Case study · Automotive & transport

Camec: a journey to audience engagement.

Camec supplies caravan and RV appliances, parts and accessories through partnerships with big name brands. Its campaigns were converting below their potential while competitors crowded the search results, so the advertising had to work harder and smarter.

Sector: Automotive & transport
Service: Social media advertising
Channels: Google Ads

Digital marketingCampaign delivery

Off-road camper parked in a rocky desert landscape at dusk.

The challenge

What needed to change.

Camec works with a number of big name brands and partners to bring its customers the best caravan and RV appliances, parts and accessories on the market. We have worked with the business on a range of promotional campaigns. This one is about how targeted advertising helped define the market for caravan products in Australia, measured on click-through rate, landing page views and impressions that bring in traffic and lift the purchase rate.

Before the work, the existing campaigns were running at less than optimal conversion rates. The priorities were to refine them quickly and to generate more awareness among the potential market.

At the same time, Camec’s competitors had begun advertising on Google in increasing volume, and that was affecting ad positions. With more businesses bidding on the key search phrases, placements were becoming far more expensive and returning less. Simply outbidding the field was not an option, so the campaigns needed a different way through.

Approach

How the work took shape.

We audited all existing digital marketing activity and the website pages behind it to find where traffic and conversion rate could be lifted. In Google Ads, the first move was to lift keyword quality scores through a better landing page experience, which won top position on highly competitive keywords.

Goal tracking in Google Analytics and Google Ads let us follow each click through to purchases and local store traffic. We added a local campaign for nearby caravan accessory searches, built an ad group for every product and introduced Shopping ads with an efficient bidding strategy. Keywords were tailored to products, competitor bidding and audience analysis, which brought the cost of each conversion down.

On social, we ran paid campaigns structured around the groups most likely to buy. Separate test campaigns and combined interest campaigns were launched against different lifestyles and interest groups, so we could see which audiences responded and put the budget behind them.

Click-through rate was the working measure throughout. A high rate tells us that people are finding the ads and listings helpful and relevant, so we kept optimising the audiences in the targeting campaigns to increase website views, find the niche and feed it with traffic. Remarketing and lookalike audiences then carried those visitors through to conversion and a stronger return on ad spend. Every campaign was managed on return on investment, not reach for its own sake.

The shift

Instead of paying more for the same crowded keywords, we gave every product its own way to be found.

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The work

The work, up close.

The product-specific ad groups did the heavy lifting in search. Each product had its own ads and its own landing page, which meant the ad matched the search far more closely than a general campaign could. That relevance is what improved positions against competitors and lifted the click-through rate, and it gave Camec a brand awareness advantage across a wide catalogue of products.

6.61%.

Click-through rate after product-specific ads were introduced.

3.75m.

Impressions over the period, with over 85K landing page views.

138K.

Post engagements over the period.

The social campaigns reached a large audience and kept it engaged. The product catalogue campaign in particular showed how well a relevant product served to the right interest group performs, and the volume of landing page views and post engagements shows that the impressions were doing more than being seen.

Together, search and social gave Camec a structured picture of its market in Australia and a set of campaigns that could be refined against clear measures rather than guessed at.