ADSPECS

CASE STUDIES

INTRO 1

Finding the right marketing avenue isn’t easy, there are so many things to think about; like whether an ad network can actually deliver on their promises or if they’ll drain your cash every month with no return. And once you’ve narrowed it down to a few contenders, you might wonder what a reasonable price model for a good ad network is, or whether you even need one in the first place.

The truth is, ad networks can help you get a return on your digital marketing budget at a fraction of the cost you’d have to spend to reach the same amount of people through alternant means. But before you can run your own marketing campaigns, you have to make sure that you and your team have the following:

A deep understanding of customer behaviorAt its core, digital marketing is all about communicating with your customers in their own language on the platforms where they hang out. Before you can do that, you need to understand your audience. Not just surface level stuff like “they need help with aches & pains,” but a deeper understanding.

For example, what other solutions have they already tried in order to solve their problem? What do they think will work best for them and why? What do they think is unique about their situation? Remember, successful companies prioritize customer research. In fact, to handle customer development alone.

ConsistencyThe average time it takes to see consistent organic traffic to your site from digital advertising is around 3 to 6 months. That means you have to be consistent with your ad messaging and creation for months at a time until you start seeing ROI. Some of the most successful digital marketers have been consistently putting in effort over the course of many years.

QualityIt’s easy to write random blog posts, but can you write quality content that your specific target audience will find valuable? That’s what separates decent blogs from truly great ones. At the end of the day, high rankings in Google come from creating and publishing remarkable content that your audience truly wants, not by trying to game the system.

ExperienceYou should make sure that you have experience designing and running marketing campaigns. The last thing you want is to spend months and months on digital ad creation or thousands of dollars on paid traffic only to see no results and have no idea where you went wrong.

It takes time to satisfy all these criteria. It’s difficult to have high-quality digital ad campaigns when you have a bunch of other pressing business issues on your plate. But if you have a digital ad network, you can avoid the cost of trial and error of running your own campaigns, getting your team up to speed, spending time and company resources on maintaining your digital advertising campaigns profitable, and so forth.

In this case study, we’ll talk about how to calculate your expected results when working with a digital ad network and present some case studies of real companies that have gotten results.

CBD 2

What results can you expect?We worked with a CBD line to increase brand awareness to boost visibility prior to having their public offering via several targeted campaigns in key states and locations.

At the time, the CBD brand was adding on new products as part of their product portfolio. Based on their research, they found that their customers wanted simple labeling titles for each aspects of their product line to help them in their selection process.

The challenge was helping them reach a targeted audience and become known for unique formulations and simplistic product labeling category that would allow consumers to not be overwhelmed with all the buzz words that surround CBD.

To solve that, we helped build visibility through a structured retargeting audience. That meant building out a retargeting audience in parallel with a new acquisition campaign.

Tactically, we used a mix of optimization techniques to help have higher consumer engagement for key products in their product portfolio, and leveraged social media to connect with new users who had a high likelihood of being interested in the new product line.

CBD Topical – Campaign1. CTR .24 - .32 %2. Conversion Rate up to +3.6%3. Retargeting CTR .38 - .85%4. Approx. 4.5M Impressions

*Leading CBD topical brand wanted to promote their brand nationwide while driving qualified traffic to their site.*Brand wasn’t finding CBD friendly traffic at scale.*Targeting active users (sports, yoga, health and wellness).*Focused messaging on alleviating ailments caused by an active lifestyle.*Driving continuous traffic to site to increase sales and retargeting audience.

DISPENSARY 3

A Cannabis retailer with operations across the U.S. and flagship stores in Los Angeles, Las Vegas and New York. Their mission is to provide an unparalleled experience that invites the world to discover the remarkable benefits of cannabis because a world where cannabis is legal and regulated is a safer, healthier and happier world.Our team was tasked with executing an expansion campaign to parallel with their aggressive retail location expansion. The goal was to help acquire new customers and provide awareness in advance of their retail stores opening to the public.

