Company Type:
Heavy Equipment Manufacturer
Goal:
Acquire new customers at an above average CTR
Tactics Used:
Display Ads: Keyword Search, Competitor Conquesting, Geo-Fencing
Challenge Outline:
This heavy equipment manufacturer was looking to acquire new customers and was unable to find a vender who could reach the target market and keep the CTR at or above .10%. Grenis was tasked to utilize our unique targeting capabilities to reach both the target audience and perform at the requested CTR.
Solution:
We started the digital marketing campaign with an expanded keyword set due to our expertise with national equipment manufacturing campaigns in the past. We built upon the keyword set using current SEO terms identified for the client’s competitors online to help give a competitive edge to the campaign. We soon added geo-fencing to help target physical dealers across the USA to increase scale and help identify more target customers. Once we saw a correlation between ads and offline store visits, we were able to make an educated decision to modify the campaign recency to further improve results.
Results:
Over the course of the campaign, the average CTR was .31% which is slightly more than triple the goal of .10%. With the success of the campaign the advertiser has increased budgets and launched additional campaigns allowing us to further segment audiences and create tailored messaging for to help promote individual dealer locations where equipment is sold.
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