Views: 0 Author: Site Editor Publish Time: 2021-04-19 Origin: Site
In recent years, my country's exports of wire mesh products have maintained a steady growth trend.However, what follows is more intense competition among domestic and foreign peers, and many companies are still struggling to go global.Today, Sunac Cloud will share with you a customer who makes silk screen products. After using Google Ads to diversify its product portfolio, it finally achieved an increase in conversion rate.
1. Customer background analysis
1. Customer’s current dilemma
This customer has been engaged in wire mesh production for more than ten years. Previously, it had been focusing on domestic business. In the past two years, it has begun to shift its focus to foreign countries.However, since I was new to the foreign trade industry, I obviously lacked competitiveness in the mature market. Although I tried to build a website and launchgoogle ads, but the results are not satisfactory, with less than 2 inquiries and customer consultations per month.The primary problem it currently faces is:
1) The current market is close to saturation. How to open up new markets and accurately find high-demand users?
2) Currently, online marketing is booming. How to deliver it accurately and achieve low-cost and rapid customer acquisition?
3) Customer churn is serious. How to recover 'missed' high-intent potential customers through remarketing?
2. Customers’ rigid needs
After in-depth understanding, we found that this company is currently focusing on developing countries. The main language is English. It sells a wide range of products. It hopes to cover as many overseas customers as possible through Google Ads, attracting them to enter the website for online consultation, and ultimately Make a deal.
2. Industry background analysis
Before solving the customer's problem, we must first analyze the current international export environment and investigate in advance whether the country where the customer is mainly targeting has sufficient potential and whether it is suitable for the company to vigorously develop and develop. We must pay attention to the wind vane and make a more accurate and suitable decision for the company. overseas optimization strategy.
my country's wire mesh products occupy a large share in the world.Exports mainly cover the five continents of the world, concentrated in 237 countries and regions including the United States, Japan, the United Kingdom, Hong Kong, Vietnam, Australia, Malaysia, the Russian Federation, and South Korea.Especially under the background of the national 'Belt and Road' initiative, the scope of China's online commerce has expanded to more than 100 countries and regions that have signed cooperation documents on jointly building the 'Belt and Road', including Russia, Israel, South Korea, and Vietnam. , which is perfectly in line with the trend of diversifying the export market of hardware products and strengthening exports to countries along the 'BRICS' and 'One Belt and One Road'.The 'One Belt, One Road' strategy promotes bilateral trade cooperation, and my country's hardware industry will surely develop tremendously with it.Therefore, it will be of practical significance to develop countries along the Belt and Road as early as possible.
Heat analysis of wire mesh products and subdivided products
Understanding the global popularity and hot-selling areas of each major segmented product in advance can help companies carry out targeted advertising, thereby reducing advertising costs.The company's main products include woven and welded wire mesh.By using Google Trends to compare these two categories in web searches and news searches, we strive to discover new business opportunities:
1) The popularity trend is leading and can be focused on
As can be seen from the table, wire mesh products have obvious advantages in Google web search, YouTube search, Google shopping search and image search, and can be launched through various major forms of Google.Targeted delivery of relevant vocabulary.
2) Based on regional popularity, identify developing countries with high popularity for 'One Belt, One Road' and focus on them
Next, let’s take a look at the global popularity distribution of wire mesh products.As you can see from the above table, Zimbabwe, Qatar, and Kenya rank high in popularity. They are also the developing countries that this company focuses on, and they have the support of the 'Belt and Road' policy. It can be said that they are in the right place at the right time.
After that, focus on online marketing optimization for the countries where the company focuses on development and the products that it wants to focus on.
3. Digital marketing solutions
Based on the current industry background trends and customer needs, we have formulated marketing strategies and marketing goals for each stage, which are mainly divided into three steps:
1. Google search: accurate placement and quick acquisition of in-demand customers
Search marketing campaign settings
1) Before the advertisement goes online:
Advertising is the 'source' to improve the effectiveness of publicity and promotion. We understand it from the two sections of advertising campaigns and ad groups.
① Advertising campaign: search advertising + audience list + remarketing list to accumulate customers.
Choose the appropriate advertising network to increase advertising traffic: when advertising, click 'Advertise to search partners', otherwise it will not be displayed.Since we want to drive users to the website, we can give priority to the PC side on the device. The proportion of mobile phones and tablets can be adjusted according to the actual situation in the future.
CPC bid first, and choose automatic bidding mode based on feedback: Since this company has just started advertising to developing countries, in order to test the waters, we recommend CPC bid first, and then give feedback based on the actual data of the advertising account after two weeks or a month. , select automatic bidding mode.For example, we want to attract more traffic to the website, so we use 'try to get as many clicks as possible'.
'Big first, then small', intelligent selection of delivery time: Since the company is new to developing countries, it cannot control the delivery time very well. Therefore, in the early stage, we will launch all-day delivery first, and then make centralized adjustments after understanding Delivery time period.
