Meggit – Precision Micro
About Our Client
Meggitt PLC are a leading global engineering group who, among other things, specialise in creating components for extreme environments and smart sub systems for a wide range of industries, including aerospace and defense. With a huge work force spread across Asia, Europe and North America, Meggitt embody global enterprise in a big way.
Global Search Marketing assist Meggitt with some of their international marketing, focused primarily on Germany and Austria. Over a number of years we have worked closely with Meggitt and their team on one of their subsidiaries, Precision Micro, who are one of the few production facilities globally specialising in photo etching. Pushing out into Germany and maintaining their presence in this region was vital to the company’s growth targets.
Precision Micro are leaders in their industry, with teams of dedicated specialists in their field working in the locations around the world. Ensuring that they were able to achieve dominance in Google search was vital to ensure that the company could hit their ambitious growth targets. Global Search Marketing were tasked with getting Precision Micro to the top of their market place and then maintain their position.
However, growing competition in the region has made things more and more difficult for Precision Micro to achieve profitability in the region. Rising cost per clicks and a growing number of competitors made ensuring that the campaign was optimised vital to ensuring the Precision Micro maintained it’s market position. As in so many verticals today, reacting to this competition to manage costs while achieving a dominant market position was extremely important.
PPC Strategy Details
Tight Keyword Focus
Improve Keyword Quality Score
Finding efficiency and maximising the impact of paid traffic was key to developing Precision Micro’s campaigns and improving their overall return from AdWords. While the basic campaign structure was well put together and was targeting the correct areas, it was clear that in order to achieve Precision Micro’s goals, the campaigns would need to become leaner and much more efficient.
Refining Keyword Lists
Precision Micro offers a range of specialised services based around their core offering of photo etching. These services are highly competitive in the region so identifying the most valuable terms and prioritising them within the region was vital.
Working closely with Precision Micro’s team, Global Search Marketing structured the campaigns to prioritise Precision Micro’s core offering. Then, building up around this campaign, GSM tested other service areas and long tail keywords in order to try and find the right balance in terms of traffic and leads. By constantly reviewing and liasing with the client on search terms and performance, Global Search Marketing were able to develop a tight keyword focus that is continually developed.