Data-Driven Search Strategy Fuels New Account Growth
As the newly appointed Digital AOR for DHL, Orchard was challenged to build on this logistics leader’s unprecedented year of new account acquisition. In an increasingly saturated market, an innovative approach to their paid search media was required to sustain and grow upon their success.
We implemented a rigorous search audit process focused on optimizing campaigns to business goals. Key steps included:
- Restructuring hundreds of keyword lists
- Pruning thousands of low performing keywords
- Shifting to data-driven bidding strategies
- Layering in shipment data to identify high-intent geographic targets
This enabled hyper-targeted outreach focused on high-value customers showing purchase signals.
WHY IT WORKED
Blending rapid search optimizations with actual inbound shipping data uncovered lead generation opportunities not visible through marketing analytics alone. The enhanced precision in reaching interested accounts allowed the DHL sales team to convert new business efficiently.