trends, securing Swyft Filings’ place as a leader in the business filings landscape. Ranking for these keywords drove a significant volume of organic traffic to the website, accounting for 30% of organic visitors to the Swyft Filings blog over the course of three years. The report continues to earn new online mentions and backlinks, perpetuating a healthy brand authority for the client.<br /><a href="https://www.winwithoptimal.com/contact-us/" target="_blank" rel="noreferrer noopener">Contact us</a> to learn more about our SEO and Digital PR services. </p>



<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="535" src="https://media.winwithoptimal.com/wp-content/uploads/2024/02/Swyft-Client-Testimonial-1024x535.png" alt="quote from swyft client: “We were impressed by how Optimal seamlessly blended traditional PR tactics and SEO best practices to produce and build awareness around our website content.”" class="wp-image-37258" srcset="https://media.winwithoptimal.com/wp-content/uploads/2024/02/Swyft-Client-Testimonial-1024x535.png 1024w, https://media.winwithoptimal.com/wp-content/uploads/2024/02/Swyft-Client-Testimonial-300x157.png 300w, https://media.winwithoptimal.com/wp-content/uploads/2024/02/Swyft-Client-Testimonial-768x401.png 768w, https://media.winwithoptimal.com/wp-content/uploads/2024/02/Swyft-Client-Testimonial.png 1500w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /></figure>


woman holding a phone displaying swyft filings website

Using SEO and Digital PR to Increase Organic Blog Traffic by 30%


<p>Veeam is the global leader in Intelligent Data Management, offering data protection solutions focused on backup and recovery for more than 300,000 organizations worldwide, including 75% of the Fortune 500 and 58% of the Global 2000.</p>



<p>As a global company, Veeam’s digital advertising drives leads from many different regional markets. However, Veeam found that lead quality varied significantly from region to region. Optimal was tasked with driving high-quality leads through top-revenue markets and increasing total lead volume—all while attaining a lower average cost per lead.</p>



<h3 class="wp-block-heading" id="h-they-don-t-feel-like-a-separate-contractor-i-feel-like-they-re-part-of-our-business-and-they-share-our-goals"><em>“They don’t feel like a separate contractor. I feel like they’re part of our business and they share our goals.”</em></h3>



<p><strong>-Russ Kerscher, Veeam Senior Global Product Marketing Manager</strong></p>



<p>Optimal used the power of Google’s machine learning to maximize lead volume at the lowest possible cost per acquisition with Google Smart Display. By pairing Google’s smart automation with regional budget constraints, and aggressive ad testing we were able to grow global leads while also improving lead quality.</p>



<p>Optimal expanded on Veeam’s digital strategy to include paid social advertising on Facebook and LinkedIn. To attract and engage in-market, and demographically relevant social users, our social strategy focused on driving asset downloads to build a robust audience to fuel Veeam’s remarketing efforts.</p>



<p>Our paid social advertising strategies increased traffic and engagement with Veeam. But, to help nurture those leads further down the funnel, we established remarketing campaigns on various ad networks including; Google, Bing, Facebook, and LinkedIn. The remarketing campaigns targeted customers that had previously engaged with Veeam’s content, whether through paid ads or directly on the Veeam website.</p>



<p>The campaigns also utilized Veeam’s own CRM customer data to remarket cross-channel to customers of other Veeam products. Aligning the remarketing strategy to Veeam’s customer touchpoints, the campaigns promoted free product trials, bringing these users one step closer to making a final product purchase.</p>



<p>Optimal was able to exceed Veeam’s performance goals and drive a substantial increase in web traffic, lead acquisition, and more! Contact us today to boost your <a href="https://www.winwithoptimal.com/services/ppc/">PPC</a> success.</p>



