BOSCH REXROTH PPC CAMPAIGN REVAMP FOR BUSINESS UNITS ACROSS INDUSTRIAL AUTOMATION

Google Paid Search

Keyword Research & Targeting
Ad Copy Creation
Geo-Targeting
Ad Extensions
Bid Strategy
A/B Testing
Conversion Tracking
Performance Monitoring

Bosch Rexroth is a leading global provider of industrial automation and technology solutions, serving multiple business units including assembly technology, robotics, hydraulics, linear motion, and industrial automation. With over 30,000 employees and a presence in more than 80 countries, Bosch Rexroth focuses on offering high-quality, innovative products and solutions to various industries such as automotive, manufacturing, energy, and construction.

Project Objectives

  • Revamp underperforming PPC campaigns to improve traffic and CTR (Click-Through Rate).

  • Redesign ad copy to highlight specific business units and their end-use applications.

  • Increase conversions by aligning messaging with user intent and showcasing Bosch Rexroth’s unique selling points (USPs).

  • Implement advanced bid strategies and optimize campaigns for better ROI.

  • Restructured the site’s architecture to ensure seamless integration with PPC campaigns, optimizing key landing pages to align with targeted keywords and ad copy.

Challenges

  • Low CTR and Traffic: Previous campaigns lacked clear messaging and relevance to potential customers, resulting in low engagement.

  • Broad Targeting: Campaigns failed to address specific end-use applications or industries, leading to wasted ad spend on irrelevant clicks.

  • Generic Ad Copy: Ads were overly general, failing to communicate the distinct benefits of Bosch Rexroth’s products and services.

  • Minimal Optimization: Outdated bidding strategies and limited tracking hindered campaign effectiveness.

Approach

Campaign Restructuring by Business Unit

  • Segmented campaigns by Bosch Rexroth’s business units, such as industrial automation, hydraulics, and mobile applications.

  • Tailored keywords, ad copy, and landing pages to specific business units and their end-use markets (e.g., "Factory Automation Solutions for Automotive Manufacturing").

  • Created separate campaigns for high-priority industries like automotive, aerospace, and heavy machinery.

Redesigned Ad Copy Focused on Business Units and End-Use Applications

  • Highlighted Bosch Rexroth’s innovative solutions tailored to specific industries:

    • Hydraulics Unit: "Efficient Hydraulic Systems for Heavy Machinery – Increase Uptime and Productivity."

    • Automation Unit: "Streamline Manufacturing with Intelligent Factory Automation Solutions."

    • Mobile Applications: "Reliable Drive Systems for Off-Highway Vehicles – Built for Performance."

  • Focused on benefits and outcomes relevant to each audience, such as increased efficiency, reduced downtime, and advanced technology integration.

  • Added industry-specific CTAs, like "Explore Custom Hydraulic Solutions for Mining Operations" or "Request a Quote for Aerospace-Grade Automation."

Keyword and Audience Optimization

  • Conducted detailed keyword research to identify high-intent search terms tied to specific applications (e.g., "automated packaging solutions," "hydraulic pumps for excavators").

  • Used geo-targeting to focus on regions with strong industrial and manufacturing activity.

  • Built custom audiences based on industry segments, job roles (e.g., engineers, procurement managers), and intent signals.

Smart Bidding Strategies and Performance Tracking

  • Implemented automated bid strategies like Target CPA and Maximize Conversions to optimize for ROI.

  • Set device and time-based bid adjustments to prioritize mobile users and peak business hours.

  • Used Google Ads’ performance tracking tools to monitor campaign effectiveness by business unit.

Landing Page Alignment

  • Restructured the site’s architecture to ensure seamless integration with PPC campaigns, optimizing key landing pages to align with targeted keywords and ad copy. This included updating page titles, meta descriptions, header tags, and internal links to improve relevance, quality score, and conversion potential for each business unit.

  • Enhanced pages with visuals, product features, case studies, and industry-specific value propositions.

  • Conducted A/B testing on landing pages to optimize conversion rates.

Results

The revamped PPC campaigns delivered exceptional results, showcasing the effectiveness of targeted messaging and strategic optimizations.

Key Outcomes

  • Engagement by Business Unit: Ads tailored to individual business units increased CTR and drew in highly relevant traffic.

  • Targeted Messaging: Redesigning ad copy to emphasize end-use applications and industry benefits resonated with decision-makers.

  • Improved Lead Quality: High-intent keywords and audience segmentation drove qualified leads, leading to a 200% increase in conversions.

  • Optimized Budgets: Smart bidding and better targeting reduced CPC by 40% and 80% in some very poor-performing campaigns, allowing the campaigns to achieve more with the same budget.

Conclusion

By focusing on Bosch Rexroth’s specific business units and their end-use applications, we successfully transformed underperforming PPC campaigns into high-performing, revenue-generating assets. This case study highlights the power of targeted messaging, strategic optimization, and audience-centric approaches in achieving measurable business results.