INDUSTRIAL > CONSTRUCTION EQUIPMENT DISTRIBUTOR
Leads + Cost per Lead
CHALLENGE
The client is a fluid power distributor that sells pneumatic equipment, hydraulic equipment and air compressors with a sales territory that includes the eastern two-thirds of Missouri and the southern two-thirds of Illinois. They are much more than a distributor though, They provide field service of air compressors and hydraulic equipment, delivering engineering and product expertise.
The client has been and continues to be driven by a strong sales force. However, an untapped opportunity was found in paid search marketing. The client goal is to drive additional leads to the client's website through targeted paid search ads, employing a dedicated landing pages to maximize conversion rates.
STRATEGY
Our initial focus consisted of the air compressor category, eventually shifting into other lines of equipment and service. Given the lack of historic SEM data, we used the first month to broadly target a wide range of keywords, working to identify the ones that perform the best, taking into account attribution modeling to understand higher funnel impacts. Also during the first month, we worked to systematically adjust targeting, tightening targeting by adjusting negative keywords, matching options, day parting and other options to improve campaign performance.
We deployed customized landing pages as soon as possible, enabling the client to deliver a relevant message to the user based upon their search term.
We recommended testing different messages, not only in the ad copy, but also in the landing pages. This enabled us to identify the headlines, images and calls-to-action that resonate best with end users.
The client's products and services involve considered purchase cycles in a competitive environment. Because of that, we recommended employing retargeting to stay top of mind from consideration to selection.
While Bing retains a modest market share, we found this to be fruitful in our efforts to drive more leads at a lower cost.
RESULTS
- 359 percent increase in paid search leads
- 81 decrease in cost per lead