Machinery Industry: Google Ads: Three Steps to Accurately Develop Overseas Markets
Brand Background
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.
Project Challenges
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.
Marketing strategy
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.
Marketing strategy
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 area, screened the product categories for key placement in different regions, expanded precise product keywords according to market search needs, placed precise search advertising, and directed traffic to the website
Corresponding to the product details page, the visitor experience is improved and the number of effective inquiries continues to increase.
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.
Promotion channels and effects
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 more than 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.