Syncing National and Local Search

Kubota Tractor Corporation faces a multi-pronged challenge to marketing its residential, farm and compact construction equipment. With lengthy sales cycles, a narrow segment and significant price points, Kubota must focus on strategic engagement in the buyer’s journey. As their Digital Agency of Record, Goodway Group solves this multi-tiered challenge by optimizing to produce results that both support the brand from a national lens and create dealers of choice at the local level with scalable programs with maximum impact.

Goodway Group focused on marrying the search campaign strategies between the two tiers. The team used intelligent data to structure local campaigns that could customize and scale through the buying journey while supporting brand development with a new national campaign. Goodway teams launched and optimized these search campaigns as new data identified areas for growth and acquisition efficiency.

This strategic positioning between the tiers increased national CTR by 8.12% while reducing the cost per action by 13% YoY. Because Goodway teams focused on the national search strategy in concert with the local campaigns, Kubota saw improvements at each tier of the business. Iterations of the local campaigns reduced CPC on by 68% and reduced cost per action by 53%.