Leveraging Digital Design, Ads, SEO, and Video Production For the Win
Established in 1970, VAR Air Conditioning & Repair (VAR) is one of the largest residential/commercial/industrial HVAC contractors in Central California
Services
Content Marketing
Paid Social
PPC
Email
Web Development
SEO
Creative
CRO
The Results
3.2
Average rank on Google for top keywords
14%
CTR on Google Ads campaign
2.2m
Avg. # of monthly Facebook ad impressions
5.8
Avg. monthly frequency rate with Facebook ads
1.8m
Avg. # of monthly YouTube ad impressions
27%
YOY Increase in website conversions
Nettra has surpassed my expectations! Their SEO campaign has put us at the top of Google for all of our top search terms. Their digital ad campaigns on Google, Facebook, and YouTube have resulted in hundreds of leads.
They're also great at working with our co-op partners to leverage available marketing funds. Any business looking to increase their visibility and number of customers should give Nettra a call. I highly recommend them!
They're also great at working with our co-op partners to leverage available marketing funds. Any business looking to increase their visibility and number of customers should give Nettra a call. I highly recommend them!
Challenges
01
The VAR website was extremely outdated with bad UX (user experience), non-responsive, and most importantly, its low conversion rate was losing VAR new customers.
02
Before our SEO campaign started, VAR did not rank on page one for any of their top keywords. This was partly due to their website but they also never developed an SEO strategy, resulting in even newer HVAC companies outranking them for their top keywords.
03
Despite being one of the most established HVAC companies in their area, VAR had very little online presence, resulting in losing additional market share.
Nettra focused on redesigning their website to improve UX and the conversion rate. The focus wasn’t just to make it look better, it had to convert more web traffic into potential customers. We assessed the current site’s Google Analytics to see what was working and what needed to be overhauled.
Nettra also ran a small Google & Facebook Ad campaign to see how well the site’s service pages and UX converted paid traffic. Additionally we installed HotJar to assess which buttons paid traffic clicks on, how far down the page they go, and other qualitative data points.
VAR is one of the most established HVAC companies in their area so it was odd they weren’t ranking on page one for any of their keywords. Even within the ‘Google 3-pack’ they weren’t ranking within a 1-mile from their headquarters! So when building their new website, Nettra assessed the keyword densities on their current site and developed content to really lean into what VAR does best. We also updated other technical SEO aspects of the site (Meta data, alt-image tags, site speed issues).
Concurrently, we synchronized their online listings to ensure the correct info, hours open, and services offered were identical across over 200 various online directories, including the most popular online directories (Google, Yelp, Apple, Trip Advisor, Angie’s List). We also created content and released it in PR blasts which resulted in quality ‘do-follow’ backlinks.
To establish VAR’s online presence past the SEO campaign, Nettra developed a cross promotional digital ads campaign involving Google Search/Display, YouTube Ads, and Facebook/Instagram Ads. We created ads and copy for VAR’s top, middle, and bottom of the funnel.
We employed data-driven targeting on all the platforms by optimizing ad performance every month based on conversion, look-alike, and retargeting data. We set up tracking and KPIs to monitor progress.
At the same time, we worked with VAR’s co-op partners to take the necessary steps to qualify the entire campaign for available co-op funds. This enabled VAR’s partners to share in the marketing costs of the campaign.
By implementing the quantitative data (Google Analytics, Ad platform data) and the qualitative data (heat map, customer feedback) Nettra designed a new website that not only looks better and has better navigation, but it also had a 27% increase YOY in website traffic conversions! Now THAT’S money well-spent!
After launching the new site and implementing our SEO tactics, VAR is now the top-ranking residential, commercial, and industrial HVAC contractor in their area, ranking in the top 3 organic spots for almost all of their keywords. This has translated into hundreds of thousands of dollars of new customers and projects.
Their cross promotional digital ads campaign involving Google Search/Display Ads and Facebook/Instagram Ads has a 6:1 ROI ratio and with Nettra’s optimizations, the CPM on Display, YouTube, and Facebook ads are at an industry low, allowing VAR to create cost-effective branding on the most popular platforms, for a fraction of the price of what their competitors are paying.
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