②Advertising group:
Various variations and expansion styles of each category word are subdivided into corresponding groups: product words, category words, application words, combination words, manufacturer words, service words, and set these product words into different advertisements Group;
Display the selling points of the product for different launch areas and countries: Since we have already selected the countries and regions we prefer based on Google Trends in the early stage, we will then carry out targeted launches based on different regions.For example, customers in Asia are interested in product quality, and African customers are interested in product price. This is the winning point when launching products between countries.
According to the customer's primary and secondary products, the ad group is segmented for the primary and secondary products: for example, 'wire mesh' is the main product word, and 'welded wire mesh' is the regular product word, then we will target these two Product phrases are used to create key product phrases and regular product phrases respectively.
In addition, keywords need to be expanded.The product keywords provided by customers can be used as the main recommendation, and other keywords can be expanded using word expansion tools, and then verified through Google searches. If our products can be found, they can be used. If a batch of other peer information appears, it is recommended Abandon.
In addition, we recommend that each ad group set up at least 3 or more advertising slogans, including ≥ 1 adaptive search ad, ≥ 2 ETA ads (enlarged text ads), j It is recommended to add a call-to-action, so as to attract as many people as possible of users click on our ads.
2) After the advertisement goes online:
After the advertisement goes online, the delivery information will be adjusted in a timely manner based on the performance of the advertising account.
① Advertising strategy: If the search volume of the product is sufficient, you can choose to place 100% search ads and accumulate audiences for remarketing.Of course, if the search volume is too low, you can choose 60% search + 40% display advertising;
②Ad extension information: optimize sitelink content by viewing reports;
③Country: Since the company focuses on developing countries, through preliminary analysis, we will increase the proportion of investment in the Philippines, South Africa and the United Arab Emirates.The language is mainly English.After that, according to the country's traffic situation, countries with poor traffic will reduce the delivery budget and delivery form, and then focus on observation.
④ In terms of advertising slogans: Check the specific data reports for the tool hardware product ad group and regular product ad group that we focus on promoting. You can first pause the ad group with low click-through rate and high display share.In addition, check the search term report to optimize the advertising content from the perspective of search terms; for competing product ad groups, analyze the impression share and click-through rate of the ad slogan. Those with high click-through rates will be retained, and those with low click-through rates will be ranked lower. of suspension.
⑤Keywords: You can follow the 'Four Quadrants' principle of keywords: For example, if 'wire mesh' has a high click-through rate and high conversion rate, increase the keyword bid; if the click-through rate is low and the conversion rate is high, increase the bid and Optimize creativity; but when the click-through rate and conversion rate are low, we can delete the keyword or no longer bid on this keyword; and when the click-through rate is high and the conversion rate is low, we can lower the bid for it.
2. Cut off customers - Competitive customer groups: low cost, quickly acquire customers, and increase the number of visits by more than 60%
After all, the overseas market is limited. In addition to independently developing customers, analyzing competitors and intercepting users who are highly compatible with us is also a great skill.Since this company is engaged in hardware products, we first identified two rival companies that are relatively large in scale and have a higher degree of export category matching.And use tools to quickly analyze and understand.Use the tool Similar Web to analyze competitors' global rankings, website visitors, time spent on the website, number of pages viewed, and comparison of online marketing strategies.Afterwards, use SpyFu to track your competitors’ advertising & keywords, check your competitors’ websites, which keywords rank at the top of search engines, and check the status of each keyword they purchased on Google, such as : Which keywords have high rankings but have seen their rankings decline recently?Which keywords have stable rankings and so on.After that, we set up targeted negative words, learn from them, and expand words based on their keywords.Eventually, the number of visits increased by more than 60%.
3. Attract customers - remarketing: convert customers who have visited the website before, increasing the conversion rate by 32%
The 'search + remarketing' combination model analyzes account delivery data and combines the inquiry statistics table to analyze products with more inquiries, and uses remarketing to display product information and company information to visiting customers again in the form of pictures. Optimize to further improve data conversion.
Optimize mobile coverage, reduce click costs, and promote PC customer conversion: Optimizers use tools (Consumer Barometer) to query the mobile coverage of the customer's target market one by one, analyze the importance of mobile traffic, and enable mobile device promotion, so that both Reducing the cost per click can also promote customer conversion on the PC side.
Monitor, track, and convert intended customers and develop potential customers: bury the Google Tag Manager code on the website to further monitor how many of the intended customers click on the website email address, how many people leave messages for consultation, etc.At the same time, in order to ensure timely communication with customers, improve customer experience and customer retention, you can add a third-party online communication tool (Olark) to the website to ensure that overseas customers can communicate with customers in a timely manner when they visit the website and allow them to leave contact. information and needs.
Regular website data analysis to reduce drop-out rates and increase conversion rates: Because companies want to increase website visits, they ultimately serve conversions.Therefore, optimizers will also focus on website analysis, mainly focusing on the website's exposure and visits, as well as capturing the customer's behavior flow in Google Ads, bounce rate, time spent on the website, number of pages viewed, visitor source channels, etc. , thereby optimizing account traffic in a timely manner, replacing information on product pages with high bounce rates, ensuring that customers see valuable information on the website, and ultimately form conversions.
In the end, it helped this wire mesh products company achieve a 30% reduction in conversion costs and a 60% increase in visits.
