John Deere drives performance with similar audiences for Search

Moline, Illinois

www.deere.com

Published July 2017

Looking to increase both sales and market share, John Deere wanted to engage with its highest value customers—and people who are just like them. With similar audiences for Search, the brand was able to find a new group of homeowners who were ready to buy.

300%

increase in CTR

31%

increase in conversions

About

Deere & Company is an American corporation that manufactures agricultural, construction, and forestry machinery, diesel engines, drivetrains used in heavy equipment, and lawn care equipment. Founded in 1837, Deere & Company is the largest agricultural machinery company in the world.

Goals

  • Engage homeowners looking to buy
  • Increase sales for mowers and utility vehicles
  • Drive improved performance for CTR, conversions, CPC and CPA

Approach

  • Tested similar audiences for Search over a six-month period
  • Employed look-alike tactics the brand has used elsewhere
  • Drive an increase in consideration and purchase intent
“We have been very pleased with the outcome of similar audiences and our ability to better reach consumers throughout the research and purchase process.”

– Jennifer Cox, John Deere Agriculture & Turf Segment Manager, Property Care