HP x 3d Printing

 

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STRATEGY

In order to generate leads/sales for these new 3D printers, we decided to hone in on marketing webinars in order to capture demand for HP 3D Print. By working with HP to curate a variety of webinars covering topics around industry/audience pain points such as "A New Era of Functional Color 3D Prototyping", "Production Transforming Digital Design & Manufacturing", etc. we looked to showcase HP's expertise in 3D printing and how these printers could be beneficial in a professional setting. Additionally, we leveraged SEM across Google and Bing in order to drive awareness and consideration for consumers who were either familiar with HP and their product offerings, or for those who were just exploring the 3D printing market. 

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EXECUTION

With search, we ran both Branded/Non-branded campaigns and broke out our keyword portfolio into 3 different categories: 

 

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By breaking out our keywords, we were able to sort out what type of users were searching for our terms and what aspect of HP's 3D printing they were interested in. Within our ads, we implemented an assortment of ad extensions, giving users additional options to interact with the 3D Printing website. With this, we were able to take up more real estate on the search page, enabling a higher likelihood for users to click on our ad. On top of this, we included different CTA's within our ad copy such as "Learn More Now" and "Learn More Today", enticing users to click through and visit the product pages.  

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In regards to targeting, on Google, we utilized a variety of in-market audiences such as "Business & Industrial Products" and "Business Technology" to capitalize on users who were actively searching for these type of products. We also incorporated retargeting with RLSA (Remarketing List for Search Ads), as these users would have a higher propensity to click on our ads, having previously visited the HP 3D printing website. On Bing, we were able to leverage Job Function targeting due to Bing's integration with LinkedIn, and were able to pinpoint consumers working in industries that potentially used 3D printers such as "Arts & Design" and "Engineering". 

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RESULTS  

• Broader webinar topics helped cast a wider net, generating more leads/contacts for HP to further nurture

• Saw a 12% increase in click-through rate from a 4.80% CTR to a 5.37% CTR quarter over quarter

• Saw a 14.5% decrease in CPC quarter over quarter ($5.86 CPC > $5 CPC)

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