Clickable Product Used: The Clickable Pro Tool
Industry: Data Analytics
Problem Solved:
Navtrak, Inc. is in the business of collecting large amounts of data - specifically, GPS route information for companies with large fleets - and translating it into "actionable information." When Rod Whisner at Navtrak needed to translate his search marketing data into actionable information, he turned to Clickable. He was confident about his ability to manage the "creative" side of search marketing (such as ad copy and landing pages) and he wanted support with "the left-brain side of thing," such as his bids and budgets. He found that support in The Clickable Pro Tool. Clickable's ActEngine provided the bid and budget recommendations he was looking for, as well as best practices recommendations that he'd never thought of. As Rod put it, "Rarely in my work experience have I been such a fan of a product."
The Business
Navtrak, Inc. "is the industry leader in providing GPS tracking
systems for businesses with mobile workforces." Companies that
manage large fleets often have the tools to track each automobile
they have on the road, but they don't have the tools to translate
that data into actionable information. As Rod Whisner at Navtrak
put it, "a lot of our competitors say that they can put a dot on
the map, but it goes far beyond that."
Collecting large amounts of data and translating it into
"actionable information"- this sounded familiar to us at Clickable,
and to Rod as well. "We offer a service much like you guys: we
offer information, and advice about how to use that
information."
The Quick Transition from Agencies to
Self-Management
Rod joined Navtrak four years ago, at a time when the company ran
their search marketing efforts in-house. A little over two years
ago, the complexity of their SEM campaigns made it hard to manage
them without outside assistance. "We realized that we couldn't do
it the way it should be done, so we reached out and found an online
agency to help us." The results didn't justify the additional costs
of agency support, so Rod and his colleagues decided to bring SEM
back in-house - very abruptly. "We went from the campaigns being
managed by an agency in December to me managing them in January."
Rod felt confident about the creative side of search marketing -
such as ad copy and landing page development - but he needed help
with "the left brain side of it: the number crunching piece."
That's when he turned to The Clickable Pro Tool.
The "Left Brain" Side of Search Marketing
When Rod began using The Pro Tool, he expected to get helpful
recommendations, but, after his experience with an agency that was
trying to build volume and spend, he was pleasantly surprised to
find Clickable's ActEngine suggesting that he reduce his bids. "The
one thing I didn't anticipate was the alerts telling me that we're
overbidding." He was happy to receive those alerts: "The money that
we're saving is making me feel really good."
Another similarity that Rod found between Navtrak and Clickable
was the way he was using the product: "Oftentimes people will buy
our product for one reason and end up using it for something else."
Though he came to Clickable for help with his bids and budgets, Rod
was quickly taking advantage of best practices recommendations as
well. "Small things like prompting me to
capitalize our ad copy. I think that's a great tip that I would
never have thought of." There were also recommendations that
allowed him to quickly and simply do things that he wouldn't have
been able to do manually. "I just got prompted for the first time
last week to go in and
enter exact and phrase match keywords where I didn't have them.
Things like that are fantastic."
Saving Time and Money
Rod has continued to find incredible value in Clickable. "It's not
a cost: you're saving us time and money." He's also looking forward
to upcoming features that he's discussed with our sales and
development teams. "It's great to hear you talk about the product
road map. It's geeky, and I love that sort of stuff." It's been a
great partnership, and we're looking forward to continuing and
extending it. "Rarely in my work experience have I been such a fan
of a product." With Rod's help, we're looking forward to making our
fanbase bigger and bigger.