Competing in a niche, yet highly competitive marketplace, Food Innovation Solutions were looking to distinguish themselves from the competition. Brand awareness was an initial goal, but the long term target of the campaigns was to generate high quality leads from new a traffic.
FIS had begun to construct a new business strategy in order to increase leads and online exposure of their business.
Naturally, PPC was a part of this. They approached us to offer a solution to their paid search needs.
First, we built the brand activity to ensure that FIS were the first result users saw, and that their organic listing did not get lost amongst competitor ads. We also created a competitor campaign to get in front of those searching for other similar businesses.
Going broader, we set up campaigns for those searching for vaguer terms related to FIS’s business such as “food product development” or “restaurant consultant”. For users looking at websites related to food, we also built a display campaign ensuring we placed FIS’s ads onto those websites.
In a competitive industry where buyers might do significant research before they end up buying, Remarketing offered a solution to keep in front of the people who expressed interest in their products.
For LinkedIn Advertising, we ran a highly targeted campaign by targeting specific companies they wanted to sell to and members of specific community groups which only those in the industry would be a member of.