Pilot Engines is a B2C Minneapolis based supplier of high quality remanufactured engines for vehicles and equipment.
Pilot Engines aimed to increase leads and ecommerce sales via their paid search advertising (Google AdWords) campaigns. They had an existing account structure and ongoing ads running. The organization was not measuring the full breadth of conversion actions available to users on the Pilot Engines website. As a result true paid search conversion data was opaque, and therefore the appropriate actions to take to improve performance were also opaque. If you don’t measure real conversions, you can’t focus on high converting campaigns.
Irish Titan began measuring all conversion actions available to users (setting up measurement framework), and allowed the campaigns to gather more complete conversion data via chats, quote requests, and other actions.
After data was gathered, Irish Titan prioritized the following:
- A sharper focus on higher converting campaigns i.e., applying budget, adjustments made between campaigns, other actions.
- Driving traffic to more beneficial, relevant, and conversion-oriented landing pages.
With Irish Titan’s strategic guidance, advertising funds are now more optimally utilized through the identification of campaigns and ad messaging that matches user needs and intent. This approach often leads directly to conversions.
With all conversion actions measured, Irish Titan’s ongoing ad optimization effort led to the following:
Irish Titan has been working with Pilot Engines for the past four years and throughout that time we’ve kept “Business First. Online Second” at the center of our relationship. We’ve gotten to know the ins and outs of their business, and after launching their website in 2017, we focused in on paid advertising campaigns to better reflect what Pilot Engines had to offer. The result was increased conversions, ecommerce sales, and giving them a better bang for their advertising buck.
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