Client
ARB
Solutions
Mapping, Ad Extensions & Constant Refreshing
I made considerable optimisations to the account, including:
- Mapping out ad groups of the individual products on ARB’s website, then using this structure created a broad and exact version of these ad groups. This allows us to use broad keywords for research, then shift them into exact match to drive lower CPA.
- Ad group level ad extensions to increase quality score and serve the most relevant ads possible.
- Refreshing creative every 4-6 weeks and A/B test to ensure no ad fatigue, and that we were constantly exploring new opportunities.
Targeting, Measuring, Improving.
The target audience for ARB’s line of 4WD and ute accessories includes both outdoor enthusiasts and tradespeople who use utes as their primary vehicle. The campaigns I managed for ARB aimed to connect with these groups and encourage them to visit an ARB workshop for accessory fittings or to request ARB accessories when purchasing a new vehicle, rather than choosing accessories from the car’s brand.
One of the challenges in this approach was measuring the effectiveness of digital efforts, but by identifying key performance metrics and implementing a comprehensive, cross-channel strategy, I was able to achieve a significant increase in overall conversions for ARB.
Summary
- 29.76 % decrease in bounce rate
- 31.00 % increase in pages per session
- 48.27 % increase in conversion rate
- 134.4 % increase in store locator visits
"The work allowed us to refine our targeting while showcasing our brand across websites
that were more in line with our brand and a more reputable and engaged audience, driving
better traffic, proven by online conversion statistics.”
Mark Berger
Brand Marketing Manager at ARB
