Our approach was to target users who indicated a clear interest in either performance cars or enhancing engine performance. We identified that the key benefits of the K&N product would resonate best with these audiences. We segmented the online search market into different groups of users, depending on their specific interests. Next, we tailored the ad messaging for each group using relevant product benefits. These users were then directed to the K&N site, where they could browse the full product inventory.
American air filter manufacturers K&N have a long history of producing the best performance filtration products for both motorsport and consumer use.
Since 1969, K&N have perfected their reusable air filter technology, simultaneously enhancing engine performance and reducing waste from filtration products. We worked directly with global media specialists DCT8 who gave an overall directive, whilst we focused on the PPC element of the campaign.