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Case study: Google Ads for a heavy machinery dealer in Romania with a result of +500 leads
About project
“The company serves as the official representative of Macao Machinery, a highly successful brand in the Asian engineering industry. Specializing in the sale of new construction equipment and a variety of accessories, it is located in Romania.
Website: https://macaomachinery.com/
Products
- Mini loaders
- excavators
- tractors
- motor graders
Client goals
- Ensure targeted traffic to the site through Google advertising.
- Generate incoming requests for consultation and/or purchase of equipment from target countries
- Increase visibility and sales in the Romanian market.
- Increase awareness and sales in the Hungarian market
The Problem (challenge)
Initially, the client primarily sold appliances offline from their site in Romania. Over time, the decision was made to scale sales domestically and abroad. The goal was to increase brand awareness, attract leads from Paid Google Ads, and boost sales in Romania and Hungary.
The situation BEFORE:
No advertising campaigns on Google’s platform.
"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 we did
1. Creating a website on Linemedia platform
– Developed and launched the website on the Linemedia platform within 10 days, ensuring a prompt start to advertising.
– The site is search-advertising-friendly with optimal functionality for effective conversions and tracking.
2. Analyzing and setting up analytics
– Set up goals in Google Analytics to track conversions accurately.
– Established remarketing audiences in Google Analytics.
– Created remarketing audiences in Google Analytics.
– Created Google Analytics 4 resources, ensuring a smooth transition and data comparison with Universal Analytics.
3. Advertising strategy implementation:
– Defined target audience and product categories (construction equipment) for search campaigns.
– Launched search campaigns for product categories.
– Set up search campaigns based on branded keywords to increase Macao Machinery’s visibility.
– Launched “Dynamic Remarketing” campaigns with data feeds to re-display adverts to site visitors
– Tested advertising campaigns in the Polish and Ukrainian markets using various keywords.
This experience allowed us to identify the most effective advertising strategies, which we are successfully integrating and scaling to further develop our campaigns
Results
Impressions and Clicks
No Data Found
Visitors and New Users on the Site:
No Data Found
Client Testimonial
Conclusions
In 8 months of work with the project we have managed to:
– launched an effective online advert for the client from scratch
– get more than 500 targeted leads at an average cost of 4 euros
– increased Macau’s brand awareness in multiple countries
Based on our successful results and testing strategy, we are prepared not only to maintain the current advertising campaigns’ effectiveness but also to scale them further using our advertising experience and expertise.
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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