Motion and fluid control specialists Norgren asked ClickThrough to help them find new clients in a mature industrial market. The result was a PPC campaign built around prospects needs, which generated a significant increase in enquiries.
BRIEF: Create a PPC campaign to find new customers, drive brochure downloads
TARGETS: Find new clients, improve visibility
OUTCOME: £9 return for every £1 spent, five-fold increase in traffic, PPC roll-out across Europe, Australia and the US
Norgren is an international engineering business which specialises in motion and fluid control technologies. It is part of the FTSE 250 listed IMI group (£1.9bn annual group revenue), and offers products under the trusted Herion, Buschjost, KIP and Webber brands.
To maintain their growth, Norgren wanted to expand their client base outside of their traditional customers. Their target market (manufacturing companies who use pneumatics in their own products) were proving difficult to reach using traditional online and offline marketing methods.
ClickThrough identified that this informed audience preferred to work through product brochures themselves, and then speak to a technical specialist to answer any queries they might have, rather than be pushed into a sales process at the outset.
With this knowledge, our conversion experts developed bespoke landing pages, incorporating brochure download calls-to-action, video content and the creation of a dedicated AdviceLine for prospects to call for specific advice relevant to their needs from Norgren product specialists.
Then, working with Norgren, ClickThrough created a PPC marketing campaign based around the industry terminology that would only be used by prospects from this industry: reducing wastage from the outset.
As a direct result, Norgren received a significant increase in brochure enquiries, including one lead which turned into a multi-million pound client contract. In the UK, at the peak of the campaign, almost half of all clicks resulted in brochure downloads. Thanks to the success of this campaign, ClickThrough now manages all of Norgren’s pay per click marketing in 11 languages, across 19 countries in three continents (North America, Europe and Oceania).
“ClickThrough has made Norgren’s motion control expertise central to our Pay Per Click campaign. This informed approach has paid dividends by helping us to expand our customer base considerably.”
Ian Jarrett, global communications manager, Norgren Express
Key PPC Campaign Takeaways
- Return on investment: £9 for every £1 spent
- Increase in traffic: 400%
- Number of countries involved in PPC campaign: 19