Craters & Freighters Dallas and Houston Case Study
Adapting our Ad Copy & Ad Extensions to a more compelling message during COVID-19 increased our conversions by over 78%!
Craters & Freighters
Craters & Freighters is a pioneer and leading expert in specialty packaging, crating, and shipping. They serve residential and business customers in all sectors including telecommunications, electronics, medical equipment, aerospace, biotechnology, and heavy machinery. With over 65+ brick-and-mortar locations across the country, Craters & Freighters is a national powerhouse with local accountability.
12AM has managed C&F Dallas & Houston Google Ads accounts for over 6 years. Initially, C&F’s goal was to expand their customer base. They understood the increasing importance of digital marketing but they didn’t have the expertise to handle such a challenge by themselves. C&F was looking for an agency that was results-focused and also provided stellar, reporting, feedback, and customer service.
Goal: Crisis Management
Approach
12AM analyzed the overall landscape and adapted the campaign’s strategy as much as possible to try to match the new consumer needs and behavior during this pandemic.
Strategy
- Keyword Focus
- Ad Copy
- Effective Location Targeting
- Expanded Ad Schedule
Keyword Focus
12AM decided to pause existing keywords that were unlikely to perform during these times due to a sudden shift in users’ needs. At the same time, 12AM added a series of new keywords that we had identified as valuable both for the consumers and for the business itself.
Modified Message
We modified both the Ad Copies and our Ad Extensions to present the most compelling message for the situation.
Location Targeting
12AM decided to focus on areas with higher density as more and more people were confined in their homes.
Expanded Ad Schedule
With people’s routines being disrupted, we saw a significant increase in early morning searches as well as night searches, both with good conversions rates. Thus, we decided to expand our ad schedule to include as much of these times as possible.
