The Challenge:
Plugging Into E-Waste Recyclers
What sets similar companies apart? It might be in the quality of the product or service rendered. It might be the customer experience. Or it may be in specialization – you have expertise or capability that your competition simply does not.
But without audience awareness, doing more things and doing them better means nothing. As of 2023, Lincoln Recycling was the only recycling center in northwestern Pennsylvania offering electronic recycling – the problem was that very few people knew about it.
Epic Web Studios’ digital marketing department was hired to change that.
- No native website content about electronic recycling
- Measuring results (recyclable drop-offs) was not practical through the website
- Sticking around in the audience conscious long enough to drive action
The Solution:
Getting Would-Be Recyclers in the Loop
To promote awareness around this specific service, a simple landing page for his website was created, covering three essential pieces of information:
- The benefits of recycling e-waste (why bother?)
- What forms of electronics waste are accepted
- Where to go (map embed of the two locations and links to driving directions)
Next, Epic created Search Campaigns (for specific keywords) and Display campaigns (to help create general brand awareness in the region) on Google Ads, triggered when Google users in the Erie or Meadville areas searched for terms relevant to electronics recycling. Epic tracked interactions with Lincoln Recycling’s Google Business Profile (calling or asking for directions) as conversions — consistent with Lincoln’s goal of more real-life visitors to its recycling centers.
The Result:
Users Find Their Way to Lincoln Recycling
Combining a strategic Campaign, graphics, landing page, ad grouping, and keyword bidding can quickly power up brand awareness and digital presence in a local area.
Lincoln Recycling’s Google Ads campaigns saw an average:
- 9.39% conversion rate
- 3.44% interaction rate
- Cost-per-click of $1.23
All told, 759 users called or clicked for directions during the campaign, translating to multiple tons worth of e-waste to be processed for valuable copper, aluminum, and precious metals.
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