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Сase study: 675 leads from Facebook and Instagram for a European special machinery dealer
About project
The company is the official representative of Macao machinery, one of the most successful brands in the engineering industry in Asia. It specializes in selling new construction equipment and a range of accessories.
Territorially located in Romania
Website: https://macaomachinery.com/
Products
- Mini loaders
- excavators
- tractors
- motor graders
Client goals
- To provide targeted traffic to the site through Facebook and Instagram ads
- To generate incoming requests for consultation and/or purchase of equipment
- To increase awareness and sales in the Romanian market
- Increase visibility and sales in the Hungarian market
The Problem (challenge)
Initially, the client was selling appliances offline from his own site in Romania and over time he decided to scale sales both domestically and abroad. Our goal was to increase brand awareness, attract leads from a new channel for the company (Internet) and increase sales in Romania and Hungary.
The situation BEFORE:
Nearly no advertising campaigns on the Internet.
"Example quote: We wouldn't have been able to realize our goals if we didn't have the efficient digital marketing strategy & campaigns that we got through Linemedia Digital."
What was done
1. Analyzing and setting up analytics
Setting up analytics correctly, staging, as well as tracking events on the site is one of the main conditions for effective advertising. Otherwise there is a chance of wasting the advertising budget. As a result, in the first month we did the following:
- Selected which targets we would track.
- We built a funnel of CA touches with the brand and products from first touch to purchase.
- Installed Google Analytics, set up tracking of all necessary goals, gathering and transferring audiences, etc.
- Installed Facebook Pixel on the site and set up event tracking.
2. Target audience and market analysis was conducted
Conducted a detailed analysis of the market and competitors. We highlighted the characteristics of the target audience, advertising creatives and promotional strategies.
After a detailed study of what is important to potential customers, we segmented the target audience depending on their needs and what stage of decision-making people are at.
Several audience groups were formed based on interests and behavior.
3. Developing and implementing an advertising strategy
After installing Facebook Pixel, we saw that the “Contact” event (clicking on the “Call” button with a phone number) was mostly triggered. The other important events such as “Lead” and “Purchase” triggered less often, so we decided to initially launch conversion campaigns optimized for the “Contact” event in Romania. Later, the same strategy was applied to the Hungarian market.
Results
Dynamics of actual conversions quantity growth for the period of cooperation
Number of conversions by months
No Data Found
Cost per Lead by month
No Data Found
Client Testimonial
Conclusions
In 8 months of work with the project we have managed to:
– Run effective online advertising activities for the client practically from scratch;
– to get more than 675 target leads at an average cost of 3.4 EUR
– to increase Macao brand recognition in several countries.
Work on the project continues
New challenges
After analyzing 2022 sales, the client identified target countries and their budgets for scaling campaigns. Since the beginning of 2023, we are also working to increase sales and brand awareness for Kleyn Vans (additional business unit) in these destinations as well.
After testing various strategies, we reasonably recommended to the client to also launch the shopping campaigns (Google Shopping), which we could not do before due to the peculiarities of the client’s website. At the moment we are in the process of setting up the Merchant Center to launch trading campaigns in the Google Ads account.
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