Case Study /

Better Business Bureau

Preamble

BBB’s mission is to be the leader in advancing marketplace trust.
Vision: An ethical marketplace where buyers and sellers can trust each other.

The
Challenge

The Better Business Bureau came to BHW1 with a challenge. In 2012 the Spokane BBB was turning 100 years old. With the economy still struggling, scams were prevalent—and finding businesses consumers could trust had never been more important to its target audience. The BBB offers a host of tools available to consumers looking for beneficial business relationships on its website. Unfortunately, many didn’t know to look there. This campaign was developed to find consumers looking for scam information and businesses who needed to renew accreditation.

Our
Solution

BHW1 created an online advertising campaign to increase brand awareness in the greater Spokane area and substantially increase traffic to the BBB Spokane website. The campaign included geo-targeted display and retargeted advertising. Even with a modest budget and a tight time frame, the results have been significant.

Results – Impressions:

Business Display Impressions: 4,966,713
Business Retargeting Impressions: 17,923
Consumer Display Impressions:  2,261,863
Consumer Retargeting Impressions: 113,290
Total Impressions: 27,716,689

Results – Clicks:
Business Display Clicks: 2,982
Business Retargeting Clicks: 24
Consumer Display Clicks: 20,899
Consumer Retargeting Clicks: 341
Average price: Less than 0.20/click
Total Clicks: 24,246
 
Overall Effectiveness:
This campaign resulted in fantastic results for the client, outperforming many normal online campaigns. This is likely due to ad messaging, creative, close management, or an especially interested audience.
Cost per click in comparable campaigns can be as high as $2 – $5+. Our online team, through vigilant management, was able to earn clicks for an average of $0.20/click.
As for impressions, the BBB message was seen 28 million times by viewers within the target audience. For comparison purposes, a traditional television campaign with similar target markets is estimated to cost $3.96/1,000 gross impressions.To reach the same 28 million impressions, a comparable television buy would cost ten times the online advertising budget.

Creative

Online Ad Campaign

 

Online Ad Campaign

Measured
Results

27 Million Impressions

Total Impressions: 27,716,689

24,246 Clicks

Total Clicks: 24,246