In This Video
In this episode, we show a real-life example of how we successfully assisted a leading customs and logistics company to grow by employing a Smart, Data-Driven Google Ads services Approach. Our client, based in Ireland and dealing with Customs Declarations, Vehicle Importation, and logistics solutions to both Ireland and the United Kingdom, was experiencing issues related to visibility, lead generation, and advertising costs. Not having success before with a previous agency they saw us as the new and improved agency.
A comprehensive Google Adwords campaign for the project was designed and followed which consisted of a search Campaign, Dynamic Search Ads, Ad extensions, Smart Bidding, and Remarketing. By so doing, we were able to acquire a total of quality leads 280 with a CAC of $ 35.24, enhancing lead quality, traffic, and cost per quality leads. The work we did intended to make the client a market leader in the logistics industry, providing organic growth, and leaving competitors behind. Don’t miss out on the next episodes to see how these strategies may also benefit your business.
Case Study
How We Helped a Leading Customs and Logistics Provider Scale Their Business with a Data-Driven Google Ads Strategy
Across all industries today, companies are searching for innovative ways to leverage their marketing investments by increasing not only the quantity, but more importantly, the quality of leads, and minimizing wastage in their advertising. That is true for the logistics sector too. Today, there is greater competition in the global market and businesses need to target the right audience through the right platform, this is why digital marketing is important.
To discuss the specifics of the case with the details this blog post will focus on an incredible case of how we combined efforts to assist a leading customs and logistics provider to grow their business by maximizing their Google Ads efficiency. This case study is good for those finding themselves in the logistics industry or those with ad campaigns requiring optimization to produce better outcomes. Let’s get started!
Client Overview
A Trusted Player in Customs and Logistics
Our client is a reputable and well-known customs and logistics company serving the whole of Ireland and beyond to the United Kingdom. This company specializes in Customs Declarations, Vehicle Importation from UK and Japan, and Total Logistics Solutions for Air and Road Freight. They are very useful to all trading companies to ease their work in dealing with other countries and their legal working and delivering products on time.
Yet, the marketing of the services that the client provided was a major problem and the results of their service were outstanding. They were of low operational visibility, low quality of leads, and poor advertising spending. It is a market leader in its industry, and to challenge its dominant position and approach more of a wider audience with better quality leads, it required help. To this, we came up with a solution that was designed specifically to meet these needs, which is as follows.
The Challenge
High cost per lead and low conversion rates, lackluster ad ROI
The client used to work with a prior agency that failed to provide the necessary results the client wanted. Their campaigns were not targeting the ideal audience and so as ended up receiving poor quality leads that did not convert to many clients. The client was also angry with the low productivity of the ad spend that they were making hence a bad return on investment (ROI).
In particular, the placements of their ads were not helping them reach out to persons in a position to patronize them such as businessmen who want to import vehicles or firms in need of customs services. Furthermore, the client’s existing campaigns were not designed to capitalize on the leads that they were getting. This raised surge costs and reduced both website traffic and lead quality, which inhibited their ability to grow.
Google Ads Strategy: A Data-Driven Approach
To assist the client in addressing these issues, we created the following Google Ads plan to enhance targeting, raise lead quality, and optimize ad costs. Here’s a breakdown of our approach:
Highly Targeted Search Campaign
The first thing we decided to do as part of the strategy was to develop extremely specific Google Adword campaigns that would target the keywords that are most relevant to the services that the client supplies. From the technical keywords, we found specific keywords such as “Customs Declaration”, “and UK Vehicle Importation” which directly related to what the client offers and what potential customers would be searching for. This lets us target traffic that was a lot more likely to turn into higher-probability prospects.
That way, we made sure that the keywords used to select the ad were presented to the people who were actively searching for these services.
Dynamic Search Ads (DSA)
In addition to this, we also included Dynamic Search Ads (DSA). These ads apply Google’s artificial intelligence to come up with ad headlines all on their own based on the contents of the client’s site. This enabled us to track the long-tail keywords, the precise and less-used keywords not originally put down in our keyword research.
More relevant traffic was caught by Dynamic Search Ads which increased the number of inquiries and high-quality leads.
Ad Extensions for Better Brand Interaction
To make the client’s ads more noticeable and clickable, different ad extensions were employed including call extension and location extension. Such attributes informed potential customers about the possibility of calling the client directly or locating him/her physically, within a click of a button. It not only helped to increase the site’s exposure but also increased the probability of landing a sale by making it easier for users to act on the prompt.
Smart Bidding Strategies
Among them, the use of smart bidding strategies contributed to the effective use of the ad expenditure for the client’s benefit. We employed Target CPA (Cost Per Acquisition) and Enhanced CPC (Cost-Per-Click) bidding for the budgeting so as to guarantee the client that their ads were being seen by the right persons at the right cost.
Such bidding strategies enabled us to set bids to change dynamically in real-time depending on the prospect of conversion so as to optimize the advertising spend and get improved value for the money spent.
Remarketing Campaigns
Not all the people who came to the site were going to convert on the first visit so we put in place remarketing which targeted visitors who had shown interest in the site but left without taking any action. The beauty of the targeted campaigns was that, the people had visited the site and seen the ads so there was a high probability of them clicking on a link and making a conversion.
The biggest advantage of remarketing is that it is one of the most effective tools to increase conversion rates: people see your ads all the time.
Ad Copy Testing and Optimization
It was crucial to maintain a high level of activities therefore an A/B test of the ad text was constantly run. We used small changes to the messaging as in the feelers of the ad and the headline including “Hassle-Free Customs” as well as “Quick Vehicle Importation”.
These constant iterations of ad copy made the advertisement as effective as possible and hence increased the click-through rates.
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The Results: High Growth and High Quality of leads
The results of our strategy were nothing short of impressive:
- 280 good quality leads identified.
- An average cost per acquisition (CPA) of only $35.24.
- Overall traffic quality has increased particularly a stronger quality of visitors converting into quality leads.
- The advertising cost approached optimality and was spent only on prospects promising the highest conversion rates.
While making improvements to the client’s Google Ads we were able to not only bring in more leads for the business but also better quality leads, which in turn boosted conversions. This resulted in additional business and increased the stake of the client as a logistics provider in the increasingly saturated marketplace.
Conclusion: Unlocking Sustainable Growth Through Smart Digital Marketing
This case study demonstrates that it is possible to attain sustainable growth on Google Ads and to use the knowledge of smart strategy to prove it in industries as competitive as the logistics one. It was decided that the best strategy was to concentrate on particular campaigns, choose smart bidding, and work on ad copy and targeting on an ongoing basis in order to achieve more, better-quality leads, and thus, a better ROI for the client.
Whether you operate in the logistics niche or have a business in any other field, it is always beneficial to at least consider changing up your digital marketing approach and opting for a Google Ads plan that fits every industry. Give us a call today to find out how we can help your business achieve the kind of success demonstrated here and much more!
