PAID DIGITAL ADS

Abstract
This case study showcases how Valley of the Moon Marketing, a leading digital marketing agency, successfully improved the pay-per-click (PPC) channels and website performance of Farm Fresh To You, an organic produce delivery company. By refining messaging to target specific buyer personas, enhancing site speed, and optimizing SEO keywords, Farm Fresh To You achieved exceptional results, including a 75% acquisition rate through PPC channels and a churn rate under 1%.

​

1. Introduction
Farm Fresh To You, an organic produce delivery company, partnered with Valley of the Moon Marketing to optimize its PPC channels (Google & Bing) and website. The primary objectives were to increase customer acquisitions through PPC channels, reduce the churn rate, enhance messaging relevance, improve site speed, and optimize SEO keywords.

​

2. Objectives
    a. Increase the percentage of acquisitions through PPC channels for Farm Fresh To You.
    b. Reduce the churn rate to less than 1%.
    c. Refine messaging to target specific buyer personas effectively.
    d. Enhance website speed to provide an improved user experience.
    e. Optimize SEO keywords to drive organic traffic to the Farm Fresh To You website.

​

3. Methods and Implementation
   a. Refining Messaging for Targeted Personas:

• Conducted comprehensive research to identify Farm Fresh To You's key buyer personas, considering their demographics, preferences, and pain points.

• Developed personalized messaging for each persona, highlighting the unique benefits of the organic produce delivery service.   

• Incorporated persuasive language and compelling CTAs to encourage conversions and highlight the company's commitment to sustainability and quality.

   b. Enhancing Site Speed

• Conducted a thorough website audit to identify factors impacting site speed, such as large image sizes and inefficient coding.

• Optimized images, minified CSS and JavaScript files, and implemented caching techniques to improve website performance.

• Streamlined the website's code and implemented server-side optimizations to reduce load times and enhance user experience.

   c. Optimizing SEO Keywords:

• Conducted extensive keyword research to identify relevant and high-value keywords in the organic produce delivery industry.

• 
  Updated website content, meta tags, and product descriptions with targeted keywords to improve search engine rankings and attract organic traffic.

• Implemented on-page optimization techniques, including the use of header tags, optimized URLs, and strategic internal linking.

​

4. Results:
   a. Increased Acquisition through PPC Channels:

• Before the optimization efforts, Farm Fresh To You acquired 50% of its customers through PPC channels in 2020.

• After implementing messaging refinements and website optimizations, the acquisition rate through PPC    channels increased to an impressive 75%.

• This substantial improvement demonstrates the effectiveness of targeted messaging and enhanced website experience in driving customer acquisitions.

   b. Reduced Churn Rate:

• Farm Fresh To You experienced a high churn rate before the optimization efforts.

• By delivering relevant messaging and optimizing the website, the churn rate was reduced to under 1%.

• This significant reduction in churn signifies the impact of improved messaging and site performance on customer retention and loyalty.

​

5. Conclusion:
Valley of the Moon Marketing successfully optimized the PPC channels and website performance of Farm Fresh To You by refining messaging, improving site speed, and optimizing SEO keywords. As a result, the company achieved a remarkable 75% acquisition rate through PPC channels and reduced the churn rate to under 1%. These achievements highlight the importance of personalized messaging, fast website performance, and effective SEO strategies in driving customer engagement and retention for Farm Fresh To You's organic produce delivery service.