Caterpillar Parts | Digital Media Marketing Case Study

Caterpillar ® Parts Case Study – Heavy Equipment Manufacturer with over 1,400,000 parts in catalog

Global Marketing and eCommerce Sales

CAT ScreenshotRussell’s Group had the opportunity to work with Caterpillar® to generate global traffic and sales for 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 globally generate targeted traffic to the site focusing on the most important product categories down. Then tracking and generating sales. Target current heavy equipment owners as well as other buyers who may be in the market for items the manufacturer offers.

Strategy Implemented

  • Strategic global marketing plan
  • Strategic global media planning
  • UX interface to optimize buyer experience and maximize sales
  • Global eCommerce SEM/Pay-Per-Click Campaign across many search engines
  • eCommerce SEO
  • Measuring and optimizing the balance of text and display ads for best performance

Results of the Campaign

  • More than 1,300% traffic growth in the first year
  • A similar increase in sales



Dealer Recommendation

The Russell’s Group team is a valued partner for Caterpillar in site strategy, search, display and remarketing. They deliver the right customers to our site and their projects are on time and on budget.

The Russell Group’s efforts have helped us exceed our goals, while maximizing our budgets and exposure to our targeted audiences. I would highly recommend them to anyone looking for Data Driven Marketers.

Dan Matarelli
Marketing Program Manager



Working with the Cats internal team, Russell’s Group helped create a complete global digital media plan designed to generate targeted traffic to the site.


Caterpillar Parts


SEM/Pay-Per-Click Campaign
Display Ads
Development Team


Web Development

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