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work vector(1) Roto-Rooter(Hoffman) Case Study



Roto





Company Background

Hoffman Southwest Corporation is the largest franchisee of the Roto-Rooter brand, which has provided plumbing repair and many other services to residents and businesses for decades. Hoffman operates Roto-Rooter franchises in several regional U.S. markets. Its customers find Roto-Rooter services typically by doing online searches and then calling either a website, ad, or organic result.

Challenge

Hoffman wanted to increase leads in a cost-effective manner through online advertising across the 11 geographic markets where the company operates Roto-Rooter franchises. The company engaged KeywordFirst to develop and implement paid media and measure results.

KeywordFirst needed to choose our lanes carefully, focusing on 11 distinct geographic markets to avoid overlapping with locations where other businesses operate under the Roto-Rooter brand name. It was also important to figure out how to attribute customer phone calls more precisely in context of the clients’ conversion metrics because phone calls are a key way for customers to receive urgent service.

Solution

Created unique online campaigns for key services such as plumbing and water restoration. We then created 11 duplicate campaigns (for each) applied to specific zip codes within our 11 defined markets. Doing so maximized the value of each campaign within Hoffman’s markets without interfering with other franchisee service areas.

Adapted each campaign based on the unique needs of each zip code within the client’s 11 markets. We adjusted the volume of each campaign upward or downward depending on factors such as product availability. In some zip codes, the client wanted to boost awareness, and in others, the client sought to spend fewer dollars because they delivered lower returns.

Improved attribution for customer phone calls by keywords within each market. We simplified an overly complicated tracking system by creating a single code that tracked phone queries whether from online ads or the client’s website. Doing so made it possible to become far more precise in our reporting — for instance, we could report not only call volume for different markets but also which keywords customers used to ask for service. This knowledge helped the client adjust its campaign tactics for each market based on how customers actually asked for service.

Improved the user experience. We fixed inaccurate tracking codes that had existed with the legacy online experience and properly coded individual destination URLs. We also simplified the client’s URLs in context of the release of Google’s and Bing’s updated URL tracking templates. Consequently, customers clicking on digital ads and the company website experienced fewer broken links.

Results

KeywordFirst helped Hoffman increase lead volume by 83% year over year, with cost per lead increasing only 1% year over year. We achieved these results by optimizing marketing campaign performance more precisely (by keyword and zip code). By achieving focus, Hoffman created more leads.