Elevating Pryor Marking’s Digital Strategy with Targeted PPC Solutions

Pryor Marking, a world leader in marking, identification and traceability solutions, sought to enhance their digital presence and drive growth across their diverse product portfolio. With a focus on increasing visibility and conversions for their Hand Tools, Marking Machines and Custom Solutions, Pryor needed a digital marketing partner capable of delivering targeted and effective paid growth solutions.

As a company that has built its reputation on quality, durability and engineering excellence for over 175 years, Pryor required a marketing strategy that would not only drive sales but also reflect their commitment to innovation and customer-centric values.

To meet Pryor’s objectives, Fenti implemented a comprehensive PPC (Pay-Per-Click) strategy, focusing on the following key elements:

Google Ads Campaigns

We launched a series of targeted Google Ads campaigns across Pryor’s portfolio of companies, ensuring that each campaign was tailored to the specific product categories. The campaigns were designed to reach both existing and potential customers, emphasising Pryor’s long-standing expertise and the high quality of their products.

Optimised Product Feed for Shopping Ads

Recognising the growing importance of direct-to-consumer (D2C) sales, we optimised Pryor’s product feed for Google Shopping ads. This allowed Pryor to showcase their range of hand tools effectively to in-market shoppers, making it easier for consumers to find and purchase products directly from Pryor.

Performance Max and Search Campaigns

To maximise visibility and ensure comprehensive coverage across the digital landscape, we deployed Performance Max campaigns in conjunction with traditional Search campaigns. This combination enabled us to retarget key audiences, capture high-intent shoppers and drive conversions by appearing across various Google networks.

Content and Call-to-Action Strategy

We carefully crafted content and call-to-action (CTA) elements within the ads to be both compelling and reflective of Pryor’s brand values. The messaging highlighted Pryor’s industry-leading experience, commitment to quality and innovative solutions, ensuring that the ads resonated with the target audience while prompting immediate action.

Ongoing Keyword Optimisation

To maintain the effectiveness of the campaigns, we implemented a rigorous process of keyword selection and ongoing optimisation. By selecting high-performing keywords and continually reviewing and adjusting them, we were able to maximise awareness and conversions while staying within budget.

The PPC solutions we provided were instrumental in enhancing Pryor Marking Technology’s digital footprint and driving significant growth across their product lines.

Overall, the collaboration resulted in a marked increase in both awareness and conversions, supporting Pryor’s objectives of expanding their reach and driving sales across their diverse product offerings. This project not only delivered measurable results but also further solidified Pryor’s position as a leader in the marking and traceability industry.