Media buying & trafficking
McDougall Energy
McDougall Energy is a single provider that is divided into three distinct business lines: home heating, business fuelling, and retail fuelling. Each business line offers multiple products, at vastly different price points, targeting wholly different customer segments with separate sales departments. Sales and marketing efforts are further divided by sales regions, each differing in terms of cost-to-serve, availability and use of products, brand awareness, and competition.
Services
- Ad trafficking & optimization
- Custom audience segments & remarketing
- Awareness, conversion & competitor targeting programs
- Keyword & audience research
- Analytics & tracking implementation
- Campaign & website reporting
Expanding retail fuel operations in select Canadian markets
Approach
Goals of this campaign were twofold: driving awareness of McDougall Energy’s retail division offers in specific areas of Alberta, British Columbia, Saskatchewan, and Ontario, and, generating leads for McDougall Energy sales representatives. Display advertising was chosen as an awareness channel, and intent-based SEM was chosen to support lead generation.
The target audience for this campaign was divided into three main groups: current owners of retail gas stations interested in changing wholesale fuel suppliers, current owners seeking to redevelop their site, and non-owners seeking a new business opportunity. An undercurrent in our strategy was our finding during research that, in the locations being targeted, current and prospective owners of retail gas stations were more likely to be recent immigrants to Canada.
Results
- Campaign generated 25 total direct conversions - defined as qualified leads to MEI sales associates.
- Delivered over half a million impressions on Display advertising - with 7K clicks to the landing page.
