Tobermore

Strategic Search and Display remarketing to increase relevant traffic

Background

Tobermore began life as a humble sand and gravel business started by the Henderson family in 1942. Almost, 75 years later, they are one of the top paving and walling manufacturers in the UK and Ireland.

The Challenge

Tobermore’s new website development, combined with the competitiveness of the construction industry, resulted in non-existent SEO rankings for their website. Therefore, we were tasked with increasing brand awareness, strategically advertising their high value products, and driving relevant traffic to recover/combat the drop in organic rankings caused by the new website launch.

The priority for digital activity focused on targeting the under-performing sections of their website, aiming to capture the interest of professional builder and architect audiences.

The Approach

In order to address these challenges and meet the client’s objectives, we implemented a strategic combination of digital advertising that included Search advertising and Display Remarketing.

Search advertising was implemented initially, utilising keywords related to Tobermore’s main products. Targeting methods on the Search Network varied for the two main sections of Tobermore’s website; ‘For Professionals’ and ‘For Homeowners’.

For the ‘Homeowners’ audience, we narrowed targeting to reach only Northern Ireland and the Republic of Ireland due to Tobermore’s business location, and the consequent greater interest in their products amongst Homeowners within the domestic market. Focusing solely on Ireland allowed us to reach users who were at an early consideration stage with Search ads. For the ‘Professionals’ audience who were less brand aware and more likely to order an overseas delivery, we targeted England, Scotland and Wales. Additionally, smart bidding strategies were incorporated across all Search campaigns, increasing the number of conversions and improving Search Impression Share.

Finally, to support the Search campaigns, we also implemented Display Remarketing to strengthen brand awareness and drive interested users back to the website. As the brand name was less established within mainland UK and intent was much lower, we placed a strong focus on the ‘Professionals’ audience for the Display Remarketing campaign in order to improve this.

Results

Since working with Loud Mouth Media, Tobermore have achieved increased leads and a more effective utilisation of the website’s resources. With unique messaging and strategic implementation, the campaign has so far achieved:

  • PPC campaigns received a 7.90% conversion rate
  • 70k users
  • Search campaigns received a 10.14% conversion rate
  • 70,000 Clicks
  • 5 million Impressions

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