Driving Large Volumes of Traffic to Your Website: A Manufacturing Case Study

Industry:  Manufacturing

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.

Challenges:

• Facing multiple B2B audience channels.
• Marketing component products.
• Confusion with consumer products.
• Technical obstacles while tracking conversions.

Optimizations:

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
• Dayparting
• Add and test Site link extensions and phone extensions
• Included ads with dynamic keyword insertions
• Variation of matching types
• Optimize Geotargeting

Campaign Results

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)