Some details
BACKGROUND
Since 1995, Communities in Bloom has been fostering civic pride, environmental responsibility and beautification through a national program that focuses on enhancing green spaces in local communities.
SOLUTIONS
Online Advertising
Vicara Marketing helped Communities in Bloom expand the reach of its programs through paid search and social media
advertising campaigns in an effort to increase the number of participating communities across Canada.We started with a complete audit of their existing Google Ads accounts, both the paid and in-kind ones. The keywords were reorganized into new ad groups to increase relevancy and boost quality scores.
Facebook Ads were also utilized to raise awareness for promotional opportunities offered to participants in local communities. New ad campaigns were created for each initiative, which involved installing a tracking pixel, setting up a lead tracking script, defining the audience demographics and creating the ad content and visuals. A bid strategy was set to maximize conversions and a predetermined daily budget was allocated to each campaign.
Analytics Reporting
The Communities in Bloom existing Google Analytics account was optimized by re-organizing the structure of property views for the English and French websites. Filters were created for each property based on IP address to bring clarity to the metrics by differentiating website activity between visitors and employees who are located in various offices. The account was also linked to the Communities in Bloom Google Ads accounts to gain a deeper understanding of the data by seeing the full visitor journey, from interacting with the ads to completing goals on the website.
