3M Futuro

3M is a science-based research, development and manufacturing company operating in more than 60 countries, including Australia. 3M is a leader in markets ranging from health care and highway safety to office products, abrasives and adhesives.

Futuro is a leading brand for healthy living products such as supports for knees, hands, wrists, ankles, elbows and backs to relieve joint and muscular pains from fatigue, injury and ageing.

In June 2011 Futuro Brand Manager, Diana Cornall, saw the opportunity to make it easier and faster for people to find the supports they were looking for by investing in Google AdWords online advertising campaigns. “4 out of 5 Australians research their health online, so I saw the great benefits for the Futuro brand of helping people searching online find our information, advice and products,” says Diana.

Digital agency and Google Certified Partner, Loves Data, was chosen by Diana and 3M because of its creativity and data-driven approach to managing AdWords campaigns.

Working closely with Diana the Loves Data AdWords and Analytics teams worked on two fronts; creating the campaigns, and ensuring Google Analytics was set up correctly to measure the results of the campaigns accurately.

“Our methodology is designed to ‘attract, measure and convert’,” Loves Data’s Search and Analytics Director, Benjamin Mangold said. “We built out highly targeted keyword lists and allocated budgets strategically to maximise ROI.”

Loves Data developed AdWords campaigns for the complete range of Futuro products and set about driving targeted traffic to the landing pages on the Futuro website most relevant to the keywords used by people searching and most likely to result in conversions for information, purchases, and engagement with the Futuro brand.

Loves Data implemented conversion tracking and the latest Google Analytics tracking code on Futuro’s website to provide accurate, reliable and accessible data for measuring and improving the AdWords campaigns. Visits to the ‘Where to Buy’ page for example are a good indicator of purchase intentions. High quality website visitor data has also helped Diana Cornall assess the effectiveness of online advertising and its value as a channel for marketing and brand development.

At the end of 2011 Futuro’s AdWords campaigns accounted for almost two thirds (64.28%) of all traffic to the brand’s website and the campaigns were part of the conversion path for more than half (53.7%) of conversions on the ‘Where to Buy’ landing page.