Syncing National and Local Search

National branded strategies and local dealer campaigns work together to produce better results and improved costs in search marketing.

Kubota farm vehicle

The Goodway Group team has been an invaluable partner to us. We rely on them to provide insightful, data-driven, strategic guidance as we work to continually improve our digital marketing efforts.

John Lee
John LeeDirector, Marketing at Kubota Tractor Corporation
  • challenge icon mountain
    Challenge

    Kubota Tractor Corporation faces a multi-pronged challenge to marketing its residential, farm and compact construction equipment. With lengthy sales cycles, a narrow segment and significant price points, Kubota must focus on strategic engagement in the buyer’s journey. As their Digital Agency of Record, Goodway Group solves this multi-tiered challenge by optimizing to produce results that both support the brand from a national lens and create dealers of choice at the local level with scalable programs with maximum impact.

  • icon strategy target
    Strategy

    Goodway Group focused on marrying the search campaign strategies between the two tiers. The team used intelligent data to structure local campaigns that could customize and scale through the buying journey while supporting brand development with a new national campaign. Goodway teams launched and optimized these search campaigns as new data identified areas for growth and acquisition efficiency.

  • icon success modem wifi signals
    Success

    This strategic positioning between the tiers increased national CTR by 8.12% while reducing the cost per action by 13% YoY. Because Goodway teams focused on the national search strategy in concert with the local campaigns, Kubota saw improvements at each tier of the business. Iterations of the local campaigns reduced CPC on by 68% and reduced cost per action by 53%.

  • Results

    Data-based agility provided new opportunities to optimize search campaigns based on surges and trends by region.

    icon money network

    30%

    Decrease in Cost-Per-Click Nationally

    icon conversion lift arrow up

    8%

    Increase in Clickthrough Rates Nationally

    Icon performance Media

    68%

    Decrease in Cost-Per-Click Locally

    Recognition

    award adexchanger power players winner
    AdAge Best Places to Work 2021 Award

    Contact us to learn more about measurement solutions.

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