Client: National engine manufacture.
Objective: Generate product awareness and benefits to small engine dealers and lawn care professionals by driving a large volume of traffic to their website and adding qualifiers to increase time on the site and pages per visit to ensure qualified visitors.
- Facing multiple B2B audience channels.
- Marketing component products.
- Confusion with consumer products.
- Technical obstacles while tracking conversions.
A 30-day test run of the client’s campaign to analyze performance and discover the best keywords, optimize the best performing ad copy and optimize site links.
Additional optimizations include:
- Create Mobile Ads
- Add and test Site link extensions and phone extensions
- Included ads with dynamic keyword insertions
- Variation of matching types
- Optimize Geotargeting
After testing different keywords and ad copy for the first two months, we found that our approach increased the CTR above the industry average of 1%. We finished with an overall CTR of 5.42%, which is extremely rare.
- Bounce Rate: 25.55% – Better than Organic and Direct Traffic
- Pages / Session: 4.51 – Higher than Organic and Direct Traffic
- Session Duration: 3.10 min – Higher than Organic and Direct Traffic
- Conversion Rate: 28.09% (Find a Dealer page, Visit a partner page or go to Engines page)
- Auction Insights: #1 in the Industry by far! (Monopoly)
Avg. Session Duration