Trimble

To start, we conducted thorough keyword research for each of the client’s key product categories. We then drafted ad copy that specifically addressed each product category and directed users to the most relevant product page on the client’s website. To track our performance, we set up and tested conversion tracking on the website.

With the client initially striving for lead generation, we optimized our campaigns to target users most likely to submit lead forms or reach out to Trimble dealers through the website. When the client pivoted towards a goal of maximizing traffic to the site, we reoptimized our campaigns to drive down cost-per-click (CPC), thereby generating more clicks from the same media budget. We also kept a close eye on website analytics to ensure we were still bringing quality, engaged traffic to the site.

After the marketing goal switched to maximizing traffic, we recommended adding Microsoft Search to our media mix. While Microsoft can’t compete with Google on available search volume, we generally see a lower CPC on Microsoft from the presence of less competition. Since implementing this platform, Microsoft Ads has seen a 30% lower CPC than Google, allowing us to greatly increase website traffic generation from our advertising.

Along with the introduction of Microsoft Ads, we made several optimizations to ensure we were making the most efficient use of media spend to hit marketing goals. Our efforts included homing in on the most effective keywords, testing ad copy variations, excluding irrelevant search terms, and testing bidding strategies.