Audience-First Data Strategy Drives 5:1 ROAS for MetroNet Overview The recent rise of streaming services presents both a challenge and opportunity for the telecommunications industry. Traditional cable and internet providers have struggled, losing market share to cord-cutters, but fiber optics services have grown by focusing on reliable high-speed internet connections to power streaming entertainment for consumers. Headquartered in Evansville, Indiana, MetroNet is a telecommunications company that provides fiber optic services, including Fiber Internet, Fiber Phone, and Fiber IPTV, directly to homes and businesses throughout Indiana, Kentucky and Illinois. MetroNet was searching for a partner to help them grow their footprint and increase online sales, so they commissioned Goodway Group for a digital media strategy to help promote new consumerled and B2B orders, known as Self Sign Ups (SSUs).
Audience-First Data Strategy
For our search campaign, we used zip code targeting to concentrate on serviceable areas and leveraged the same pixels as the display campaign.
We matched physical addresses within the serviceable areas to IP addresses through Semcasting, which allowed us to focus solely on eligible users.
MetroNet CRM Data
MetroNet’s Site Data
Zip Code Targeting
We implemented a layered pixel strategy on MetroNet’s site to capture users in multiple stages of the sales funnel, and retargeted those who didn’t complete the process, and excluded users who had signed up.
Strategy Our goal was to find prospects in MetroNet’s serviceable areas and drive them to the SSU page to convert them to new customers by signing up for MetroNet’s services online. Our strategy combined display and search elements to reach users throughout the sales funnel. We used both first-party and third-party data to find MetroNet’s potential customers, as part of our audience-first data strategy. Integrating search and display created a cohesive campaign in which the tactics worked together to ensure an optimal user experience. Additionally, we optimized our search campaign on SSUs rather than clicks and focused on keywords which showed intent to purchase or switch providers, thus driving orders by targeting in-market users.
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