CEMEX USA Case Study

Services

Analytics Marketing Analytics

Web Site Design + Development
Portfolio

CRO Conversion Rate Optimization

The Challenge

CEMEX (#956 Global 2000) is a global leader in producing, distributing, and selling cement, ready-mix concrete, aggregates, and related building materials throughout the Americas, Europe, Africa, the Middle East, and Asia.

They came to us needing to develop a nationwide multi-market campaign structure based on individual market budgets, past performance, and campaign objectives for both Paid Search and SEO.

The Client

Industry Construction
Location Houston, TX

Visit Site

Our solution.

Using CEMEX brand and website engagement data, audience segments were applied to each campaign in order to use conservative and aggressive bidding strategies along with unique ad copy variations.

We developed a comprehensive SEO strategy to support PPC efforts over the long term that focused on technical SEO, keyword clustering growth, and local optimizations.

Our Approach

11.5xreturn on ad spend

What Makes This Solution Great

10,000+ total leads

33% increase in organic conversions

160% increase in page 1 rankings

Supporting PPC Strategies with Long-term SEO PlayMobile-First Customer Acquisition Strategy

The approach.

Supporting PPC Strategies with Long-term SEO Play

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.
Long-tail 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 Customer 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.