Xtropy

Please describe your company and your position there.

I am the Head of Growth Marketing at Rite Aid. We are an omnichannel retail and pharmacy company with over 2,500 stores around the United States.

For what projects/services did your company hire Xtropy, and what were your goals?

We hired Xtropy to manage our omnichannel marketing campaigns within our Google and Bing Ads account. Our goal was to partner with them to create and implement search marketing campaigns that would support our internal business goals.

How did you select this vendor and what were the deciding factors?

Xtropy came to us on the recommendation of a colleague that had worked with them in the past. After meeting with the team and determining that they were qualified, had the expertise we were looking for and would be able to provide the level of service we required, we decided to bring them on.

Describe the scope of work in detail, including the project steps, key deliverables, and campaigns.

Our work with Xtropy was for full service management of our paid search and shopping campaigns. This included budget management, existing campaign optimizations and recommendations, keyword research, writing ad copy, and other items around campaign management. We also requested and received regular reporting and detailed performance notes on a weekly basis.

How many people from the vendor's team worked with you, and what were their positions?

We had 3-5 individuals working on our account, including the founder of the company, a project manager and specialists within specific areas of expertise.

Can you share any measurable outcomes of the project or general feedback about the deliverables?

We saw a significant amount of success within specific high value campaigns from the point whenever Xtropy began management. Our Google Shopping campaigns were able to scale as we tested into new campaign types at Xtropy's recommendation. We also had a very high visibility pharmacy focused campaign that reached it's most efficient levels while Xtropy was leading the management.

Describe their project management style, including communication tools and timeliness.

Xtropy was incredibly responsive, particularly when considering time zone differences and a very transitional period for our company that resulted in frequently changing plans and targets. They were always available to hop on a call or dive in on requests whenever we needed them.

What did you find most impressive or unique about this company?

I think there was a service level that they gave to us that you don't always get with all agency/client relationships. They were ready, willing and able to serve as thought leaders in the space. I particularly enjoyed some of our more off the cuff brainstorming sessions, which were really productive for the company.

Are there any areas for improvement or something they could have done differently?

We had a couple of snags as we were transitioning them onto the account, although there were a lot of factors at play. They were quick to resolve all issues and to quickly move onto a very productive and enjoyable partnership!

Please describe your company and your position there.

Bright Orange Thread is a digital marketing agency that helps clients give away their expertise for free. We drive traffic and create web experiences that fill the customer's pipeline. I am a project manager and marketing strategist.

For what projects/services did your company hire Xtropy, and what were your goals?

We wanted to help clients increase their traffic through Google Ads campaigns. Our goals were to build campaigns that brought qualified traffic to our client sites. We also wanted ads to be optimized for the industry and ensure tracking was well set up so we could help clients measure the ROI/

How did you select this vendor and what were the deciding factors?

We were referred to Xtropy through a contact. We spoke with Jim and the team and felt their deep knowledge would be an asset in developing effective ad campaigns for our clients.

Describe the scope of work in detail, including the project steps, key deliverables, and campaigns.

Xtropy has helped us manage several client campaigns over the years. Most recently, they are helping us manage work for two clients–a propane company and a home sale company. Setting up a new campaign is a critical juncture. Xtropy's intake process helps make sure we are setting up the campaigns in an effective manner.

Our kickoff call with Jim and the team always raises good questions about the client's goals and helps us confirm our goals with them. Their intake forms ensure we can ask for everything we need from the client up front, so that the process is easy for them. Reporting is always easily accessible. This is useful from our project management standpoint to evaluate the results and ask questions to unlock Xtopy's deeper expertise.

Xtropy is responsive and forward thinking when it comes to finidng solutions that will fit our client's industry. For example, they recommended weather based triggers for our propane client. This resulted in optimized ad spend to help the client maximize their budget.

How many people from the vendor's team worked with you, and what were their positions?

We work with Jim - the lead strategist, and Brie, the project manager.

