Situation
An experienced engine remanufacturing and distribution company sought to branch out from their parent company and establish themselves as a primary knowledge hub in their industry. They began with paid media with no real knowledge of the platform (Google AdWords).
Challenges
The initial website wasn’t tailored to the buyer persona of a consumer looking for a remanufactured engine. The client’s website also had content strewn about in no discernable fashion with no cohesion to their menu or product offering, which lead to a difficult-to-navigate checkout process. Lastly, their paid media spend was being managed by an inexperienced partner and yielding less than favorable results.
Responses
Partnering with Irish Titan allowed us to build them a proper ecommerce website that allowed a more streamlined checkout process, which opened up a whole host of opportunities for advertising. Also, the vast majority of Pilot Engines’ buyer persona was going to want to talk directly with a knowledgeable sales representative before buying a several-thousand-dollar engine. While some of their paid media was allocated to Click to Call, they had been using a paid service. We switched them directly to AdWords integrated Click to Call, which cost nothing beyond standard advertising costs and adjusted the bidding structure to place an emphasis around calls.
Result
By implementing the new Click to Call strategy along with a revamped and fresh looking website, Pilot Engines was able to tangibly see the fruits of their labor (proper conversion rates were now being reported). On top of that, reporting shows a 153.85% increase in conversions since Irish Titan took over management of the Pilot Engines digital strategy.
the total increase in conversions
the total increase in clicks
reduction in cost/converted click
Services Provided
- Rebuilt website on a proper ecommerce platform
- Implemented AdWords Click to Call
- Redistributed bids and budgets within Adwords to accurately reflect the market
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