Case Study: Local PPC Yields 322% ROI for International Florist Network
LOCAL PAID SEARCH PROGRAM
YIELDS 322% ROI FOR
INTERNATIONAL FLORIST NETWORK
An international florist service provider connects customers with local florists all over the world for
the absolute freshest flower delivery. However, in wanting to create an effective, quantifiable digital
advertising program, they faced a number of challenges:
» Member florists were handling their own co-op advertising efforts and were unable to track
» Because florists are typically not digital marketers and have limited budgets, the program
would have to be affordable and simple for the business owners to use.
» In addition, many florists had incomplete and inaccurate store information on their Google+
Knowing that they must work with experts who could provide easy-to-use software, the service
provider partnered with Balihoo, the premier provider of local marketing automation solutions to
national brands with local marketing needs.
On behalf of the florist service provider, Balihoo launched a new, automated digital program
consisting of a portfolio of 500 unique pay-per-click (PPC) accounts for member florists all over
the U.S. Each account was automated through Balihoo’s software to include the florist’s individual
geographic information, keywords, ad copy, landing page URL, and bid strategy.
The florist service provider sought to help its members increase conversions and revenue
with an efficient, measurable marketing program. Their primary objective was to transition
at least 3,000 of its 11,000 North American members from a free-standing insert (FSI)
program to a more effective, quantifiable digital program using paid search. And, since
online means of contact are replacing phone books, the provider had to ensure their local
online presence represented both the brand and the local affiliate. They also desired more
control and visibility into results, specifically the ability to track campaign performance at
the individual florist level and at aggregate for the entire program.
LOCAL PAID SEARCH PROGRAM YIELDS 322% ROI
FOR INTERNATIONAL FLORIST NETWORK
BALIHOO CASE STUDY