B&W Hitches

B&W Hitches is a Humboldt, KS-based manufacturer of trailer hitches. 

Its brand identity is built on its quality, American-made products that are made to last and suited to an outdoors lifestyle.

Objective

Social

Greenlight’s initial objective was brand awareness (in the form of website visits), but this shifted to website conversions around February 2024. This was measured by reporting on the number of people who clicked “add to cart” from our campaign efforts.

We also had the objective of creating brand awareness and driving purchase before, during and after the annual Sturgis Motorcycle Rally.

PPC

Greenlight Marketing was engaged to increase website traffic to B&W Trailer Hitches’ inventory listing pages for their Tow & Stow and OEM Ball products, with the primary goal of enhancing sales for these product lines. After a two-month onboarding period, the focus expanded to also include raising awareness and driving traffic to their Biker Bar product page.

The key challenges included optimizing the Google Ads campaign by implementing enhanced conversions and sitelink ad extensions. Enhanced conversions track first-party data (e.g., email addresses and phone numbers) via a tracking tag embedded in the web page code to avoid data loss. Our particular focus was tracking overall sales through Google Ads webpage diagnostics.

Upon launch of these PPC campaigns, the absence of menu navigation headers on their select Tow & Stow & OEM Ball pages became an issue. We needed to incorporate sitelink ad extensions where online users could redirect to specific sections of these pages (i.e., FAQ, Instruction Video, Product Details) to optimize responsive search quality score as well as improve user navigation and landing page experience.

Approach

Social

We ran a three-part strategic campaign series revolving around the Sturgis Motorcycle Rally:

  1. Marketing to potential Sturgis attendees using geo-fencing around towns/cities with the most attendees. The objective of this was to market the Biker Bar before anyone hit the road.
  2. Marketing to Sturgis attendees at the B&W booth at the event. Our goal was to have people stop by and check out the product.
  3. Remarketing the Biker Bar product to Sturgis attendees who just returned home after the event.

PPC

Greenlight used a twin approach to pay-per-click:

  1. Enhanced Conversions Implementation: Greenlight Marketing integrated advanced conversion tracking to improve measurement and attribution of user actions and campaign effectiveness.
    This data enabled more precise adjustments to ad schedules, budget allocations, geo-targeting, and other critical campaign parameters including matchback reporting for sales through conversion actions.Prior to the enhanced conversion implementation in December 2023, roughly 35% of sales from PPC couldn’t be identified in Google Ads (i.e., web page unknown). After implementation, that number decreased to 10%, which significantly improved overall conversion tracking and effective matchback reporting for sales.
  2. Sitelink Ad Extension Implementation: Sitelink ad extensions were implemented to provide additional navigation options, driving increased targeted traffic to specific inventory pages. This led to a 10% increase in search impression share for the Bike Bar product over a five-month period resulting in higher ad placement and increasing sales by 20% in Q3 2024 (compared to Q2 2024 sales.)

Results

PPC

By combining Greenlight Marketing’s expertise in automotive digital marketing with in-depth brand knowledge, we achieved a significant enhancement in overall performance. Our optimizations led to a 212% increase in conversions-sales for their OEM Ball campaign along with a 28% increase in conversion-sales in their Tow & Stow PPC campaign (May 2024 – August 2024 vs. January 2024 – April 2024).

Overall, Greenlight Marketing’s customized PPC strategies effectively enhanced B&W Trailer Hitches’ online visibility and engagement. By leveraging enhanced conversions, sitelink ad extensions and other targeted optimizations, Greenlight Marketing delivered substantial growth in lead generation and conversions, demonstrating a successful and measurable impact for the client.

Social

By deploying our ads, we increased their Facebook link clicks (website visits) by 79% (435k). We also brought 82k new followers to their Facebook page (up 30%). From the series and strategy surrounding Sturgis, we brought in 36 conversions with a CPC of $13.60.

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