Laticrete Case Study | Digital Position™

22%
Increase in Clicks

37%
Decrease in Clickthrough Rate

-19%
Decrease in Cost-Per-Click

-28%
Exceeded CPA Goals

The Journey

Laticrete came to us with no understanding of the best way to track PPC results. Money was spent on some branding initiatives, but they had no goals. Since Laticrete is a manufacturer of products (and for the most part, doesn’t sell direct to consumer) we needed to implement goals and restructure their entire account.

We implemented a new tracking pixel that tracked visits to the “where to buy” page on Laticrete’s website. This allowed us to understand which keywords to target & what audiences actually had an intent to buy. This also allowed Laticrete to gain leverage with their retailers, illustrating concrete value by driving customers to physical stores.

THE RESULTS

Once tracking was installed for “where to buy” visits & engagement, we shifted the entire account’s strategy from a heavy use of Display and “cheap clicks” to more higher-intent search keywords promoting Laticrete’s products & advantages. We implemented new CPA goals with the client and exceeded the goals by -28% on average. Since we began tracking the metric, we’ve increased conversions by 60%.

22%
Increase in Clicks

37%
Decrease in Clickthrough Rate

-19%
Decrease in Cost-Per-Click

-28%
Exceeded CPA Goals

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