Northwoods

Ariens

Since 1933, Ariens has manufactured some of the most dependable, durable, and finely crafted snow blowers and zero-turn lawn mowers on the market. Designed and assembled in Brillion, Wisconsin, Ariens’ products are available through a large network of distributors, including well-known retailers like Lowe’s and Home Depot.

Ariens

Overview | Situation | Solution | Outcome

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Northwoods experts optimize Ariens campaign to achieve exceptional results.

When Ariens’ digital marketing team developed a strategy to help consumers find a local dealer from which to purchase Ariens products, they utilized paid search to support it. But as soon as it became clear their ads - managed by a previous agency - were underperforming, they turned to their trusted digital partners at Northwoods for advice and assistance.

 

"The results that Northwoods was able to achieve with this campaign were simply outstanding. In the matter of just a few months, they turned around a campaign that wasn’t working and built it into one that not only drove conversions but ultimately resulted in greater sales."
– Natalie Nelson, Digital Marketing Manager, AriensCo

 

The Situation

  • Ariens needed to increase sales of its high-end snow blowers, and their digital marketing team worked with their previous agency to create targeted, consumer-directed PPC ads with the goal of helping consumers locate a local dealer from which to purchase.
  • Ads drove visitors to the “Find a Dealer” page on www.ariens.com, where they could then search for the nearest dealer carrying Ariens equipment.
  • While the strategy was sound, the paid ad execution fell short, resulting in lower-thanexpected website traffic and conversions.

The Solution

  • Northwoods completely revamped and fine-tuned Ariens’ Google Ads campaign.
  • Our digital advertising experts reviewed Ariens’ targeted keyword list and researched and developed recommendations for new and revised keywords based on search volume and opportunity.
  • The Northwoods team also analyzed where Ariens was already performing well in SEO in order to reduce ad spend and leverage organic results to the fullest extent possible.

The Outcome

  • After just two months, Ariens experienced a 180% year over year (YoY) increase in website visits from their Google Ads.
  • Ariens’ ad spend decreased by 32 percent.
  • Conversions from paid ads increased 250 percent.

151,943

WEBSITE VISITS FROM ADS
179.74% Increase

32.25%

DECREASE AD SPEND TO GOOGLE
 

4,323

CONVERSIONS FROM ADS
250.6% Increase