Can you share any measurable outcomes of the project or general feedback about the deliverables?

Xtropy has helped drive down the clients cost per click while increasing conversions. Suggestions like DSA campaigns in conjunction with our conversion rate optimization have helped the client achieve a 3:1 Life time ROI on ads.

Describe their project management style, including communication tools and timeliness.

Xtropy is very responsive. From the calendly link to book a meeting, their online intake forms, and always-accessible ad reports, I know I can access data or answer questions at any time.

What did you find most impressive or unique about this company?

Their knowledge of the industry and commitment to be forward-thinkers when it comes to Google's trends. They are early adopters of new Google products. This unlocks more opportunities for our clients.

Are there any areas for improvement or something they could have done differently?

We meet often and are in constant contact with the Xtropy team. Our end-of-year meeting was extremely insightful. Quarterly strategy reviews to help educate us on trends so we are prepared with recommendations would be something to think about integrating.

Introduce your business and what you do there.

I’m the owner of a hair, skin, and nails direct-to-consumer brand.

What challenge were you trying to address with Xtropy?

We needed help with Google Ads, product placement, and ad placement.

What was the scope of their involvement?

They manage Google Ads for two of our brands. We’re in the haircare and nutritional supplement business and there are always Google restrictions with OTC products. Xtropy offers expertise in getting our products approved with specific wording.

 They test how ads are working and measure them. The team handles our shopping feeds and budgets. They also evaluate our click-through-rates.

What is the team composition?

I work with Brieanna (Project Manager) and Jim (Owner). There’s also a team of people he delegates tasks to in respect to our account.

How did you come to work with Xtropy?

They were referred to us by our social media management firm. I checked out their reviews on Clutch, too. The rest is history.  

How much have you invested with them?

We spend $6,000–$7,000, including ad spend.

What is the status of this engagement?

We started working together in June 2020, and our work is ongoing.

What evidence can you share that demonstrates the impact of the engagement? 

We’ve had some products that have done very well with them. I used to call them “sleeper products” because they weren’t moving really well. All of a sudden, they’re moving well because the way the ads are presented is more optimized.

How did Xtropy perform from a project management standpoint?

They’ve been excellent. If I send them an email, I get a response within 24 hours. I always get a detailed, effective response whenever I ask for an update.

They give us a monthly report where we can see our ROAS. I have direct communication with Jim via email. We also have quarterly and semi-annual calls that go over trends and what we’re looking to accomplish.

What did you find most impressive about them?

Their transparency stands out. They’re spending our money and take ownership in that. They know if they’re not doing a good job, they won’t have clients for very long.

Are there any areas they could improve?

No, I can’t think of anything. Things have gone relatively well.

Do you have any advice for potential customers?

My advice is to give them all the information they need to know about your business. Share knowledge about your products, your product margins, and what you want to accomplish. Be as transparent as possible in telling them what you want. That enables them to do the job better.

Introduce your business and what you do there.

I’m the COO for a real estate company under Alicie Inc.

What challenge were you trying to address with Xtropy?

Back in 2013, SEO was beginning to grow in the real estate market space, so we started to implement it as part of our business However, as we continued to grow, we realized that we needed more expertise in that area. We sought out an SEO group that was familiar with real estate and could support us in our specific geography.

What was the scope of their involvement? 

We’ve developed a partnership with Xtropy over the years to manage our SEO. Early on, the work was about developing a strategy that aligned with our business. They helped us understand how we wanted to put ourselves out in the marketplace so that we could best capture the right clientele. After designing our strategy, they built it out in the marketplace and have continued to monitor our exposure.

From a functional level, they bring to the table a talented group with a cross-section of skills, including graphic design, advertising, video production, technical SEO support, and even automation for our workflows. Over time, they’ve come to learn what we’re looking for and how to represent our business. The team now provides content for us based on their understanding of our company.

What is the team composition? 

