Scaling Hyperlocal SEM

By customizing paid search campaigns aligned to market-specific business needs, a Kubota dealer’s conversion volume increased by 157%.

farmer with ipad on farm
  • challenge icon mountain
    Challenge

    Kubota Tractor Corporation, a heavy equipment manufacturer, partners with Goodway to run its digital advertising co-op program. Over 400 dealer locations participate, and each dealership has unique goals, including Farmbelt Kubota in rural Mississippi. Farmbelt’s always-on paid search campaign serves as the primary lead driver for its owner, and he looked to drive an even higher ROI at the onset of the COVID-19 pandemic.

  • icon strategy target
    Strategy

    For each dealer, Goodway creates a customized campaign aligned to market-specific business needs. Hyperlocal targeting is critical as each dealership can only target corporate-assigned zip codes. Our team created 50+ specific ad groups for this Mississippi-based dealer, each with responsive search ads and hundreds of relevant broad and exact match keywords uniquely tailored to the local business.

  • icon success modem wifi signals
    Success

    In just months, Farmbelt Kubota’s paid search campaign surpassed all year-over-year benchmarks. Conversion volume increased 157%, and CPA improved by 63%. Additionally, CTR increased by 159%, with resulting CPC decreases of 28% year over year. These successes helped this local dealer persevere through the first half of 2020 in a truly unprecedented year.

  • Our approach to this heavy equipment manufacturer client showcases our ability to successfully manage hundreds of locally customized campaigns and deliver on key success metrics.

    Chelsey White
    Chelsey WhiteKubota National Account Lead, Goodway Group

    Results

    Our hyperlocal SEM strategy led to strong performance across all key metrics.

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    157%

    YoY Increase in Conversions

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    28%

    YoY Decrease in CPC

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    159%

    YoY Increase in CTR

    Recognition

    Award - Search Global
    Award - Search US

    To learn how Goodway can help build a successful digital strategy, get in touch.

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