Challenges
- Bloated PPC Campaigns: Dozens of overlapping ad campaigns diluted budget and data.
- High Cost per Lead (PPC): CPA consistently exceeded $250, with some conversions costing over $400.
- Low CTR & Conversions (PPC): CTR was just 0.57%, with conversion rates below 1%.
- Improper Tracking (PPC): Phone calls, forms, and purchases weren’t being tracked accurately.
- Underutilized Bing Ads (PPC): Campaigns were cloned from Google without proper optimization.
- SEO Ranking Difficulties: Struggled to rank for high-intent crane product keywords.
- Organic Traffic Variability: Seasonal fluctuations and weak backlink profiles resulted in limited online visibility.
- Low Organic Conversions: Traffic wasn’t converting into revenue.
Strategy
PPC Strategy
- Campaign Restructure – Rebuilt campaigns around crane product categories, capacity, and buyer intent.
- Keyword Optimization – Shifted from broad match to phrase & exact match; added hundreds of negative keywords.
- Conversion Tracking Overhaul – Implemented accurate tracking for calls, forms, and purchases.
- Ad Copy Refresh – Highlighted USPs such as same-day shipping, competitive pricing, and expert service.
- Landing Page A/B Testing – Improved CTA language, form placement, and page layouts for higher conversions.
- Bing Ads Optimization – Analyzed top-performing Google Ads campaigns and implemented a similar strategy for the Bing search engine to achieve cheaper clicks.
SEO Strategy
- Technical Fixes – Resolved crawling-related errors and improved site structure for better indexation.
- User Experience – Enhanced internal linking to strengthen authority of key product pages.
- Keyword Optimization – Refined meta titles, descriptions, and headers for high-intent product keywords (e.g., “Gantry Cranes,” “Harrington NER,” “Jib Cranes”).
- Content & Link Building – Secured high-quality backlinks from industry blogs, news outlets, and associations.
- Product Page Optimization – Drove traffic to product-specific landing pages with long-tail keyword targeting.
Results
PPC Performance
| Metric | Before Optimization | After Optimization | % Change |
|---|---|---|---|
| CTR | 0.57% | 3.35% | +488% |
| Conversion Rate | 0.56% | 3.80% | +578% |
| Cost per Conversion | $402.49 | $188.28 | –53% |
| Monthly Conversion Volume | 142 | 217 (Peak) | +53% |
| Monthly Leads | ~150 | 300+ | 2X Increase |
Impact:
- Doubled monthly leads (150 → 300+).
- Reduced CPA by 53%.
- Attracted highly qualified buyers searching for specific crane products.
- Created a scalable PPC framework for sustained growth.
SEO Performance
- Revenue Growth: +50% in total revenue from organic traffic.
- Sessions: +31% increase in total sessions.
- Users: +37% increase in total users.
- New Users: +34% increase, driven by long-tail keyword visibility.
Impact:
- Stronger brand awareness in the crane equipment market.
- More qualified organic traffic converting into revenue.
- Improved keyword rankings for high-priority crane products.
Business Impact
Through combined PPC and SEO optimization, Crane Depot achieved: Doubled lead volume (150 → 300+ monthly). 53% reduction in CPA ($402.49 → $188.28). 50% increase in revenue from organic search. Enhanced brand visibility & authority in the industrial crane sector. Scalable, data-driven framework for long-term digital growth. ioVista’s integrated approach to paid and organic search transformed Crane Depot’s digital performance, positioning them for sustained success in the competitive heavy-duty lifting equipment market.
Crane Depot
Business Impact
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