Jim (Founder & CEO) works with us on our strategy. As he comes up with projects, he implements certain team members to work on them. We’re in touch with 4–5 people on a regular basis, depending on what we’re working on. There’s a technical person who helps us automate any activity that goes into the marketplace. Then, we have a graphic design group that works on our banner ads and campaigns. Finally, we work with a group for our video content.

How did you come to work with Xtropy?

We’d worked with SEO agencies before that had great track records but were either outside of our industries or weren’t a good fit. When we found Xtropy, we chose them because they had knowledge of not just our geography but also our industry. That combination really made a difference.

How much have you invested with them?

Excluding paid ads, we’ve spent in the range of $400,000–$500,000.

What is the status of this engagement?

They’ve been working with us since 2013.

What evidence can you share that demonstrates the impact of the engagement?

We’ve grown significantly since working with Xtropy. They’ve helped us double our business every four years, which shows consistency in their work — it’s not like we just had an anomalous year of good fortune.

Their team has grown with us throughout that evolution, too. They’ve produced a lot of really good material for us that has gained solid traction in our marketplace. It’s almost like having our own marketing department, even though they’re an external team.

How did Xtropy perform from a project management standpoint?

Our normal marketing for our product follows a regular schedule, so they know how to go about that workflow. For the strategic target marketing that we do on specific campaigns, we have a tighter time frame. 

Xtropy does a pretty good job of meeting our scheduled timelines because we talk about them in advance. The only instance where we fall out is when we aren’t collectively satisfied with an end product and want to make it even better. Aside from that, the team operates much in the same way that we do: swiftly but not randomly.

What did you find most impressive about them?

Rather than any one given element, it’s their various fronts that really make this partnership successful. Xtropy is great at what they do in their industry. They have the right kind of expertise and market knowledge as well as experience in real estate marketing, all of which are what I need as a company. On top of that, they’ve proven to be very willing partners over time. These aspects holistically make a big difference.

Are there any areas they could improve?

No, they’ve been very consistent and forthright in all that they do. I don’t see any need to improve because they stay in front of everything.

Do you have any advice for potential customers?

When looking at SEO, you have to understand that there are a lot of players in this space. It’s a combination of science and art, and there’s also a lot of trial and error involved. You really have to do your due diligence to find the right partner.

It’s just like in real estate — when you’re out there shopping for a home, you want a trusted adviser. In business, you have to have that, too. Once you find a trustworthy agency, you should invest in that company to develop a partnership. If you have synergy, then you’ll find success.

Introduce your business and what you do there.

I’m the finance director of Zuno, Inc. We have several products under our brand, including an online invitation service. 

What challenge were you trying to address with Xtropy?

We wanted to run a new-to-market digital marketing campaign.

What was the scope of their involvement?

Xtropy initially ran a six-month Google Ad campaign to raise brand awareness and acquire users. They’re providing ongoing digital marketing campaigns.

What is the team composition?

We work with 2–3 people from Xtropy, including the company’s owner.

How did you come to work with Xtropy?

An employee previously partnered with Xtropy and recommended them.

What is the status of this engagement?

We began our ongoing partnership in October 2019.

What evidence can you share that demonstrates the impact of the engagement? 

Xtropy is knowledgeable, and the quality of their service is impressive. We extended our engagement with them because we were so pleased with the initial results.

How did Xtropy perform from a project management standpoint?

Their team provides monthly reports and analysis. We have quarterly meetings too. We also have access to the Google Ad dashboard. They’re quite responsive and usually respond to us within a day.

What did you find most impressive about them?

They’re down to earth, which facilitates easy communication. Their team gives us excellent recommendations and meets all of our expectations.

Are there any areas they could improve?

In the beginning, they could have made processes clearer.

Do you have any advice for potential customers?

Work with them. You won’t regret it.

Please describe your company and your position there.

I am the President of an online company that provides supplements for pets and humans. We have been in business since 2008 and started working with Xtropy Web Marketing from the beginning.

For what projects/services did your company hire Xtropy Search Marketing?

