Dynamic Paid Media Strategy For a Niche Industry
A Fortune 100 bio-industrial leader sought to build visibility for one of its flagship products in Google search results for its U.S. market. Its goal was for their solution to dominate search results for its relevant keyword terms, beating out its competition in the USA and driving its targeted users to engage and convert.
Partnering with Risdall led to an increase in search impression share of 98% for its keyword terms and a 276% increase in year-over-year conversion rate for their flagship product.
The Story Of The Flagship Solution
This global company provides innovative solutions across multiple industries, with a strong focus on sustainability and performance. One of its divisions develops products for industrial applications that leverage renewable, bio-based technologies. Their flagship solution offers significant benefits and cost efficiencies compared to conventional alternatives in the energy and power industry.
The Challenge
Despite the clear benefits of this flagship product, this industry leader faced challenges in reaching its target audience and effectively communicating the unique advantages in a competitive and uniquely niche market. Although the highly innovative product offered significant benefits, it struggled to gain prominence in search engine results for its targeted keyword terms.
Why They Chose Risdall
This Fortune 100 industry leader was looking for a strategic partner to increase visibility of their flagship product when key decision-makers in the industry were searching for alternative options.
They needed a partner who was B2B focused, understood its target market, had strong relevant experience in Google Search, and was results-driven.
The Risdall Approach
Risdall recognized that the key to success was dominating high-intent keyword searches and maintaining top-tier visibility among target audiences. With a deep dive into customer, competitive, and keyword research, Risdall developed and executed a results-driven paid media strategy focused on Google Search.
“It is great to have a partner who has experts in the field to help guide and implement our decisions. Risdall is great at hearing our goals and helping us understand how we can achieve them.”
This product campaign consistently outperformed key industry players, ensuring unmatched visibility. Despite fierce competition, this campaign maintained a dominant position in the search engine results page (SERP)—achieving an impressive 90% top-of-page rate (ads appearing in the top few positions) and securing the #1 spot more than 80% of the time—keeping their flagship product front and center for buyers almost every time they searched. This same framework could apply to other industrial, technical buyers seeking specialized product awareness.