<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="272" src="https://winwithoptimal.wpengine.com/wp-content/uploads/2022/08/Optimal-Branded-Image-2-1024x272.png" alt="" class="wp-image-1298" srcset="https://media.winwithoptimal.com/wp-content/uploads/2022/08/Optimal-Branded-Image-2-1024x272.png 1024w, https://media.winwithoptimal.com/wp-content/uploads/2022/08/Optimal-Branded-Image-2-300x80.png 300w, https://media.winwithoptimal.com/wp-content/uploads/2022/08/Optimal-Branded-Image-2-768x204.png 768w, https://media.winwithoptimal.com/wp-content/uploads/2022/08/Optimal-Branded-Image-2-1536x408.png 1536w, https://media.winwithoptimal.com/wp-content/uploads/2022/08/Optimal-Branded-Image-2.png 2020w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /></figure>


Growing B2B Sales With a Full Funnel PPC Strategy


<p>Recently, an Austin-based tech company providing agile workspaces to start-ups, fast-growing companies and established businesses setting up additional office space was looking to disrupt the overly crowded commercial real estate market. They recognized that growing tech companies were struggling to afford expensive and restrictive five- to ten-year leases. Acting as an online workspace marketplace, the client connects high-growth companies with progressive landlords that offer flexible, short-term contracts and a frictionless set-up process.<br />After a strong start in Austin, the company came to Optimal to help drive its expansion in Austin, Dallas and other new markets throughout the US.</p>



<h2 class="wp-block-heading" id="h-challenge">Challenge</h2>



<p>When it comes to paid search, commercial real estate keywords are particularly competitive. The client was faced with a very crowded SERP, keywords with ambiguous searcher intent and very high cost per click. Furthermore, they were serving up an innovative solution to a market that was largely unaware of this new way of office leasing. This presented challenges in search marketing, which is typically most efficient when customers know what they’re looking for and share a common language around how to search for it.<br />Optimal’s challenge was to identify the most effective digital marketing strategy to drive high quality leads via paid search and social while keeping cost per lead in line with profit goals.</p>



<h2 class="wp-block-heading" id="h-approach">Approach</h2>



<p>Since the client delivered a new concept in commercial real estate, the Optimal team couldn’t rely on highly relevant, longtail queries—there just wasn’t anyone searching for this specific offering. The team implemented a comprehensive digital marketing strategy: driving high lead volume with paid search while growing brand awareness with paid social.</p>



<h3 class="wp-block-heading" id="h-step-1-driving-lead-volume-with-paid-search">Step 1: Driving Lead Volume with Paid Search</h3>



<p>Optimal started with an intensive and iterative keyword research process to test the keywords that would convert best. The team found that they could target mid-funnel keywords like “coworking spaces” and even upper-funnel keywords for more general office space searches. They were able to capitalize on these higher volume terms while keeping CPC low by using advanced bidding strategies and finely tuned messaging to drive higher conversion rates.</p>



<h4 class="wp-block-heading" id="h-google-advanced-bidding-strategy">Google Advanced Bidding Strategy</h4>



<p>Following the initial launch and ramp-up of paid search campaigns, Optimal began testing Google’s automated bidding strategies to understand which strategy would help the client scale up while keeping CPCs and cost per lead low.<br />After testing and measuring performance changes, the team rolled out the Maximize Conversions bid policy. Maximize Conversions automatically sets bids using Google’s machine learning to help get the most conversions for your campaign. By using historical information about your campaign and evaluating the contextual signals present at auction time, Maximize Conversions bidding automatically finds an optimal bid for your ad each time it’s eligible to appear.<br />Combined with a high-volume keyword strategy, the Maximize Conversions bid policy was able to quickly allocate budget toward the top performing audiences, demographics and search queries.</p>



<h4 class="wp-block-heading" id="h-messaging-optimization">Messaging Optimization</h4>



<p>Optimal was able to achieve high impression share on mid-funnel and upper-funnel search terms. But, given that this was a new real estate concept, Optimal recognized the importance of using the ad copy to pre-qualify searchers—attracting clicks from the right users, and deterring users looking for more traditional office leasing solutions.<br />Building upon their own keyword research and working closely with the client’s marketing communications team, Optimal designed several A/B ad copy tests to understand which features and benefits resonated with the client’s true target customer.<br />Optimal also worked to optimize conversion rate on the client&#8217;s website. Applying the learnings from their keyword research and ad testing, Optimal helped incorporate the top converting keywords and ad copy into their landing page messaging.</p>



