Digital Marketing
Google Ads | PPC Management
Bensons Control Panels
Bensons is a leading UK designer and manufacturer of bespoke control panels and systems. Combining world-class technical innovation with cutting-edge processes and the highest quality components, Bensons are trusted by companies in a diverse range of industries throughout the world.
Where
they were
Bensons had invested in a new website and were using organic channels to drive traffic to the site. Focusing mainly on SEO, they were not seeing much traffic to the site nor many conversions and wanted to investigate alternative options.
Where they
wanted to be
Bensons wanted to generate a higher volume of high quality leads and effectively monitor the results to measure the Return On Investment.
The
Result
- 78% Increase in website form submission
- 37.5% higher Conversion Rate compared to organic traffic
- 400% Profit On Ad Spend
- £300k revenue delivered
How we got there
Identifying Target Markets /Audience Targeting
Keane spent time with Bensons to understand and define their key target markets which allowed them to define appropriate audiences within the platform considering factors such as demographics, interests, and behaviours.
Search Campaigns
Based on the desired outcome of attracting high quality leads, therefore customers with a high intent to buy, we implemented a search campaign with benefit driven messaging in the adcopy highlighting Bensons expertise and experience.
Bid Strategies
Based on the desired outcome of attracting high quality leads, Keane employed a bid strategy of maximise conversions with a target CPA (cost per action in this instance).
daily budget
As a first forray into paid advertising, Bensons were keen to trial Google Ads with a relatively humble spend. Keane advised on a benchmark daily budget which would fit within Bensons' expectations, at the same time as ensuring the campaign would provide enough data to allow Keane to assess the effectiveness of the campaign.
Conversion tracking
One of the first actions was to set up conversion tracking to ensure the campaign has the required information to deliver against the business objectives and the digital marketing goals. We focused on the key website actions that would ultimately deliver leads and enquiries to Bensons.
Reporting & Results
Keane's daily management of the account, combined with regular communication, snapshot reports and in-depth analysis with Bensons ensures continuing success of the campaigns.
Marketing Guides
Essential Guide to Marketing
This guide will take you through the essentials of marketing. It will help you to think about your strategy, your plan and what to consider when setting a budget.
Essential Guide to Online Marketing
This guide will take you through the basic principles of online marketing. It will help you to think about your strategy, your plan and what to consider when starting online marketing for your business.
