Heavy Equipment Dealer Sees 60% Increase in Conversions with Smart Bidding

Overview

Adpearance has been testing Google Smart Bidding technology for more than a year to develop low-funnel, lead generation campaign strategies that perform for our clients. Since switching over to the new bid strategy two months ago we have seen amazing results across industries, including heavy equipment.

Challenge

Smart Bidding didn’t perform well out of the gate and actually yielded increased cost-per-click and cost-per-conversion. After running dozens of tests over a year-long period, we’ve identified how to leverage this real-time intent-based bidding strategy to maximize performance for heavy equipment clients. 

Solution

Adpearance is able to deliver more conversions at a lower cost using a unique account structure, premium conversion tracking, and Smart Bidding tech. Smart Bidding efficiently identifies in-market shoppers with the intent to buy, enabling us to advertise on high-traffic keywords that were previously high cost. For businesses like heavy equipment dealers who have always had a large sales territory, Smart Bidding hasn’t increased the territory size, but dealers are now able to identify shoppers with the intent to purchase much more efficiently.

We are able to feed Smart Bidding the high-quality data it needs for machine learning to determine which users are most likely to convert, utilizing our sister company Foureyes’ tracking technology for better tracking of all conversions. Since rolling out our unique account structure strategy, our heavy equipment client has seen 60% more conversions at a 22% lower cost-per-lead.

We believe our unique solution will give our clients a competitive edge and improve business results. Compared to year-over-year averages, there has been a 36% lower cost-per-click, a 47% increase in form submissions, and an overall 52% decrease in the cost-per-conversion. The exact same client and budget, but with a radically stronger performance.

Want to learn more about how Smart Bidding +  Adpearance can help your business reach more customers? Reach out for a free digital analysis to get started.