Case Study: How far can $25/week take you on Google?
Digital Marketing Case Study—Carbonxt
Carbonxt, a global activated carbon manufacturer, had a problem. They had a beautiful, recently redesigned website, but no way to get it in front of their target market: the key decision-makers for mercury compliance solutions at large utility plants. Their audience was also unaware of their unique product—non-corrosive activated carbons that do not cause plant damage, unlike competing products that create erosion over time.
The Challenges
- To develop an effective targeting strategy to reach Carbonxt’s niche target audience
- Create intriguing ads that inspire users to click and educate themselves on this new product
- Use just $25 a week in digital spend
The Results
We determined that a Google display campaign would be the best way to reach this small audience of decision makers, who are not all actively searching for a new compliance solution. Our team developed the key messaging, “Is Compliance Destroying Your Plant?” This headline, paired with “Source non-corrosive, domestically produced activated carbon” called attention to an industry problem, and offered a clear solution.
With $25 a week, we achieved…
66 clicks / week
Thanks to effective targeting methods and our straightforward ad, we achieved a $0.37 cost per click
11,782 impressions / week
Our ad was seen over 11,000 times per week on average, at an average cost of $0.0019 per impression
+99.77% increase in landing pageviews
There was a large jump in the number of people who viewed the page that our ad linked to
+34.29% increase in pages viewed per session
Users who came to the site via the campaign clicked around, boosting the page views per session for the period
Reduced bounce rate from 39% to 4.5%
The percentage of people who exited the site without interacting with it declined due to the influx of engaged users from the campaign
The data shows…
These results demonstrate that not only were we able to entice users to click on the ad, but they were the right users who were interested in the product.
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