Campaign Goal, Strategy and Landing Page
The original goal of the paid media campaign was to generate impressions and engagement, increasing visibility for TOTE Maritime Puerto’s personal vehicle shipping. The strategy team went to work, crafting a robust ad campaign to showcase the unparalleled value of TOTE Maritime Puerto Rico’s services. Our approach began with thorough competitor and keyword research, which informed our budget recommendations and guided our ad and asset copywriting.
Next, the creative team moved create the new landing page to ensure a seamless and engaging experience for visitors to the site. We worked with an existing page within webflow, their CMS, revised the information architecture, coupled conversion rate optimization best practices with copy updates, and deployed the site after a robust QA session. The landing page content took users one step further down the funnel giving them detailed information about the auto racks and costs to ship a car. The page also included downloadable resources for those ready to book. We also worked with our in-house development and analytics teams to ensure quote requests and phone call conversions were being tracked through Google Tag Manager, GA4, and back to Google Ads.
Campaign Exceeds Expectations
The campaign initially launched as an awareness effort, but it quickly evolved into a revenue-generating initiative. Within the first 30 days, our team meticulously optimized the campaign, providing Google with precise targeting instructions. As we continued to monitor the campaign’s performance, we noticed a continued increase in click-through rates, conversions, conversion rates, quality score, and more indicating that we were reaching not only those seeking information but also potential customers interested in requesting quotes and making the commitment to ship their car with TOTE Maritime Puerto Rico.
Given this new data, we shifted our focus towards maximizing conversion volume while minimizing the cost per conversion. This strategy resulted in a highly efficient and effective campaign, driving impressive results. Below, we highlight some of the key success metrics achieved during the campaign.
Current Campaign Metrics:
- Click through rate: 11%
- Conversions: 636
- Cost per conversion: $28 ($79 as start of campaign)
- Conversion rate: 17%
- Keyword quality score: 8-10
- Ad relevance score: Above average
- Landing page experience: Above average
Logistics Landing Page Optimization
To track user activity and engagement, the creative team integrated a heat map software into the back end of the landing page. After months of data collection, the findings revealed that the call to actions throughout the page were receiving significant attention, with users requesting quotes, making phone calls, and downloading resources. Not only that, the scroll map indicates that users were making their way all the way down the page, which is a huge success for a paid media campaign.
Based on these insights, we presented the client with an optimized landing page that strategically relocated the most clicked CTAs to the top of the page. This reorganization aimed to immediately address user intent, ensuring that visitors could quickly find and interact with the content they were most interested in, and making converting that much easier.
As an evergreen campaign, our team continues to monitor progress, make adjustments, and recommend optimizations.
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