We were looking to spread the word about our products to customers online.

What were your goals for this project?

We wanted to increase sales in a very competitive market. Over the years, the market space has become even more competitive as more online retailers have entered the market place.

How did you select Xtropy Search Marketing?

We searched online and received bids for our web marketing services. After receiving Xtropy's proposal and meeting with them they became the clear choice.

Describe the scope of their work in detail.

After we selected Xtropy, we had a number of meetings to develop a marketing plan that was subsequently implemented with great success. It has been revised and honed over the years in response to changes in the market.

What was the team composition?

Originally, I worked with the founder of Xtropy, Jim Hammerel. Over the years, as Xtropy has expanded we have continued to work with Jim and his staff members as Xtropy has grown.

Can you share any outcomes from the project that demonstrate progress or success?

Since we began working with Xtropy our sales have increased by 90% despite a changing marketplace and the challenges presented by world events.

How effective was the workflow between your team and theirs?

Xtropy staff members are exceptional to work with. Their response to our marketing needs has been outstanding. Over the years, we have had regular meetings and they are always available on short notice should an immediate need arise.

Jim and his staff have done an outstanding job of mapping out short and long term goals and are very proactive in developing strategies to assist in our success. They are always aware of the latest trends in digital media and they help us stay relevant in a fast-changing market.

What did you find most impressive about this company?

I continue to be amazed at the knowledge of Jim and his staff. They have kept me informed of current trends and gently encouraged me to take action that has resulted in our business remaining competitive.

Not only have Jim and his staff done a great job for us, but they present their suggestions in a way that a non "techy" person can understand. They never talk down to us or make us feel foolish for asking any question. Their calm, patient manner has made them a pleasure to work with in a fast changing "tech" environment.

Are there any areas for improvement?

I can't think of anything Xtropy and its staff could improve on. They continue to be responsive, knowledgeable and easy to work with during these challenging and stressful times.

Please describe your company and your position there.

We are building a software platform for organizations to protect against infectious disease

For what projects/services did your company hire Xtropy, and what were your goals?

To analyze traffic to our web page

How did you select this vendor and what were the deciding factors?

Highly recommended from another vendor of ours

Describe the scope of work in detail, including the project steps, key deliverables, and marking tools used.

They tracked daily visitors to our web page, segmented by multiple variables, including geography, organizations, personal demographics, etc

How many resources from the vendor's team worked with you, and what were their positions?

We worked primarily with the CEO

Can you share any measurable outcomes of the project or general feedback about the deliverables?

Was very helpful understanding who was visiting our page, and the info will pay dividends for us as we launch campaigns in the future.

How effective was the workflow between your team and theirs?

Worked well - was mostly via email. Always responsive.

What did you find most impressive or unique about this company?

They have an impressive turnaround time. We needed them to begin our project within 48 hours of first contacting them.

Are there any areas for improvement or something they could have done differently?

No

Please describe your company and your position there.

We are a media planning and buying firm and often need the expertise of Xtropy's Google knowledge, marketing and implementation. Jim, the owner is the best!

For what projects/services did your company hire Xtropy?

We work with Xtropy primarily on a major utility company, a local Catholic high school and a biotech company at the moment. We always consider, recommend and use Xtropy whenever Google tactics are needed!

How did you select this vendor?

They are a solid known entity that outperforms all expectations!

Describe the scope of their work in detail.

We have worked with Xtropy using Google Search, Discovery ads, TrueView, Google Display Network as well as any beta products that may be applicable

What was the team composition?

We have worked with Jim as well as his amazing implementation and reporting team.

Can you share any outcomes from the project that demonstrate progress or success?

Varying by client and product, Xtropy delivers at or above performance estimate metrics.

How effective was the workflow between your team and theirs?

Easy! They constantly use different software to make each step more and more efficient each time!

What did you find most impressive about this company?

They are always up to date on the newest developments from Google.

Is there any area for improvement or anything that could have been done differently?

No!