The solution

Through continuous collaboration between DAC and StorageMart’s marketing team, we tested and implemented a variety of paid search tactics. Segmented audiences were created at a very granular level, as well as similar and lookalike audiences. The campaign targeted lower occupancy stores by maximizing media dollars through proper budget allocations, profitable CPA targets, and tactical efficiency.  

This allowed us to execute on a variety of campaign tactics such as separating campaign types, using hyper local store level brand campaigns, and using an optimized geo targeting strategy. Our team also conducted market research and reviewed competitive presence. With constant competitive pressure from other national and local competitors who bid more aggressively in certain markets, making paid search efficiency extremely important. 

Lastly, it was important to ensure that the leads could be captured in the most effective way. We had ongoing landing page conversion rate optimization to enhance the customer experience.