Caterpillar ® Parts Case Study – Heavy Equipment Manufacturer with over 1,400,000 parts in catalog
Russell’s Group had the opportunity to work with Caterpillar ® to generate traffic and sales for cat.parts.com. The site was launched with the challenge of generating targeted awareness and traffic to the ecommerce site to buy parts online. The site offers over 1,400,000 parts in many categories posing challenges from where to land prospects to how best to optimize the campaigns.
Goal of Campaign
- To generate targeted traffic to the site focusing on the most important product categories down. Campaigns were designed to target current heavy equipment owners as well as other buyers who may be in the market for items the manufacturer offers.
- SEM/Pay-Per-Click Campaign
- Display Ads
Results of the Campaign
- Since the beginning, traffic has far exceeded expectations.