Introduction & Context:
Manesteel, a prominent Moroccan company specializing in the design, fabrication, and assembly of metal structures, has been a key player in the construction and industrial sectors since its establishment in 2008. With a production facility spanning 20,000 m² in Bouznika, Manesteel caters to a diverse clientele, including government agencies and large corporations.
Despite their strong industry reputation, Manesteel faced challenges in generating quality leads through their online channels. Their existing digital marketing efforts were not yielding the desired results, prompting the need for a comprehensive overhaul of their online advertising strategy.
The Challenge (Pain Point & Problem Statement):
Manesteel‘s digital marketing initiatives were underperforming, leading to:
- Low Lead Volume: An average of only 15 leads per month, insufficient to meet sales targets.
- High Cost Per Acquisition (CPA): Each lead cost approximately $120, straining the marketing budget.
- Poor Ad Engagement: Click-Through Rates (CTR) were stagnant at 1.2%, indicating ineffective ad creatives and targeting.
Category
PPC/SEM
Clients
Manesteel
Location
Bouznika, Morocco
Led & Executed by:
Mohamed Chourouki
The Strategy & Execution (Step-by-Step Breakdown of Actions Taken):
To address these issues, a multi-faceted Google Ads strategy was implemented:
- Comprehensive Keyword Research:
- Identified high-intent keywords relevant to Manasteel’s services, focusing on terms like “metal structure fabrication Morocco” and “industrial metal assembly.”
- Identified high-intent keywords relevant to Manasteel’s services, focusing on terms like “metal structure fabrication Morocco” and “industrial metal assembly.”
- Ad Copy Optimization:
- Crafted compelling ad copies highlighting Manasteel’s unique selling propositions, such as “ISO 9001 Certified Metal Structures” and “Over a Decade of Industry Excellence.”
- Crafted compelling ad copies highlighting Manasteel’s unique selling propositions, such as “ISO 9001 Certified Metal Structures” and “Over a Decade of Industry Excellence.”
- Geo-Targeting Enhancements:
- Concentrated efforts on Moroccan regions with booming construction activities, ensuring ads reached the most relevant audiences.
- Concentrated efforts on Moroccan regions with booming construction activities, ensuring ads reached the most relevant audiences.
- Landing Page Improvements:
- Developed dedicated landing pages for each ad group, ensuring message consistency and clear calls-to-action, such as “Request a Quote” or “Schedule a Consultation.”
- Developed dedicated landing pages for each ad group, ensuring message consistency and clear calls-to-action, such as “Request a Quote” or “Schedule a Consultation.”
- Bid Strategy Adjustment:
- Shifted to a Target CPA bidding strategy, aiming to maintain cost-effectiveness while maximizing conversions.
- Shifted to a Target CPA bidding strategy, aiming to maintain cost-effectiveness while maximizing conversions.
- Ad Extensions Utilization:
- Incorporated site link extensions, call extensions, and location extensions to provide additional information and facilitate user engagement.
The Challenges & Roadblocks:
During the campaign, several challenges emerged:
- Competitive Bidding: High competition on industry-specific keywords led to increased CPCs. To counter this, long-tail keywords and negative keywords were employed to refine targeting.
- Ad Approval Delays: Some ads faced approval delays due to Google’s policies on industrial terminology. Close communication with Google’s support team ensured compliance and expedited approvals.
The Results & Impact (Before vs. After Data Comparison):
The revamped strategy yielded significant improvements over a 90-day period:
- Lead Volume: Increased from 15 to 45 leads per month, a 200% uplift.
- Cost Per Acquisition: Reduced from $120 to $80, enhancing budget efficiency by 33%.
- Click-Through Rate: Improved from 1.2% to 3.5%, indicating more engaging and relevant ads.
- Conversion Rate: Rose from 5% to 12%, reflecting better-qualified traffic and optimized landing pages.
Key Takeaways & Lessons Learned:
- Localized Targeting: Focusing on specific geographic regions can lead to more qualified leads and efficient ad spend.
- Continuous Optimization: Regularly updating ad copies and keywords is crucial to stay competitive and maintain relevance.
- Landing Page Alignment: Ensuring that landing pages are tailored to ad messages significantly boosts conversion rates.
- Adaptive Bidding Strategies: Utilizing automated bidding strategies like Target CPA can help achieve desired outcomes within budget constraints.
Conclusion & Final Thoughts:
By implementing a targeted and data-driven Google Ads strategy, Manasteel successfully revitalized its digital presence, leading to substantial improvements in lead generation and cost efficiency.
This case underscores the importance of aligning digital marketing efforts with business objectives and continuously adapting to market dynamics.
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