Since 1933, Ariens has manufactured some of the most dependable, durable, and finely crafted snow blowers and zero-turn lawn mowers on the market. Designed and assembled in Brillion, Wisconsin, Ariens’ products are available through a large network of distributors, including well-known retailers like Lowe’s and Home Depot.
Northwoods Experts Optimize Ariens Campaign To Achieve Exceptional Results.
When Ariens’ digital marketing team developed a strategy to help consumers find a local dealer from which to purchase Ariens products, they utilized paid search to support it. But as soon as it became clear their ads - managed by a previous agency - were underperforming, they turned to their trusted digital partners at Northwoods for advice and assistance.
The Situation
- Ariens needed to increase sales of its high-end snow blowers, and their digital marketing team worked with their previous agency to create targeted, consumer-directed PPC ads with the goal of helping consumers locate a local dealer from which to purchase.
- Ads drove visitors to the “Find a Dealer” page on www.ariens.com, where they could then search for the nearest dealer carrying Ariens equipment.
- While the strategy was sound, the paid ad execution fell short, resulting in lower-than expected website traffic and conversions.
The Solution
- Northwoods completely revamped and fine-tuned Ariens’ Google Ads campaign.
- Our digital advertising experts reviewed Ariens’ targeted keyword list and researched and developed recommendations for new and revised keywords based on search volume and opportunity.
- The Northwoods team also analyzed where Ariens was already performing well in SEO in order to reduce ad spend and leverage organic results to the fullest extent possible.
The Outcome
- After just two months, Ariens experienced a 180% year over year (YoY) increase in website visits from their Google Ads.
- Ariens’ ad spend decreased by 32 percent.
- Conversions from paid ads increased 250 percent.