Carlisle Wide Plan Floors Lead Gen Campaign

Carlisle Wide Plank Floors is known for their exquisite craftsmanship, value and service throughout the installation process. There is lasting value in the overall quality of both the company’s products and its work.

Carlisle came to Overdrive for help with their goal of rapidly increasing their organic search presence, paid search efficiency and website conversion potential, with the goal of driving low-cost, high-quality leads into their sales funnel.

Ingredients:

  • Paid Search Management (SEM)
  • Google Product Listing Ads (PLAs)
  • Paid Search and Online Media Reporting
  • Search Engine Optimization (SEO)
  • Display Banner Advertising
  • Conversion Optimization
  • Landing Page Design and Development
  • Campaign Tracking and Web Analytics
  • Phone Tracking
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Paid Search

The paid search campaign that Overdrive ran for Carlisle Wide Plank Floors was organized by wood type, with specific ad copy for each variation. The goal was to drive leads and revenue from consumers who were looking for high-end hardwood flooring options. Real-time tracking allowed for the reporting of key data, including catalog requests and phone calls.

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Google Product Listing Ads (PLAs)

To improve Carlisle’s eCommerce presence, Overdrive developed a network of product-specific Google Product Listing Ads (PLAs) to help drive online sales via Carlisle’s eCommerce platform.

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White Hat SEO

Overdrive assessed Carlisle’s online natural search presence for the top three major search engines (Google, Bing and Yahoo), using our findings to improve Carlisle’s search rankings, natural site traffic and lead flow. We used the following white hat SEO tactics:

  • Code Compliance
  • XML Sitemap
  • Meta Tag Development
  • Content Development
  • Training
  • Social Media Integration
  • Interlinking
  • Call-to-Action integration
  • Constant Keyword Level Rank and Competitive Tracking

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Display Banner Advertising

Overdrive launched both content targeting and retargeting campaigns, utilizing a variety of banners that drove consumers towards conversion-oriented landing pages.

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Conversion Optimization

Overdrive completed a full audit of the Carlisle Wide Plank Floors website, recommending and implementing easy-to-execute improvements to optimize the site for conversion opportunities. Desired actions included catalog requests, phone calls, eCommerce sales and general contact requests. Overdrive’s conversion optimization increased organic conversion rates by 591%.

  • Call-to-Action Audit
  • Google Analytics Tracking, Audit and Goal Analysis
  • User Path Analysis
  • Benefit and Offer Matrix Production
  • Image-Based Call-to-Action Integration
  • Text-Based Call-to-Action Integration
  • Conversion Rate Benchmarking
  • Offer Testing
  • Ongoing Tracking and Reporting
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Landing Page Design and Development

Overdrive developed a suite of landing pages that created immediate desire for Carlisle’s full-color catalog and encouraged users to complete a lead generation form or call and speak to a sales representative in order to get the catalog.

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Campaign Tracking and Web Analytics

Overdrive utilized a full battery of campaign and web analytic platforms including Google Analytics, MediaPlex, AdWords tracking and CRM tracking.

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Phone Tracking

Overdrive installed a phone tracking program that allowed the tracking of specific digital marketing programs. Unique 800 numbers were assigned to specific traffic sources, creative units and keywords.

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Results

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