Case Study: Kirkland's Pest Control

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Digital Display, SEM
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Kirkland’s Pest Control
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Kirkland’s Pest Control provides termite, pest and moisture control for both residential and commercial properties within Alabama, Georgia and Tennessee. Upon partnering with Alabama Media Group, Kirkland’s Pest Control saw a need to increase their online presence and quotes for service.

Over the course of one year, Alabama Media Group increased their impressions by 202%. This was accomplished by moving some of their display to CPC display. Kirkland’s also saw a 159% increase in website visits year over year. During the year they received over 2,008 phone calls. Of those, 371 ended with a request for quote.
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Find out how Alabama Media Group increased brand recognition, website visits and ultimately increased business for Kirkland’s Pest Control.

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Digital Display and SEM

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Digital Display

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The digital awareness campaign starts with sending the Kirkland’s Pest Control message to a strategically designed target audience of home owners and business decision makers. These users are targeted with display ads on AL.com.

To define our homeowner and business decision maker audience, we take into account:

Exclusive, first-party data (information collected by AL.com and affiliates that looks at what a user is reading, commenting on, and where they are located)
We combine this with third-party data (information from outside data sources such as purchase behavior, household income, employment, etc.)

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CPC (cost per click) display ads were served through a partnership with Google. Google serves these ads based off searches in their search engine. These ads are strategically placed by Google for optimum performance to users searching for what Kirkland’s Pest Control has to offer.

Geotargeting was also used to serve ads while people were in the areas that Kirkland’s Pest Control services.

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Search Engine Marketing

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Alabama Media Group launched a search engine marketing campaign across the top search engines: Google, Bing, and Yahoo!, within radius of Huntsville AL, Scottsboro AL, & Fayetteville TN. When users make relative searches for pest control or other services Kirkland’s offers in these areas, they are served a Kirkland’s Pest Control SEM ad.

Alabama Media Group closely tracked performance indicators and optimized the campaign accordingly through ad copy and bidding adjustments.
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Results
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Alabama Media Group helped Kirkland’s Pest Control increase brand recognition and grow its business through ongoing campaign management and optimization.
The holistic marketing solutions resulted in:
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Website Visits up 159% from last year (4,509 vs 11,665)
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Calls up 153% from last year (795 vs 2,008)
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Resulted in 371 quotes for business
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Increased their impressions by 202% (1,284,325 vs 3,872,775)
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Building partners for life
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Building partners for life

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Client Testimonial
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“Alabama Media Group has been a constant pleasure to work with. Not only did they increase our bottom line, but did so with the upmost diligence and passion. Their ability to dig deep into our audience and help us understand them is rival to no other marketing partner we have worked with.”

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Account Manager Testimonial
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“I love working with Kirkland’s Pest Control. This has been a client we are able to show an immediate return with as to phone calls leading to quotes. It is incredibly satisfying to monitor the calls and listen to their business grow. Kirkland’s Pest Control has been open to testing new ideas and are valuable partners. We look forward to many more years of future growth.”

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Discover how our digital expertise can help propel your business forward.
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