Morris General Construction

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From The Client

“These guys have built such a strong relationship with our organization that we consider them an extension of our IT department. We always know that excellent service is just a phone call or e-mail away and that we will receive the same level of attention they always provide that makes us feel like we're their top priority.”

Morris General Construction is a construction company in Memphis, Tennessee, focusing mainly on commercial construction. They have been a part of building the University of Memphis, Hollywood Casino, and many more well-known names in the Mid-South. Their website is mainly focused on the services they offer, and how to contact them. Easy to use, easy to read, and all contact information is readily available.

Open Website

Achieved a Click Through Rate of 0.09% generating a number of new sales

In the first month of activity the Cost Per Action was reduced by 20%

Return on Investment of 272%

Challenge

To avoid over-targeting existing visitors.

Solution

A dynamically innovative digital media suite that allows users to be retargeted based on the tour they saw last and spent the most time viewing. This was done by introducing a contextual campaign to increase reach by showing prospective audiences the current, and most popular tour. In addition to that, we applied daily and lifetime frequency caps specific to each user in order to prevent overexposure.

Results

We’ve achieved a Click Through Rate (CTR) of 0.09%, which generated a number of new sales. In the campaign’s inaugural month of activity the Cost Per Action (CPA) was reduced by 20%, surpassing the client’s target. February 2013 saw post-click revenue – (generated by both dynamic retargeting and the prospecting campaign) – produce a Return on Investment (ROI) of 272%.