MoreVisibility Google Certified Campaign Managers worked closely with the marketing team at Hagerty to develop two sets of targeted keywords. MoreVisibility Paid Search Specialists leveraged proprietary keyword tools and reports to develop a strategy to bid aggressively on the highest volume terms important to Hagerty’s coverage of the event, with a less aggressive bid strategy on the second set of keywords.
Campaign Managers utilized phrase and exact match types to ensure that the most relevant traffic was directed to Hagerty’s micro-site. This allowed Hagerty to effectively allocate their budget to get the most out of their “Scottsdale Auctions” paid search campaign.
In addition, MoreVisibility Paid Search Specialists created specific ad copy highlighting Hagerty’s coverage of the event and their extensive experience in the collector car market.
Over a two-week period, this PPC campaign drove over 5,570 visitors to the Hagerty micro-site while attaining an average click-thru rate of 14.52%.
Hagerty’s online paid search exposure during the event was ubiquitous, maintaining an average position in the Google sponsored links section of 1.3. In addition, the campaign generated 15 conversions; a metric Hagerty didn’t expect as a result of this effort, but was pleased to generate new customers from coverage of the events.