<h3 class="wp-block-heading" id="h-step-2-growing-brand-and-awareness-with-paid-social">Step 2: Growing Brand and Awareness with Paid Social</h3>



<p>As an innovative tech company in an old-school industry, the client needed to educate its target audience on its unique offering. To support the growth of its brand presence and awareness online, Optimal also launched a paid social advertising program in addition to paid search.<br />Drawing on its extensive experience in Facebook Ads for B2B companies, Optimal was able to employ best practices for a successful launch right from the start. Optimal implemented ad units like carousel ads and video ads—formats perfectly designed to tell a strong brand story. The team applied cohesive branding across all creative assets consistent with the client’s brand colors, images and style, creating a seamless visual user journey from ad to landing page. The team also analyzed the client’s own customer and market data as well as Facebook audience insights to zero in on the best converting Facebook audiences in the start-up and tech spaces.</p>



<h2 class="wp-block-heading" id="h-results">Results</h2>



<p>After Optimal ramped up paid search and social campaigns, implemented advanced bidding strategies and improved brand messaging and creative, the client saw substantial quarter over quarter growth. <strong><mark style="background-color:#ff4d00" class="has-inline-color">Leads increased by 170% and conversion rates increased by 132%, while cost per lead declined by 14%</mark></strong>. This successful and cost-effective growth in leads allowed the company to expand rapidly in the Austin market and begin its expansion into new markets throughout the US.<br /><a href="https://www.winwithoptimal.com/contact-us/" target="_blank" rel="noreferrer noopener">Contact us</a> to learn more about our paid search and social capabilities.</p>



<p></p>


Boosting Conversion Rates by 132% via Paid Search and Social


<p>The COVID-19 pandemic presented the challenge of reaching audiences in a difficult environment flooded with blatant misinformation. Optimal partnered with five state departments of health to reach, educate, and persuade them to receive the COVID-19 vaccination.</p>



<p>We began with a longitudinal study of over 10,000 individuals to understand the core reasons for vaccine hesitancy and to create audience models for vaccine-hesitant individuals likely to be persuaded with facts and information.</p>



<p>Our various state departments of health clients designed tailored creative directly addressing the concerns of different vaccine-hesitant audiences in their respective states, with an emphasis on video and social media marketing to deliver each message. </p>



<h2 class="wp-block-heading" id="h-reach-and-persuade-with-optimal">Reach and Persuade with Optimal</h2>



<p>Overall Optimal drove 93% video completion rates for 30-second and 15-second video ads and a resounding 38% attitudinal change in sentiment among the most unreceptive audiences.</p>



<p>Today, the states in which we advertised boast the highest rates of vaccination against COVID-19, including Rhode Island with over 80% of the adult population has received at least two doses.</p>



<p><a href="https://www.winwithoptimal.com/contact-us/" target="_blank" rel="noreferrer noopener">Contact us</a> to reach and persuade your target audiences today.</p>


Optimal Expands Blackbook Data With New High-Impact Influencer Segments

How Optimal Drove High-Value Conversions for Mazda’s CX-50 Line

How Optimal Drove High-Value Conversions for Mazda’s CX-50 Line

Case Studies - Page 1

How Optimal Drove High-Value Conversions for Mazda’s CX-50 Line

How Finn Partners and Volta Medical Utilized Optimal’s Health Data to Reduce CPC by 31%

How Optimal Increased Paid Digital Acquisition for Plunge by 972%

Using Automation to Increase Pinterest Revenue by 784%

How Optimal Helped Healthy Hearing Lower CPA by 60%

Overcoming Hurdles: How Optimal Helped Marcus Thomas Decrease CPL by 68%

Transforming Brand Sentiment for a Global Financial Leader

Supporting a Leading Pharmaceutical Brand’s Clinical Trial Campaigns

Using SEO and Digital PR to Increase Organic Blog Traffic by 30%

Growing B2B Sales With a Full Funnel PPC Strategy

Boosting Conversion Rates by 132% via Paid Search and Social

Reach and persuade vaccine-hesitant audiences