TEXAS NAMEPLATE
CASE STUDY
About Texas Namplate
Texas Nameplate is a manufacturing company located in Lancaster, TX that specializes in custom metal and plastic nameplates, labels, and tags for OEM industrial clients with the main industry they work with being Oil & Gas. Although they mainly work with Oil & Gas companies they have a state-of-the-art facility that allows them to create custom nameplates for various industries.
“Texas Nameplate is a third-generation family-owned business and we’re proud of it! Along with a professional team that we consider our extended family, we provide our clients with exceptional, award-winning service in the metal tag industry. We want you to know you’re in good hands from the instant you contact us.”
Texas Namplate’s products include:
Aluminum, Stainless Steel, & Brass Nameplates
Labels
Panels
MetalPhoto®
Nameplates are a great product for Google Ads because the product requires low to no tooling, minimal set-up costs, and relatively low order quantities. And because nameplates are used across most industries, Google Ads can catch most buyers during their sourcing process.
The Challenge
Dan Crownover, Administrative Manager of Texas Nameplate, had run their Google Ads campaigns for a while and realized that he did not have the time or knowledge it took to make the campaigns successful. Instead, they targeted the majority of their marketing efforts on trade shows and networking events. While that was successful, they felt they were missing market share by not having a consistent presence on Google.
We were uniquely qualified to help Texas Nameplate
After meeting Dan at the Dallas Design 2 Parts Show in 2020, he was interested in working with us because one of our account managers, Kate Weis, had spent 10+ years working as a manufacturer’s sales rep and had sold against Texas Nameplates for years. Dan liked that she had extensive industry experience and understood how to market his product.
The Key
The biggest challenge we faced when creating this and any industrial campaign was to get ads in front of relevant buyers. We want to exclude any irrelevant search when it comes to general terms like ‘nameplates’. Many of our keywords have general meanings so we want to only appear in search results related to our services. And more importantly, have our ads show up to people looking to repeatedly purchase 250+ of the same nameplate.
The solution to this challenge? Intuitive keywords and fully developed negative keywords:
We worked closely with the Texas Nameplate to create a list of keywords that mirrored their client’s verbiage.
We also worked on a negative keyword list that would exclude residential or low-volume work. Examples of this included everything from office-related words to car manufacturers to home decor.
The Results
We have been able to meet Texas Nameplate’s expectations of increasing both sales volume and industry variety through Google Ad campaigns since they started working with us in 2020. Soon after we launched their Google Ad campaigns, Texas Nameplate was able to see an increase in quote inquiries from new prospects, and continued sales growth, and they now have a more diverse client base.
Outlined below are some key metrics (pulled from the last 365 days) that indicate the success of Texas Namplate’s Google ads campaigns and how we are managing to keep them top of mind for the right audience.
Statistics pulled over the last 365 days, for relevance:
Average Click Through Rate
High click-through rate indicates a strong connection between the audience we are targeting and our ad relevance.
For comparison, The average CTR for Google Ads should fall somewhere between 3 and 5%
Average Conversion Rate
High conversion rate shows that we are bringing in the right audience.
For comparison, across all industries, the average conversion rate across Google Ads is 4.40% on the search network and 0.57% on the Display network.
Search Impression Share
High search impression share shows that we staying in front of the right audience consistently and building strong top-of-mind awareness.