Driving Bosch Forward With the Tools to Increase Ad Clicks By 119%

The Challenge

Although OTC Tools had been a Bosch brand for four years, shop owners and managers were fairly unaware of the Bosch brand for their automotive diagnostic needs.

The Solution

SSDM developed and implemented a series of paid search campaigns focused on increasing brand awareness and demo requests for both OTC products. This included search, programmatic display, as well as video and remarketing campaigns to an extremely targeted audience.

Campaign Objectives

Through the success of our paid search, display and remarketing campaigns for Bosch OTC, we were able to significantly move the needle to:

• Increase brand awareness
• Increase brand engagement
• Increase requests for a product demo

Target Audience

• Males – 25-54
• Apple users
• 66% desktop users
• Chevy + Ford brand pick-up drivers
• DIYers
• Bargain shoppers
• Fast-food cravers
• American football sports fans
• Construction + power tools interests
• News/Weather watchers
• Family focused

The Work Behind the Results

Search campaigns drove phone inquiries for the Encore and Evolve products, as well as requests for demos. The campaigns were frequently optimized over a 3-month time period, for top-performing keywords and ad performance.

In addition to promotional campaigns, a series of ads were created targeting competitive brands, using search queries related to other brands and similar products.

Programmatic display campaigns targeted professional auto mechanics to increase awareness of the OTC Tools brand and products. Display advertisements, using top-performing keywords, were targeted to in-market audiences.

A series of programmatic video campaigns highlighted the Encore and Evolve product features. Pre-roll and discovery videos, ranging from 15 seconds to one minute in length targeted top affinity and in-market audiences, including auto enthusiasts, as well as channels featuring vehicle-related topics.

Delivering Quality and Measurable Outcomes

SSDM’s lead generation initiative drove a 94% increase in prospects in just 90 days. Laser-focused targeting delivered better qualified leads, resulting in a 41% increase in conversions.