How experimenting with Google Ads
BOOSTED LEAD GENERATION FOR A SHIPPING CO.
A step-by-step guide
to level up your Google Ads Strategy
BUZET
The Story
The Shipping Co. is a Middle East’ premier one stop location for industrial lifting and rigging supplies and services. They mastered testing and providing shipping equipment all over the UAE.
Matrix
Ad Spend USD 3032.86
Lead Generation: 28
Total Number of Followers: 1000
Accounts Reached: 375 (Previously: 218)
Accounts Engaged: 47 (Previously: 18 )
The Problem:
The Shipping Co., despite having exemplary products and world class services, were unable to generate quality leads. The existing business website was not optimized for search engines and they did not have a differentiated plan to manage all their Social Media platforms. Due to less structured Social Media, they failed to educate their customers. The low optimisation of the website generated very less traffic on the website, and less traffic means low revenue.
Precisely, they knew what to sell but did not know how to sell.
How Buzet Experimented with Paid Ads?
The target audience of the product was niche. It needed strong attention to fix that leakage in the strategy. We identified a common set of target audiences for our business partners, whether those were domestic or international customers, consumers or businesses etc? This project not only required exclusive strategy drafting and the team needed to dive deep into the psychology of the consumer. The measures we took were as follows
- The pain point of the Shipping Co. was not being able to generate leads and gain visibility. We shortlisted high-selling and valuable products to market and sell. We were successful in generating 28 leads for them in the category of water bags and steel wire rope.
- We managed to set a pattern for their Social Media by using a data- based approach and getting meaningful engagement from their target audience, hence increasing their followers and reach.
- We optimized their site from scratch for SEO, removed the improper URL structure and converted it into the correct one, and improved their rankings on the Google SERP compared to their competitors.
Conclusion and Next Steps
We managed to generate 28 leads from an ad spend of USD 3032.86. Social Media Impressions was 1,399 and the reach increased to 375 accounts. CTR increased to 9.80%
Overall Social Media Performance
- Instagram reach accounted for +38.5% month-on-month
- Facebook reach increased to +68% month-on-month.
- LinkedIn impressions reached 18.2K and 17.9% unique audience reach.
Key Takeaways
- We validated the product demand in the market. Understood the buyer’s journey and drafted a strategy surrounding the findings.
- We evaluated our strategy time and again. We focused extensively on analytics and consumer data. It helped us achieve sales and generate revenue.
- We figured out the differentiating factor in the market and created a growth marketing plan. The funnel design was solely concentrated to capture quality leads
- Added Social Proofs to add credibility and reliability.
