Industry Case Study | Machinery Industry: Google Ads Accurately Develop Overseas Markets in Three Steps

Today, I will analyze in detail an overseas marketing case of Foshan’s local machinery industry to understand how the machinery industry can use Google to accurately develop overseas markets in 2022?

This case comes from: Foshan Yige | Google Overseas Experience Center. Carefully compiled to help more foreign trade people with practical actions~

A machinery company in Foshan is an enterprise that focuses on the research and development, production and sales of packaging machinery and equipment. It is a large domestic professional manufacturer of food packaging machinery.

The company's original main way of expanding its customer base was to find target customers through online Alibaba and offline exhibitions. However, since the outbreak of the epidemic, it has been unable to hold exhibitions abroad, and Alibaba's operating results are not as good as before. In order to increase corporate brand exposure and more accurate target customer inquiries, the company hopes to use Google ads to accurately expose brand and product information, direct traffic to the official website, and find accurate target customers.

In response to the goals proposed by the company, the Foshan Yige team analyzed and proposed a three-step solution strategy:

1. Increase brand awareness;

2. Increase the number of effective inquiries;

3. Increase the number of video views and subscriptions on YouTube channels.

Step 1. Increase brand awareness

Solution>>>

The company has a certain degree of popularity in both domestic and foreign industries, but it hopes to maintain its brand awareness and gain more exposure in front of overseas buyers, so the Foshan Yige team recommends that the company use the following methods to place advertisements.

Search advertising: Since brand words are highly targeted and highly relevant to search users, we can accurately place brand words to encourage overseas buyers to actively search. After timely tracking and adjustment of the placement plan, the company's brand advertising ranking is basically in the first position.

Display advertising: Target themes and groups related to the company's different product lines, and actively display brand and product information. When placing display ads, the Foshan Yige team selects appropriate bidding methods according to different situations and goals to achieve the best results, maximize new traffic, low-cost traffic, and increase brand coverage and market share.

Step 2. Increase the number of effective inquiries

Solution>>>

Precise product keyword search advertising: Foshan Yige team communicated with the company about the market situation in the overseas target areas, screened the product categories to be focused on in different regions, expanded precise product keywords according to market search needs, placed precise search ads, and directed traffic to the corresponding product details page on the website, improving visitor experience and continuously increasing the number of effective inquiries.

Place video insert ads for key products: Communicate regularly to select key products for placement, place video insert ads for corresponding products, obtain traffic breakthroughs, place and optimize YouTube insert ads to reduce click costs, thereby achieving a continuous decline in inquiry costs.

Step 3. Increase YouTube channel video views and subscriptions

Solution>>>

The Foshan Yige team regularly operates the company's YouTube channel, updating 2-3 videos every week to maintain the update volume, using the vivid presentation of videos to make up for the shortcomings of pictures and texts, creating a content-rich YouTube video channel, gaining the trust of buyers, and laying the foundation for subsequent video advertising promotion.

Use part of the budget to place YouTube video discovery ads and video interstitial ads. Through video discovery ads, encourage customers to learn more about products and subscribe to YouTube channels. Use video interstitial ads to increase potential customers' trust in the brand and promote purchasing decisions. This will help increase product video playback and channel subscriptions at a low cost.

YouTube situation:

Views: 746,000+

Watch time: 9301.8h

Subscription growth: 879+

With the service of Foshan Yige team, the advertisement received 15.5 million exposures↗ , 220,000 clicks↗, and 2,000+ effective inquiries↗ . From the data, all data have grown steadily, and the quality of B-end inquiries is high✔ . The company reported that it has closed deals with high-quality customers of a complete set of production lines in America, Europe, Africa, Southeast Asia, etc., and the advertising effect is remarkable.

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(Overseas Marketing Consultant of Yige Technology)