Boart Longyear is a 125-year-old company who is currently the global leader in mining and drilling products and services. They were in the process of redesigning and improving their website and overall visual collateral and content strategy.
Boart Longyear also wanted to get more sophisticated with their lead generation program and was looking for a new vendor to increase the quality their lead generation efforts, improve the overall lead quantity, and provide them with additional information they could use to enhance their overall marketing strategy.
- MARKETING STRATEGY
- LEAD GENERATION
- PAY-PER CLICK
- SEGMENTED MESSAGING
- A/B TESTING
SOLUTION FOR BOART LONGYEAR:
We started by taking over their existing PPC campaign and modifying the structure to meet industry standards. We created a new independent Google Ads account and adjusted their overall bidding strategy to meet budgetary constraints. After an initial period we narrowed down the overall keyword strategy, did a competitive assessment and implemented some initial recommendations which helped Boart Longyear stay competitive without driving up costs.
After the new website launched, we implemented conversion tracking and remarketing campaigns to capture potentially lost leads.
A/B tests on creative and tweaking tactical measures to continue to improve overall conversion rates are ongoing.
BOART LONGYEAR RESULTS:
- 223.7% overall increase in conversion rate
- Average 23.48% MoM increase in lead conversion rate over six months
- Spend optimized and reduced by 55.56% vs. prior marketing vendor
- Aggressive tracking and enforcement of company trademarks