AAA

Digital Media & Paid Search Campaign

Driving Memberships

How &Barr helped AAA gain a nearly 80% increase in membership sign-ups in 8 months.

What We Did

Paid Search, Integrated Media

How It Mattered

An uptick in membership sign-ups is good for any business. But with AAA, it means more drivers are protected when they’re on the road.

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Divide & Conquer

Between account strategy, day-to-day club relations, and Google campaign management, the AAA National account team was stretched thin. &Barr stepped in as a strategic partner, taking over the daily management of all club campaigns within the Google platform to better ensure they were receiving the attention required to drive continual performance improvements.

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A Successful Solution

&Barr successfully transitioned 15 AAA club paid search accounts and managed over two hundred AAA club campaigns over a period of fifty days. After the initial transition, we implemented a number of strategies, including transitioning campaigns to an automated bid strategy, utilizing responsive search ad creative, and keyword updates based on research and forecasting, that immediately garnered positive results.

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Smart Spending

Throughout the campaign, &Barr has worked with AAA to provide a more integrated media strategy, redistributing AAA’s budget to expand efforts beyond Google paid search to include additional campaigns across new, more diversified channels including Google Discovery, Display, YouTube, and CTV/OTT, as well as additional campaigns to support Travel and Insurance.

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Driving Results

Since taking over paid media campaign strategy and management in March of 2021, &Barr has been able to drive a 79% increase in membership sign-ups through google channels, and more than 200,000 total membership sign-ups across all campaigns.