Wishing to further support lead generation to Find A Dealer for LLumar performance film, Eastman called for a paid search campaign to increase consumer calls to LLumar window tint dealers.
Pan Galactic set a goal of reaching consumers during a key time consumers would be searching for window tint: when they were feeling hot! Extensive keyword research found that search volume for “car window tint” and similar keywords peaks from March to August. With this knowledge, Pan Galactic created a Google Adwords weather-based campaign that increased bids in real-time as the temperature rose and decreased bids as it fell.
Temperature adjusted bids delivered 5% more clicks at an 11% lower cost per click. The campaign also saw a 3% increase in Find A Dealer conversions at a 9% lower cost per conversion. The test was deemed a success and resulted in the Google temperature script being applied to all LLumar® window tint PPC campaigns.
These results paved the way to further consider ways to use the weather script, and a UV-based campaign was born. In the first 3 winter months of the UV program, SEM campaigns that were bidding up by UV saw a 74% increase in conversions at nearly half the price in cost per conversion.