2020 Lead Generation
Draeger, an ignition interlock company, is looking to increase brand awareness and drive installs for their ignition interlock devices across the US.
Arm Candy implemented a media strategy focusing on lower funnel channels in order to drive installs and increase site traffic.
We started by optimizing their existing Google Search campaign to make it more effective at driving conversions at an efficient rate. Search was our primary focus because of its historical success in driving efficient conversions by reaching consumers in market for an interlock device.
We complimented our search initiative with Facebook, a new channel for Draeger, which allowed us to drive additional traffic and awareness during the peak drunk driving season.
Throughout the year we made optimizations to ensure that our campaigns were as efficient and effective as possible as we scaled up.
Site Traffic Growth
With our media strategy, we successfully drove increased site traffic. Draeger saw a 162% increase in total site visits YOY and exceeded its monthly site traffic goal with an average of 23,709 visits a month. Paid Search was the 2nd biggest contributor to the increase in site visits after Organic Search. Our efforts drove 28% of total visits with a 154% increase in Paid Search visits YOY. Draeger’s impression share also increased by 292% YOY due to our search optimizations.
Lead Generation Growth
Search proved to be a great channel for driving ignition interlock installs for Draeger, increasing conversions by 65% YOY. As we gathered learnings from the campaign, we continually implemented optimizations which enabled us to to decreased our CPC by 25% YOY. We exceeded our CPL goal of $25, achieving a CPL of $15, a 40% decrease YoY. Our Facebook branding video was also successful at generating leads, seeing 87 conversions at a CPL of $66.28 in just one month.
+162%Increase in Site Traffic YOY
+154% Increase in Paid Search Visits YOY
+292% Increase in Impression Share
+65% Increase in Conversions YOY
-25% Decrease in Cost-Per-Click YOY
40% Decrease in Cost Per Lead