Bruno Independent Living Aids, Inc. - Increased Conversions Through Targeted Remarketing

Results

  • ...
    Remarketing Campaign Brought Conversions of 10%
  • ...
    26% Increase in View-Through Conversions
  • ...
    36% Increase in Paid Search Conversions

"Our relationship with MoreVisibility over the last several years has been instrumental for Bruno to understand the intricacies of Internet marketing. We look forward to the success of our remarketing endeavors."

Mike Krawczyk, Marketing Services Manager

MoreVisibility began working with Bruno Independent Living Aids, Inc. in July 2005 to provide search engine optimization (SEO) and paid search marketing services (SEM). The ultimate goal for Bruno Independent Living Aids, Inc. is to drive new visitors to complete a form on the Request for Information page. This lead is then sent to different Bruno dealer locations across the country.

The Goal:

Bring in more leads from the Request for Information page

In order for Bruno Independent Living Aids, Inc. to begin the sales process, someone must first complete a Request for Information form on their website. Bruno then sends this lead to the dealer location that best matches the Request for Information lead based on geography.

Bruno Independent Living Aids, Inc. has various forms of advertising to generate visitors to the Request for Information page that include both online and offline channels. In order to remain cost-effective, Bruno's goal is to pay no more than $50 in online advertising per lead.

MoreVisibility and Bruno Independent Living Aids, Inc. monitor online leads by using Google Analytics, a web analytics platform that measures and trends website visitor activity. The goal conversion tracking section specifically shows the number of completed Requests for Information. Both MoreVisibility and Bruno found that many quality visitors were reaching the site, but not completing the Request for Information form.

The goal was to politely re-engage past visitors and have them return to the Bruno website to complete the Request for Information form.

The Solution:

Create a Remarketing Campaign in Google AdWords to target visitors who did not complete a Request for Information form

MoreVisibility implemented a Remarketing strategy via Google AdWords to show both banner and text ads to visitors who came to both the homepage and the Request for Information page on the Bruno website, but bounced. When a visitor "bounces" from a site or a page, it means that a visitor came to page on the site, did not visit any other page, and exited without performing an actionable step.

MoreVisibility was able to determine which visitors came to the site, but did not complete a Request for Information form by placing tracking pixels on the homepage of the Bruno site, the Request for Information page and the confirmation page for the Request for Information. This is the essence of how Google Remarketing works.

The banner and text ads were shown on different sites throughout the Google Display Network.

Results:

From May 15, 2011 to August 15, 2011, the Remarketing campaign brought in approximately 10% more conversions and 26% more view-through conversions. A view-through conversion, is when someone sees an ad, but does not click on it, and then returns to the site, either directly or organically, and converts (fills out a lead form). In Bruno's case, a view-through conversion is when a person sees an ad, does not click on the ad, but somehow returns to the Bruno site and completes the Request for Information form. A view-through conversion is beneficial in that visitors are not clicking on the actual ad, and being that this is a Cost-Per-Click medium, the advertiser does not pay for the click or the conversion.

MoreVisibility was able to deliver approximately 36% more leads for Bruno Independent Living Aids, Inc. via online paid advertising at more than half the cost of normal online advertising leads.

Summary

Working with MoreVisibility - a Google AdWords Premier Certified Partner - Bruno Independent Living Aids, Inc. is now equipped with a strategy to close the gap between visitors who leave their site and subsequently converting them into potential customers.

Remarketing is a widely used advertising strategy in the industry and can be integrated into almost any Google AdWords account, helping advertisers and marketers, regardless of marketing budget or website size.

About Bruno Independent Living Aids, Inc.

Bruno Independent Living Aids is a global manufacturer of accessibility products designed to enhance the lives of those challenged by limited mobility. In the more than quarter of a century since its founding in 1984, Bruno Independent Living Aids has not only created the market for Vehicle Lifts but, has grown to be the world leader. In the home accessibility industry, Bruno's array of stairlifts and vertical platform lifts are the North American elite in style, quality and sales. For more information, visit Bruno Independent Living Aids, Inc. online at www.bruno.com.

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