Partners since 2018, our relationship with Heritage Tractor is one that has been defined by constant innovation and growth for both our agency and the Heritage Tractor brand. Our first-of-its-kind used equipment advertising initiative is no different.
Heritage Tractor approached Root+Beta with a need to move more used equipment from their lot, citing historically-low product category demand and high inventory levels. At the time, there were few effective strategies that were proven results-drivers, outside of expensive 3rd-party listing sites. Our team quickly got to work to develop a solution for the industry.
After internal research, we developed a first-of-its-kind dynamic advertising capability in conjunction with teams at Facebook, and began feeding the client’s used equipment directly from their website into Facebook, giving us the ability to dynamically retarget visitors to their website with hyper-relevant creative and equipment listings. Not only that, but Heritage Tractor was now able to perform outbound, digital advertising initiatives for their used equipment categories.
After an initial 30-day trial, SI EQ’s dynamic advertising strategy had driven over 15,000 listing views, 89 conversions and roughly 750,000 impressions. All of these results came at an incredibly low CPL average of $0.08, which was significantly lower than any other platform the client had advertised on. Today, we’ve expanded our used equipment advertising to over 400 individual dealerships in North America.