Norgren Generate Nine Pounds for Every Pound Spent Through a Business to Business Pay Per Click Campaign
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.
The Challenge: Expanding Their Client Base
Norgren are an international engineering business that specialise in motion and fluid control technologies. They are part of the FTSE 250 listed IMI Group (£1.9bn annual group revenue), and offer 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.
The Strategy: Custom Landing Pages, Video Content, Offline Support
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 campaign based around the industry terminology that would only be used by prospects from this industry, reducing wastage from the outset.
The Results: Five Fold Increase in Traffic Delivered
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 manage all of Norgren’s Pay Per Click Marketing in 11 languages across 3 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
- For every pound spent on the campaign, Norgren generated almost nine pounds in revenue.
- Five-fold increase in traffic delivered to Norgren sites with minimal cost per click variance.
- Success resulted in the rollout of the PPC campaign across 19 countries, including France, Germany, Holland, Italy, Norway, Poland, Spain, Czech Republic, Australia, New Zealand and the United States.
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