Leading global Logistics company sees a 275% increase in contact form submissions
275% +
Contact Form Submissions
325% +
Product PDF Downloads
74% +
Conversion Rate
The Brief:
- Introduce and implement paid search and display to the existing marketing strategy.
- Reinforce the company’s position as a recognised leader in the UK, European, and global logistics sector.
- Increase brand awareness in existing and new markets.
- Influence an emerging community of buyers who have growing responsibility for logistics budgets.
Client: A market leader in worldwide Logistics.
Campaign: Paid Search (Google Ads).
Duration: 2019-2021
Region: UK + Europe
The Challenge:
With significant and continued growth in the logistics sector, it was important for the brand to cut through the space and identify new buyers.
Activities centred on four core initiatives:
- A rigorous process of search term vetting to ensure the campaign was not competing in irrelevant markets.
- Conversion Rate Optimisation (CRO) of all landing pages to correctly funnel buyers, partners, and resellers into the correct information and conversion points on the website.
- End-to-end tracking of the user journey, identifying any vulnerable or weak areas in the conversion funnel.
- Recapture audiences with secondary messaging using display banners.
In addition, the campaign set-up and launch required extensive coordination with internal teams to make necessary site changes and full set-up of coherent tracking.
The Approach:
Having established the correct audiences, the early phase of the campaign split-tested various ad texts to hone the most efficient ads. The opening stages focused on building up campaign data around a small number of specific services and category pages including, final mile logistics, warehousing, and full-vehicle logistics.
The data was used to remarket back to the audience with a secondary message, as well as building out fresh new audiences to target.
Success markers included contact form submissions, content asset downloads, and visitors requesting more info.
As the campaign progressed, new service categories were added to reach wider audiences and deliver a more complex brand message
The Results:
Over a 3-year period the PPC campaign delivered progressive results in a heavily crowded and highly competitive market. The client is already recognised as a leading brand in their space, so the challenge was to introduce new and existing customers to the broadened suite of services offered.
