This dry goods manufacturer sought leads needing large volume orders to avoid wasted facility resources and ad spending. They found the right partner with OuterBox, which created a PPC program that produced quality leads using lead form data and its B-SMART Method®.
Paid media, like pay-per-click, is often a money game, with businesses competing for the top spots. However, this drive to increase visibility and traffic usually doesn’t consider buyer intent. That’s where OuterBox differs. Our approach with an experienced food packaging company focused on targeting the SERPs of their preferred buyers.
A strong PPC methodology strategically allocates a budget to appear in SERPS and considers buyer intent to populate the right search results. This can include avoiding overcrowded search landscapes for broader terms or irrelevant SERPs via negative keywords.
The client was an experienced food co-packing company supporting top food, nutrition, and health science companies with their blending, filling, and packaging needs for dried food contract manufacturing and powdered foods. As a strategic supply chain partner, they needed to target businesses looking to outsource contract packaging requirements. They joined OuterBox in 2023 for a website development project, then worked with us to optimize their SEO and PPC strategies last year.
With a modern and dynamic new website, the team looked to refine targeting to enhance lead quality. The client wanted specific companies looking to order large volumes of dry goods packaging only. The company’s facility is built for contract packaging, meaning there’s a minimum requirement and it does not include wet goods packaging capabilities.
Most quality leads coming to the new website are from PPC, totaling 32%. As the lead quality vastly improved, the company kept busy filling contracts. The company expanded its facility by adding a 9th production line to its factory to keep up with demand.
Newly designed website needed paid ads aligning to keyword targets.
After increasing leads by 83% in the first 30 days of the new site launch, there was a high bar set for the OuterBox team. After seeing small quantities and one-off orders, targeting refinement to improve lead quality in terms of order volume became a priority.
To help keyword expansion for their new PPC program, the team turned to LOOP Analytics to examine what was already bringing in quality leads and look for clues to possible opportunities. Tied to campaigns for the terms “dry powder packaging,” a new opportunity appeared—“stick packs.”
The team dove into market and competitor research to understand this need further, finding out that this offering is a major differentiator in the space. This kind of industry jargon is key to the B-SMART method, which stands for brand, shape/size/SKU, material, area of industry, requirement, and type. This type of packaging is a request expected by a business that matches their ideal customer.
Newly designed website needed paid ads aligning to keyword targets.
A variation of the responsive ad campaign for stick packs, with a clear headline that included contract manufacturing to dissuade one-off purchasers.
We created a page for the product, and the team got to work on a responsive ad campaign that created a customer experience, educating customers on the client’s capabilities in this growing area used for drink mixes, supplements, dry condiments, and sweeteners. The challenge in creating an effective paid search campaign wasn’t budget, which is the usual story.
The food packaging industry had a ton of keyword variations for this packaging, and it became clear that negative keywords were key to populating the results of preferred customers. Many variations shifted intent into consumer SERPs, so keeping it focused on B2B meant over 1,684 negative keywords (and counting). This refinement is crucial to lead quality—freeing up marketing and sales resources in terms of budget and time.
The client could see leads tied to this campaign in their LOOP Analytics Dashboard. Regarding lead generation, the program hit it big with form submissions from paid searches, up 50% from the previous year. The paid media program overall stayed steady all year, helping to increase website traffic by 83%, with campaigns averaging a 7.37% CTR and an average CPC of $2.18.
Overall, the PPC program contributed 32% of leads. OuterBox’s approach to paid media and form data helped this manufacturer drive significant growth in lead generation to deliver higher-quality prospects that impact revenue. The client leveraged these results to scale efficiently, expanding production capacity to meet market needs and adding a 9th production line to its factory to keep up with demand.
We help websites rank page #1 and grow online sales. We’ll show you exactly what we’ll do, how much it’ll cost, and how we’re going to crush your competitors.
Want to get the ball rolling quicker? Call 1-866-647-9218.
Form for paid search specific landing pages
