Toyoda needed to support a new product line in a down economy and build general awareness around its high quality machine tool brand in North America. Since they were not ranking well organically for important core keywords, a paid search strategy was developed to increase awareness and interest.

Results:
The program has generated more than a half million impressions to active searchers in a slow economy. Conversion rates for phone calls, forms, brochure downloads and video views continue to climb, and RFQs from the site have been higher than any other channel in 2009. Landing pages and other assets developed for the program are now also being leveraged through other channels such as email and banner placements.

“In the midst of a challenging economic environment, we made an important shift to the online space in 2009. Our online marketing program positions us for stronger growth in 2010 and beyond as we continue to engage our customers and prospects more effectively, and with the tracking and measurement in place to prove the ROI to my executive team,” 

Graham Roeder, Marketing Manager at Toyoda Machinery