tSunela

  • About Us
    • JoAnna Dettmann
    • Kaysha Hanock
  • Passion Projects
  • Services
    • Search Engine Optimization (SEO)
    • Local SEO
    • Search Engine Marketing
    • PPC Management
    • Web Design
    • Social Media Marketing
      • Facebook Best Practices for HealthCare
      • Pinterest How To Guide
    • Agency Partnerships
  • Industries
    • Healthcare
      • Healthcare SEO
        • SEM for Private Physicians
        • SEM for Psychiatrists
        • SEO for Dentists
        • SEM for Hospitals and Medical Groups
        • SEM for Orthodontists
      • Local SEO for Healthcare
      • Healthcare Paid Search Advertising
      • Social Media Marketing for Healthcare
    • Higher Education
      • Higher Education SEO
      • Local SEO for Higher Education
      • Higher Education Paid Search Advertising
      • Higher Education Social Media Marketing
    • Legal
      • Search Marketing for Legal Industry
      • Legal SEO
      • Local SEO for Legal
      • Legal Paid Search Advertising
      • Social Media Marketing for Legal Industry
      • SEM for Personal Injury Attorneys
      • SEM for Mesothelioma Attorneys
    • SEM for Small Businesses
    • Other Industries
  • Clients
    • Results
      • Education SEO
      • Healthcare SEO
      • Healthcare Website Redesign SEO
      • Healthcare PPC
      • Healthcare Social Media
      • Hospital Social Media
      • Industrial PPC
  • Contact Us
    • Employment Opportunities
  • News
314.721.8813

Industrial PPC

The Benefits of Real-Time Paid Search Campaign Adjustments for Best Results

The Client:

A large chemical supplier with chemical plant locations across the country engaged tSunela in 2013 for help with a paid search campaign.  They initiated the campaign to garner long-term, big-budget contracts from new sources of business. However, they were targeting the entire U.S., 24 hours a day, 7 days a week, with a very generic campaign and a budget far less than their top competitors. tSunela suggested more specific parameters for the campaign and a budget increase.

The Challenges:

The internal team listened to tSunela’s suggestions, but ultimately decided to keep the same budget and to continue targeting the entire U.S, 24/7. In addition, the client’s digital marketing department was experiencing significant turnover so points of contact were always in flux. Despite these challenges, tSunela achieved an average click-through rate of 1.73% which resulted in the collection of 221 interest forms. The problem, though, was that these inquiries were not coming from priority prospects. From this effort, the company received approximately one piece of one-time-purchase business per month.

The Solution:

Once the new internal team was in place, tSunela met with them to discuss the current situation and recommendations for improved results. This time, the team was open to tSunela’s suggestions. First, tSunela refined the geography targets to a 250 mile radius around every chemical plant in the U.S. When this only accounted for a minor increase in inquiries, tSunela refocused geography targets to only include states in which priority prospective customers were headquartered and top potential growth states. The paid search campaign was also adjusted to only run Monday through Friday during peak business hours. These adjustments helped stretch the budget and more precisely target the campaign for greater potential payoff.

The Results:

The combination of campaign refinement and the client’s cooperative and flexible attitude resulted in a click-through rate increase to 2.47%. In just a three-month period, 168 inquiry forms were completed (compared to the 221 forms over the course of the entire year in 2013). More importantly, however, the quality of the leads had significantly improved. The company was now executing multi-year, 7-figure contracts with new customers. Through educational discussions and campaign refinement, this paid search campaign evolved into a significant revenue generator for the company.

Contact tSunela today for more information on our internet marketing services.

Contact Us

Location

  • tSunela
  • 4436 Olive Street
  • St. Louis, Missouri 63108

Contact Us

  • tSunela
  • o. 314.721.8813
  • e. info@tSunela.com

Connect With Us

  • Facebook
  • Twitter
  • LinkedIn

Copyright © 2023 · tSunela · Powered by 9Seeds