Case Study
Cost-Per-Click Campaign Creation for LeSaint Logistics
Founded in 1983, LeSaint Logistics mission is to design, build and deliver flexible, integrated, market focused End2End Supply Chain solutions. LeSaint Logistics works with both large and small businesses to help them reach their supply chain goals. LeSaint Logistics specializes in design and delivery of integrated and effective supply chain management systems including End2End supply chain solutions. LeSaint works with a variety of businesses assisting them with warehouse management, inventory management and transportation challenges helping them achieve their supply chain goals.
The perfect lead candidate is represented by only a small pool of individuals focused on a very specific solution. In order to tap into this pool of candidates a very specific and focused approach was needed. Hive Digital recommended leveraging the power of Google’s AdWords program to generate the traffic LeSaint was seeking. Research into the keyword and competitor landscape was needed in order to maximize budget to provide results.
- Create customized paid search strategy
- Target both search and display marketing channels
- Target specific high ROI keywords and products
Hive Digital created a customized paid search marketing plan based upon LeSaints’s specific business needs. A highly focused CPC program for Google AdWords was established based on extensive keyword research and client communication concerning ideal lead persona, industry competitors, and marketing budgets and goals.
In order to optimize the available budget, very specific target keywords were used in order to maximize ROI from the CPC programs. Specific service offerings were chosen based on niche opportunities revealed during the analysis phase. During the course of the campaigns, analysis was repeatedly performed to gain insight into search behavior which could be applied to other marketing channel efforts.
A/B split testing of ads and landing pages helped improve conversions for both paid search and overall site visitation. In order to improve lead attribution a phone tracking system was put into place, which enabled phone calls derived from paid search traffic to be properly associated to the channel initiative.
Initiation of the paid search program immediately allowed LeSaint to increase their search visibility, and traffic derived, from keyword segments in which they had previously been invisible. CPC traffic began to collect quality leads almost from the start, and monthly lead counts rose over 288% after inception.
The program was expanded from the standard search network to include Google’s Display Network resulting in millions of ad impressions helping to increase brand awareness and reach potential leads outside of the search channel. The Display Network has also allowed for the identification of several highly relevant websites to which expanded marketing relationships have been executed upon.
The Hive Digital team was also very excited to present and share the results of our efforts with LeSaint at one of their major industry conferences and earn our place as the 61st Compass Awards Winner by TMSA (Transportation Marketing & Sales Association)
At a Glance
Goals
- Create Cost-Per-Click Programs
- Generate new traffic and lead conversions
- Learn industry keyword universe
- Target products in a competitive market
- Improve analytics and visitor insights
Results
- Improved search visibility
- Improved brand awareness
- Insight into search behavior and web site performance
- Increased lead generation 288%
- Decreased cost per acquistion 7%
- Contributed to 38% overall increase in traffic
- Contributed to 73% increase in overall average visitor value
- Compass Award Winner!
Learning
The data collected from the paid search program, such as highly converting keywords, new keyword niches and ad language, offers a wealth of information.
This information can be used in other channel objectives such as organic search, website improvements, display banner enhancements and even for offline marketing initiatives as well.
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