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Сase study: Google Ads campaign for commercial vehicles dealer with +500% conversions
About project
Kleyn is one of the world’s leading dealer of used commercial vehicles (trucks, semi-trailers) and used vans.
The company has been in business for over ninety years, delivers its vehicles worldwide and has many loyal customers due to its professionalism, consistently high quality products and service standards.
Websites:
kleyntrucks.com
kleynvans.com
bestelbus.com
Products
A regularly updated lineup that includes:
– Kleyn Trucks – 1,200 used trucks, tractors, semi-trailers and trailers.
– Kleyn Vans and Bestelbus – more than 200 used vans.
Kleyn offers vehicles of all leading brands (DAF, MAN, Volvo, Mercedes, Volkswagen, etc.) in a wide range of models, years of manufacture and price categories. Each vehicle is tested under the supervision of TÜV.
Client goals
- To perform an audit and to set up proper event tracking on the website to correctly track all conversions.
- Increasing the number of commercial vehicle purchase requests from target countries without a significant increase in budget.
- Testing different strategies to reduce the cost of impressions, clicks and conversions.
- Structuring of campaigns and ad groups in an account for easy optimization.
- Testing new campaigns to increase Kleyn's visibility.
The Problem (challenge)
Kleyn has been in business for over 90 years and is active in digital advertising (Google Ads, Meta Ads, etc.) in markets of 75 countries. The main challenge for Kleyn, as they said, was to find a competent contractor who would not only optimize existing campaigns, but would always come up with new ideas to improve site usability, scale digital advertising and innovate for marketing activities in general to increase inbound leads, referrals and sales of commercial vehicles and automotive equipment.
What was done
1. Website analysis. Setting up Google Analytics and Google Tag Manager
Setting up the correct tracking of events as well as user behavior on the website is one of the keys to getting the desired results. Otherwise, there is a chance of wasting the advertising budget.
As a result, we did the following:
- Checked existing and set up new tags in Google Tag Manager and targets in Google Analytics to track conversions correctly; Determined which conversions were targeted to optimize campaigns.
- Adjusted tags for remarketing; checked audiences settings in Google Analytics.
- We created Google Analytics 4 resources and set up conversions for smooth transitions and data comparison with Universal Analytics.
- We run A/B tests in Google Optimize and track user behavior on the website. In this way, consider and test new ideas to improve and optimize the website for users.
2. Development and implementation of the advertising strategy
Since the client already had running ad campaigns in his Google Ads account, we started by analyzing and optimizing them.
Initially we defined the target audience, countries and categories of products (vehicles) on the website to show ads. We checked if the targeting countries and languages in the campaigns were consistent, if there were any duplicate keywords, and if there were untargeted and ineffective campaigns.
We then suggested ideas for new campaigns:
- Separated branded search queries from the rest of the active search queries and launched new search campaigns, to increase Kleyn’s visibility.
- Launched “Dynamic Remarketing” campaigns with data feeds, to re-show ads to website visitors.
- Completely changed the structure of ad groups in search ads campaigns for all target countries.
- Also, we tested various interest-based media campaigns and YouTube video ads.
- We tested campaigns in different languages, search campaigns with different keywords, and dynamic search ads.
Thus, we determined the most effective advertising strategy, on the basis of which we develop and scale advertising campaigns further.
Examples of ad creatives:
Results
Dynamics of clicks and their cost during the period of cooperation
Dynamics of conversions and their cost
Dynamics of visitors and new users on the Kleyn Trucks website
Dynamics of visitors and new users on the Kleyn Trucks website
Dynamics of actual sales growth for the period of cooperation
Number of sales by months
No Data Found
ROAS by months
No Data Found
Price per purchase by month
No Data Found
Client Testimonial
Conclusions
In one year of conducting digital advertising for Kleyn, a company selling used commercial vehicles, we were able to achieve over 2000+ conversions per month, reducing the cost per conversion by 5 times, while increasing our budget by only 15%. These results and the effective strategy we developed will allow us to continue scaling the client’s advertising campaigns while maintaining high efficiency.
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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