How we ran 41 PPC campaigns across multiple markets
- Project type:
- Paid search
- Country/region:
- Global
- Industry:
- Manufacturing
Results
21%
decrease in cost-per-click (US market)
3.2%
decrease in cost-per-action (US market)
28%
increase in conversions (US market)
21%
decrease in cost-per-click (EMEA market)
189%
increase in conversion rate (EMEA market)
63%
increase in conversions (EMEA market)
14%
decrease in cost-per-click (Latin American market)
78%
increase in conversion rate (Latin American market)
2%
increase in conversions (Latin American market)
Challenge
Our client, Graco, is a worldwide leader in fluid handling. It manufactures and markets premium equipment to move, measure, control, dispense and spray a wide variety of fluid and powder materials.
Graco wanted to expand its PPC campaigns to new markets, whilst maintaining growth in its existing markets, without increasing the overall cost-per-action.
Solution
Our international PPC experts embraced the challenge, taking on Graco’s 8 ad accounts and running and optimising 41 PPC campaigns simultaneously.
The project covered 11 countries across 3 regions:
- The US
- EMEA: France, Germany, Italy, Spain, the UK and Turkey
- Latin America: Brazil, Colombia, Ecuador and Peru
Execution
- We created a tailored paid search strategy for each market, taking into consideration the other markets’ data.
- We took a data-focused approach, running A/B tests and selecting the most appropriate campaign types.
- We targeted the full marketing funnel, from brand awareness to remarketing.
- We performed ongoing optimisations at the ad group level to ensure growth.
- We opened a global exchange hub for an integrated paid search strategy.
- We expanded the PPC campaigns to different search engines where we found less competition, to guarantee a cheaper cost-per-action.
- We performed data analysis, comparing data from the Google Ads conversions and qualified leads in the CRM.
Webcertain truly embeds itself into our business by understanding our corporate structure, our success metrics, and working together as one team to achieve results. Thank you, Webcertain!
Geoff S. Angell, Digital Strategy Manager, Graco.