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Earthforce

Situation

In 2018 EarthForce sought to build brand awareness among potential customers who were seeking aftermarket skid-steer parts. As a relatively new brand to the market, EarthForce had a network of dealers to sell their product but were looking to increase awareness of their offerings and gain additional customers through their e-commerce site.
 

Objective

Earthforce hired Odney to develop a highly targeted digital campaign to build brand awareness and drive visits and conversions on their e-commerce site, to ultimately increase brand retention, sales and revenue.

Strategy

At Odney, our strategies are always data driven. Using results from previous EarthForce digital campaigns such as where customers were coming from, where they dropped off from the site before making a purchase, and how they were making purchases online; our team was able to develop a digital campaign that specifically targeted users who were looking for parts for particular skid-steer brands. We tailored the campaign to serve EarthForce ads directly to those consumers seeking those specific brands.



Results

Website traffic generated by the digital campaign was 83.2% of all traffic with 54,576 sessions, of which 46,499 were new users that had not accessed the site before. This accounts for 84.5% of all new users. During the calendar year, each dollar spent on shopping ad digital strategies increased revenue by 243%. The campaign drove qualified traffic at an efficient rate of $0.98 per click by avoiding higher cost generic keywords and concentrating on specific products within a very competitive environment.

83%

of website traffic

was generated by the digital campaign

46,499

new website users

attributed to this campaign

Related Work

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