They made sure that the store launch was as smooth as possible from an outreach point of view. For example, they implemented strategic local marketing tactics to match the digital efforts and create a close circle marketing system. This is a way to engage user from a multifaced approach and continue to stay in the public eye. They also utilized meta data (titles, descriptions, and tags) to their site, set up Google webmaster tools, and set up a new sitemap.

The main goal of the project was to keep the retail locations engaged with the local community prior to an official location opening. By doing so we ensured that consumers could still follow all the news, updates and ultimately boost the number of new consumers prior to opening a regional store.Digital campaigns boost their new visitor numbers by 21% month over month. Because of the targeted local offers structured for their key regional stores. We were able to rank higher than their competitors for consumer awareness based on their digital marketing strategy.

Dispensary Campaign Data1. 3 Million Impressions2. Incremental Dispensary Initial Visits = 2003. Revenue Estimation = $14,000 4. 35-40% Consumer return rate

*Goal was to leverage Traffic Roots’ network to target potential Cannabis users in tri-state area.*Continue to brand locations as leading Cannabis dispensary chain.*Promote dispensary locations and create brand lift.*Run branding campaigns in Cannabis friendly/safe environment, decrease risk.*Compare results to outdoor media campaigns, weighing; cost, data, sales. *Created lifetime value of returning consumer with continued retargeting.

Cannabis Conference

Events are founded on the principle of power in numbers. The thousands of businesses involved in the state-legal cannabis industry represent a tremendous economic force in this country that ensure our growing business sector and has a seat at the table on the national stage.

The challenge in this case was the fact that there wasn’t much room for error. With some many different events popping up across the US, event businesses have to compete, which means that every dime they invest into marketing needs to have a strong likelihood of producing a return.

EVENTS 4

In addition, most attendees are located outside the event location in which means higher cost of travel to attend and a smaller pool these customers are also quite price sensitive.We started off by testing a variety of different ad creatives, targeting segments, and placements. This helped us find a few combinations that delivered the most visibility for the event in terms of conversions. Once the fan base was established, we started growing the engagement rates and increased our reach.

The strategy we used to get in front of new customers was behavioral targeting. We implemented geographic targeting of ads, Lookalike Audiences, and CPM (Optimized Cost Per Mille) bidding to stretch ad dollars the furthest.

Conference Campaign Data1. 50% increase visits to site2. Incremental Rise in Ticket Sales3. 30% increase in email capture

*Event looking for exposure with Cannabis focused conference but could not find viable options for traffic where the messaging was accepted.*Geo-targeted campaigns created for regional events and national campaigns for larger scale conferences.

ACCESSORIES 5

Vape Accessories

Brand facing issues with brand recognition in dispensaries as well as e-commerce sales. Their goal is to increase brand awareness and drive traffic directly to their site. The strategy will be to create ads that invite users to click and get involved. This includes promotions or lead generation tools.

Although vape is not a consumable product, the hardware is banned from advertising on traditional media and they continue to face a lot of issues finding reliable avenues.

Our team focused this campaign through an internal video campaign ran by our media buyers.

They also ran retargeting banners to retarget users visiting their site, in order to continue stay out in front of clients and build up their audience for a deeper long-term strategy.

Ads lead to multiple landing pages to allow A-B testing across multiple data points including creative messaging and promotions.

Vape Video Data1. 5.1 Million Impressions2. 45% Video Completion Rate3. CTR .23%4. 50/50 Traffic split to Cannabis and Mainstream audience

*Leading Cannabis accessory brand focused on driving Cannabis friendly traffic to site.*Established campaigns with Traffic Roots’ internal media buying team for 60-day test run.*Looking to drive awareness to brand through informational video.*Placed tracking cookie on users for 60 days and figured many users were not converting on first click but were returning to purchase at a later date.*Brand tested landing pages with videos at different lengths to optimize for performance*Messaging focused on accessories simplifying recreational use of CannabisBrand found higher engagement and exposure in mainstream audiences against Cannabis.