After successfully developing their website, DVS initially approached us with this challenge in 2019, with the hopes of increasing brand awareness and further growing their customer base. Whilst they had already made an impression on the industry, they felt they could be doing more to stay ahead of the competition.
As a B2B company, DVS is a core supplier to trade customers. However, in order for a user to make a purchase from the DVS website, they are required to sign up with a registered trade account. Whilst this system ensures DVS only work directly with their target audience, they needed our help to drive more users to their website and encourage them to create an account.
Before undertaking any channel marketing, we first needed to conduct in-depth keyword research, which would tell us which DVS products were the most highly searched for. In using our unique keyword research solution we were able to identify and optimise the most popular DVS product pages to form the foundation of our PPC campaign strategy.
As the primary objective was to increase visibility with their target audience and grow their brand awareness, we implemented a wide range of targeted display campaigns, from Gmail to YouTube. Accompanying the display campaigns, we also configured a number of targeted search campaigns, using the most popular DVS products to drive people to their site.
Once brand awareness had been addressed, we turned our attention to account sign ups. We suggested that alongside the main search and display campaigns, we use RLSA (remarketing for search) ads to remarket to those who had already visited the DVS website. Making sure to use targeted ad messaging, we encouraged users who had already shown an interest in DVS products to continue their customer journey and return to create an account.