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Industry
Marketplace / Construction
Services Provided
PPC

The Client

Founded in 2012, and based in Brisbane, Queensland, PlantMiner is a trusted marketplace for people to list, find and hire equipment and subcontractors around Australia – on any device, anywhere, anytime.

Plantminer.com.au is Australia’s largest and leading online construction marketplace. Connecting civil contractors, commercial builders to plant, equipment and subcontractors PlantMiner has been successful in facilitating over $350m of transactions since 2014.

We have been running PPC advertising for Plantminer since 2015 and have loved seeing and reporting on year-on-year growth in the account.

The Problem

The biggest factor affecting the performing of the existing account was the lack of control over budgets. There was only one campaign enabled resulting in certain equipment with high volume & CPC’s were exhausting the spend and not leaving any budget for other categories.

In addition, they were not capitalising on advanced bid adjustments and running blanket bids across locations, devices & time of day / day of week.

The Process

  • Strategise

    Check out current and past campaigns
    Are they working? Can they be better?
    Share our suggestions with you
    Work out the best direction for your business
    Put together a plan

  • Test

    Put the plan to work.
    Touch base with you each week
    What’s working?
    What isn’t?
    Is it profitable?
    Are we seeing growth?

  • Go Big

    Use what we found in testing to go big
    Learn from our data and scale up
    Magnify the plan
    Continuously improve our strategy
    Rake in sales and leads

The Result
Time Period
(2017/18 vs. 2015/16)
Services Provided
PPC
Our Strategy
In addition to splitting out key machinery into separate campaigns to apply individual budgets, we also implemented a mirrored campaign structure. We identified that exact match keywords had a much higher conversion rate so it made sense to allocate more budget towards exact match keywords as we didn’t have a full impression share.
In addition, over time we executed advanced bid adjustments and worked on a comprehensive negative keyword list over time to ensure we filtered out irrelevant searches and focused the budget on the high-value keywords.
CPA

Conversions

Conv. Rate

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