Kubota Tractor Names Goodway Group Agency Of Record

Kubota Tractor Corp. has named Goodway Group its digital agency of record (DAOR) in the United States, the company’s largest market.

“During the past year, we began relying on them as our unofficial agency of record, but now it’s time we made it official,” said John Lee, director of marketing at Kubota Tractor.

With this agreement, Goodway Group becomes responsible for Kubota Tractor’s entire digital strategy such as paid search, display, social, geofencing, digital video, digital audio, advanced TV, digital extensions of traditional media, and other digital media services.

Kubota Tractor in the U.S. markets and distributes Kubota-engineered and manufactured machinery and equipment.

Goodway Group also will serve as Kubota’s digital strategy hub, working with their other partners to provide a media strategy across all tiers. 



The agency recently worked with Kubota Tractor on scaling their hyperlocal SEM strategy, relying on the agency to help meet the individual needs and goals of their dealers.

The two companies have been working together since 2017, when Kubota Tractor brought in the Goodway Group to collaborate on pilot campaigns. The relationship grew based on performance and results.

One dealership in rural Mississippi, looking to drive higher return on investment from its paid-search campaign at the beginning of the COVID-19 pandemic, worked with Goodway Group to create a custom campaign through hyperlocal targeting.

The campaign targeted a consumer group 50 years and older with responsive search ads (RSLA) and hundreds of relevant broad- and exact-match keywords tailored to the local business.

The campaign surpassed all year-over-year benchmarks increasing conversion volume by 157%, improving cost per acquisition (CPA) by 63% and increased click-through rate (CTR) by 159%. All helped the local dealers persevere through the first half of 2020.

With President Biden’s push for green power, it’s not clear how it will affect companies like Kubota Tractor, but Lee said Goodway Group will be there to help create and communicate the message to consumers, and aid in the transition.  

There’s a huge shift in people moving from urban to rural environments, Lee said. “As demographic shifts happen in the United States, especially those prompted by COVID-19, we want to be there for new and existing customers,” he said. “We’re relying on Goodway to model our campaigns, so when we’re doing our programmatic media, paid search and geotargeting, we’re more efficient with the media buys and capture that first-time buyer.”

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