FUJIFILM Business Innovation

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“Chris (PPC Specialist at OAP) demonstrated a genuine investment in getting good results for our account. We felt a lot more transparency on what was done and was to be done monthly. The communication was really good, all the changes and recommendations were communicated accordingly. The implementation of meeting notes was very helpful, making things easier for us to have a simple round out. The Data Studio reports that OAP built were good for our monthly reporting because they were easy to understand”.

Alastair Belton,

Digital Marketing Executiveat FUJIFILM Business Innovation

 

 

 

 

Summary

FUJIFILM Business Innovation has been a print and document technology leader in New Zealand, offering cutting-edge digital printing technologies, outsourced services and supplies, and enterprise document solutions for businesses. OAP was proud to work with FUJIFILM in running specialized PPC campaigns for two years before FUJIFILM went on to build their own internal marketing team. The PPC campaigns included search and display ads to improve lead generation and drive conversions.

Main Objective

Using Google Ads, we worked with FUJIFILM Business Innovation to promote their premium multifunction printers and business solutions and achieve the following goals;

  •  Lead generation
  • Drive quality traffic to the website
  • Increase sales

Strategy

After analyzing the existing Google Ads account for structure, performance and tracking, we went on to optimize existing ads and set up new campaigns using both the Google Display and Search networks.

Google Display Ad Campaigns

The Display campaigns were segmented by products and services and further broken down into the below audience segments to ensure that each campaign targeted the relevant demographic.

In-market audiences: Targeted people who were actively searching and comparing related products and services.

Remarketing Audiences: Users who visited the website within 30 days and did not convert. 

Google Search Campaigns

One of the most notable search campaigns we worked on for this account was a Brand Campaign. In April 2021, the client rebranded from Fuji Xerox to FUJIFILM Business Innovation and wanted to avoid a drop in traffic due to this.

Therefore, we ran a rebranding campaign that used exact and phrase match keywords for both the old and new brand names which successfully brought in 64.59% of branded search traffic.

 All search and display campaigns contained strategic messaging and content that were customised to the specific targeted demographic. We also worked with the client in building landing pages exclusive to certain audiences to refine and improve visitor interactions on the website, ultimately resulting in high conversions.

Results

Since the FUJIFILM Business Innovation website is service-based and doesn’t sell any products online, we set up conversion tracking focusing on form submissions for lead generation and specific page interactions for goal conversions. Within a year of our partnership, we were happy to achieve a healthy conversion total and improved site traffic through Google Ad campaigns.

 

 

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