Google AdWord Campaign Produces over 100 Leads
By Julie Guinsler
Since 73% of people research a product or service online before buying, Worthington Steelpac (a division of Worthington Industries) – a custom manufacturer of steel crates, racks and pallets – needed an online campaign to reach this audience. Through a targeted Google AdWord campaign, Steelpac connected with hundreds of prospects who were looking for their product – whether they knew about the company or not.
While manufacturers understood that they needed some type of durable shipping option to transport their goods, wood was not environmentally friendly and was found to have carried insects from overseas shipments. In addition, plastic was not a durable alternative for large-scale items. Therefore, Steelpac’s product immediately filled a niche; however, would customers be interested in paying more for a pallet, crate, or rack made of steel?
As part of a comprehensive marketing campaign that deployed trade journal advertising, sales force marketing materials and online marketing campaign, PRISM introduced a Google AdWord campaign. These keywords included search terms such as “wood pallet” and “plastic crate.” When the Steelpac ad would appear on this page, it helped connect potential customers to an alternate shipping material – steel. We also included keywords for each of Steelpac’s products.
As part of the twelve-month campaign, PRISM re-branded the worthingtonsteelpac.com Web site. Since we were promoting an alternative to wood and plastic crates and pallets, the Web site introduced Steelpac into the market as a steel solution.
To date, Steelpac has received over 100 viable leads through the Web site and Google AdWords. Many of these have turned into clients for Worthington Steelpac, Steelpac has also had more than 5,000 unique visitors to the Web site.
