Obility is headquartered in the environmentally progressive city of Portland, Oregon. Â Portland has a citywide program for planting trees along neighborhood streets that need them the most. Portland is willing to invest in this program because research shows that trees provide many benefits in addition to their aesthetic beauty.
A single evergreen street tree can provide the following benefits:
1. Absorb 100 gallons of water per day which helps to prevent sewer runoff
2. Create shade to lower homeowner energy cost by 30% during the summer months
3. Slow down traffic in neighborhoods by 5 miles per hour
4. Remove 1 pound of carbon dioxide per week
5. Increase the property value of our homes by $10,000!!
Sounds great, but how does this pertain to marketing, you ask?
As B2B marketers, we often find ourselves focused on the latest buzz words, assets with a limited shelf life, or assets that target a very specific demographic. Marketing campaigns built around trendy topics and hyper-targeted assets can perform well, especially in email, social, and display channels. This type of content can perform well in paid search too, but we need to ensure realistic expectations are set in terms of volume. These keywords will need to be as targeted as these assets, so we should not expect to receive very much search volume. If we were to redirect our higher volume keywords toward this content, our conversion rate would drop because the landing page is too specific for a broader audience.
Since paid search has a steady stream of people actively searching these higher volume keywords that closely match our products and services, we want to make sure we are always there for these people with an asset or landing page that is widely relevant and effective. We want to provide a constant path to conversion that is free from the distraction of our more targeted marketing efforts. This article from Martech elaborates on the idea of shifting to ongoing programs instead of one-time campaigns.
These constantly running campaigns are sometimes referred to as “always on” or “evergreen”. At Obility, we call them our “core” campaigns. These campaigns drive the most conversions and have the highest conversion rate. They typically include brand name keywords and keywords that are core to the products and services being offered. We optimize bidding and budgets on these campaigns to make sure we are getting the most benefit from this valuable segment of traffic.
An Evergreen Campaign can provide the following 5 benefits:
1. Absorb incremental traffic (more than if we relied on organic alone), and prevent runoff to competitors
2. By always running our core campaigns we can maintain a high-quality score, and low cost per click, even during our peak season
3. If we bid on our brand we can prevent competitor ads from appearing, and people will slow down and consume more of our content since we are “owning the SERP”
4. Maintaining evergreen campaigns means we can better manage negative keywords to remove toxic traffic
5. By always being there throughout a prospect’s journey, we can build up our brand awareness
So there you have it! Evergreen campaigns, just like evergreen trees, have many benefits for our marketing programs. If you have more questions about Evergreen campaigns, and how these money trees may help you, contact Obility today to learn more.
And don’t forget – Earth Day is right around the corner. If you live in Portland and are looking for help planting a tree on your property, or for opportunities to volunteer, Friends of Trees provides a wonderful service.
