Case Study: Eurodim – Google Ads to Increase Leads for Inert Material Sales and Special Equipment Rental

Client

Eurodom – The first Ukrainian construction company with a European approach. Specializing in general contracting, construction, logistics and rental of special equipment, and sales of inert materials.

Task

• Testing Google Ads as a communication channel with the target audience

• Increasing the number of applications for the sale of inert materials, and rental of special equipment thanks to advertising in Google Ads

Input data

1. The client had no previous experience with advertising. Data on user interactions with the site was also not tracked. Therefore, planning such indicators as CTR and CR was limited exclusively to the Google Ads planner.

2. The site had incomplete information about the geography of the company's services.

3. One of the features of the project is the limited logistics of individual services, since the costs of delivering special equipment or bulk materials increase significantly outside certain regions, and such orders become unprofitable.

4. Search queries in this topic often concern the technical characteristics of the product/service. For example, inert materials are often searched for by fraction ("crushed stone 20 40"), characteristic ("trenching sand"), and special equipment is often selected by the specific model ("jcb 3cx")

Decision

1. Before starting work, we collected and structured semantics (keywords) for working with search campaigns. Based on it, we determined and agreed with the client on a recommended budget that allows us to receive a sufficient number of clicks for analyzing the effectiveness and does not resort to unnecessary risks of spending the budget inappropriately.

2. We developed recommendations for additional site functionality that allows users to choose the desired delivery region.

3. The peculiarities of business logistics were taken into account in ads that were personalized for each micro-region in order to filter out possible transitions of the non-target audience.

4. In addition, point geo-targeting settings (radius, small cities) were used, which allowed us to fairly accurately reproduce the client's logistics regions.

The peculiarities of search queries in this market, namely the focus on the technical characteristics of goods and services, were also taken into account in the ads. Moreover, such characteristics were divided into groups, which then turned into ad groups. Thus, it became possible to show users the most personalized ads with high CTR indicators.

The above-mentioned features were both an opportunity to form an offer as accurately as possible in response to the user's need and a way to filter out the non-target audience. Those technical parameters that did not correspond to the client's goods and services were actively excluded by targeting with the corresponding negative keywords.

Campaigns

The vast majority were search campaigns. The account structure was formed based on geo-targeting and service/product categories.

Running campaigns opened up new potential keyword groups, which were later added to campaigns with new ads.

One of the biggest challenges was the number of low-frequency, virtually unique, queries that did not meet the interests of the business. They could not be eliminated en masse, as this was a risk of mistakenly excluding completely relevant queries. Therefore, it was extremely important to regularly monitor search queries in the first weeks of campaign operation and actively work with negative keywords.

Results

Detailed preliminary preparation of the campaigns allowed for a very strong start. The number of conversions turned out to be higher than expected. However, it quickly turned out that some logistics regions did not meet the economic requirements of the business, which is why some campaigns had to be excluded. However, this did not prevent other campaigns from achieving a stable flow of applications in the first weeks of operation. Such a flow was maintained for 7 months but with a certain decrease in efficiency in the second half of the summer due to seasonality.

Overall account results for 7 months: