Hyperlocal SEM Strategy

Kubota Tractor Corporation, a heavy equipment manufacturer, partners with Goodway to run its digital advertising co-op program. Over 400 dealer locations participate, and each dealership has unique goals, including Farmbelt Kubota in rural Mississippi. Farmbelt’s always-on paid search campaign serves as the primary lead driver for its owner, and he looked to drive an even higher ROI at the onset of the COVID-19 pandemic.

For each dealer, Goodway creates a customized campaign aligned to market-specific business needs. Hyperlocal targeting is critical as each dealership can only target corporate-assigned zip codes. Our team created 50+ specific ad groups for this Mississippi-based dealer, each with responsive search ads and hundreds of relevant broad and exact match keywords uniquely tailored to the local business.

In just months, Farmbelt Kubota’s paid search campaign surpassed all year-over-year benchmarks. Conversion volume increased 157%, and CPA improved by 63%. Additionally, CTR increased by 159%, with resulting CPC decreases of 28% year over year. These successes helped this local dealer persevere through the first half of 2020 in a truly unprecedented year.