Paid Search Campaigns
The PPC program was built as a three-pronged campaign-type structure. This combination of channels is highly effective at capturing active, bottom-funnel traffic and nurturing these leads with relevant and specific ad copy that provides the user with pertinent information and a reason to convert.
Capture Cemex branded search demand to control competitor conquesting (competitors bidding on Cemex keywords) and connect users to the correct website content.
- Non-brand Ready-Mix Search
Capture non-brand (keywords without “Cemex”) and categorical searches for ready-mix keyword variations.
Used both for lead generation and brand awareness for users who are searching for key competitors in select markets (for example: Robertson’s Ready-Mix in Los Angeles)
Landing Page Experience
Our approach was to create ad copy and landing pages as relevant as possible to the user’s search query, location/proximity, and device type to drive conversions (phone calls and quote requests).
Using our paid search campaigns to capture brand and non-brand traffic delivered to geo-focused microsites, we could effectively connect a global brand (Cemex) to users at an extremely localized level.
We integrated the Google Ads program with Google Business Profiles (formerly Google My Business), to connect searchers with the nearest plants directly from the ad copy.
The target audience for these campaigns included professional builders and distributors with a sub-segment of ready-mix contractors and DIY customers. Our estimated audience size was 35,290.
SEO Support for User Experience
- Site Restructure + Optimization: Crawlability is essential for SEO to index more pages in search results and provide a way for users to easily find what they're looking for, which directly affects engagement.
- Keyword Targeting: We focused on hyperlocal long-tail keywords along with featured snippet results, resulting in higher click-through-rate.
- Local SEO + Content: Local listings provide conversions across multiple channels, which result in expanding footprint locally and globally. We also identified strategic content that competitors were not capitalizing on to attract more visitors.
Mobile-First Acquisition Strategy
Given historical and forecasted performance and search demand, our team developed a mobile-first strategy to drive new customer acquisition via brand, non-brand paid search, and remarketing campaigns.
Creative + Content Development
Creative implementation focused on testing relevant and action-oriented ad copy.
Our ad copy was developed in each market to balance Cemex brand awareness and its local presence along with pushing bottom-funnel action via phone calls or quote requests.
To boost relevancy, ad copy leveraged the searcher’s query (keyword/intent), dynamically adjusted headlines and description lines based on the user’s location, along with device type and previous brand engagement to boost CTR and engagement.