2.3 times reduction in the cost of a lead for a logistics company
The logistics company provides comprehensive services for the transportation of goods around the world by rail, air, and sea transport. In addition, it provides accompanying services (insurance, forwarding, customs clearance). As a result, the client receives the delivery of the cargo on a turnkey basis.
Task:
- Attracting new customers to the business
Difficulties:
- High competition, high cost per click;
- The client had a new website, previously they didn’t have any advertising, and there was no data for analysis.
We had run an campaigns on Google Ads and based our promotion strategy in on 2 principles:
- advertising only marginal services;
- positioning in narrow areas of services: railway transportation from China, air delivery of goods from China, and customs clearance in Odessa, while separate pages were created on the site.
Results:
- promotion period: 5 months
- number of applications: 215
- the cost of lead cost per lead had decreased from $20 to $8,6
- website conversion: 6.06%
Working process :
- Setting up analytics systems on the site. Create a thank you page. Setting conversion and additional goals.
- Collecting semantics through the Google Keyword Planner. Preparation of a media plan with a forecast for figures and budgets.
- Choosing the best directions and relevant keywords.
- Preparation of ads and extensions.
- Setting up and launching advertising in Google Ads.
What did we do to improve results?
- Regularly adjusted to optimize performance. For example, firstly, we had launched advertising for five services, and then had left only two, redirecting the entire budget to them, as they received more targeted leads.
- Carried out keyword optimization.
- Conducted tests with different locations for displaying ads (for the whole of Ukraine, for individual cities, etc.).
- Tested different bidding strategies (in the end, setting bids manually turned out to be the most optimal).
- Set up remarketing and banner advertising for visitors to competitors' websites.
- Created a separate page for railway transportation from China and directed narrow traffic to it.
The average cost of click in the begining was $1,4 and we had reduced it to $0,9, during the work . The average CTR was 8.22%. By improving the quality of the ad and using all possible extensions in the last months of operation, it was possible to increase it to 10.64% without increasing the cost per click.
Graph of changes in cost per click for search campaigns.
Graph of CTR changes for search campaigns.
Conclusion.
To get leads in such a highly competitive environment as logistics, with a limited budget, the offer must match the user's request as much as possible. It's also important to analyze the results regularly to optimize your ads.
It's free and takes 2 minutes. There are 1500+ digital agencies in the catalog that are ready to help in the implementation of your tasks. Choose and save up to 30% on time and budget!
The logistics company provides comprehensive services for the transportation of goods around the world by rail, air, and sea transport. In addition, it provides accompanying services (insurance, forwarding, customs clearance). As a result, the client receives the delivery of the cargo on a turnkey basis.
Task:
- Attracting new customers to the business
Difficulties:
- High competition, high cost per click;
- The client had a new website, previously they didn’t have any advertising, and there was no data for analysis.
We had run an campaigns on Google Ads and based our promotion strategy in on 2 principles:
- advertising only marginal services;
- positioning in narrow areas of services: railway transportation from China, air delivery of goods from China, and customs clearance in Odessa, while separate pages were created on the site.
Results:
- promotion period: 5 months
- number of applications: 215
- the cost of lead cost per lead had decreased from $20 to $8,6
- website conversion: 6.06%
Working process :
- Setting up analytics systems on the site. Create a thank you page. Setting conversion and additional goals.
- Collecting semantics through the Google Keyword Planner. Preparation of a media plan with a forecast for figures and budgets.
- Choosing the best directions and relevant keywords.
- Preparation of ads and extensions.
- Setting up and launching advertising in Google Ads.
What did we do to improve results?
- Regularly adjusted to optimize performance. For example, firstly, we had launched advertising for five services, and then had left only two, redirecting the entire budget to them, as they received more targeted leads.
- Carried out keyword optimization.
- Conducted tests with different locations for displaying ads (for the whole of Ukraine, for individual cities, etc.).
- Tested different bidding strategies (in the end, setting bids manually turned out to be the most optimal).
- Set up remarketing and banner advertising for visitors to competitors' websites.
- Created a separate page for railway transportation from China and directed narrow traffic to it.
The average cost of click in the begining was $1,4 and we had reduced it to $0,9, during the work . The average CTR was 8.22%. By improving the quality of the ad and using all possible extensions in the last months of operation, it was possible to increase it to 10.64% without increasing the cost per click.
Graph of changes in cost per click for search campaigns.
Graph of CTR changes for search campaigns.
Conclusion.
To get leads in such a highly competitive environment as logistics, with a limited budget, the offer must match the user's request as much as possible. It's also important to analyze the results regularly to optimize your ads.