How we helped Dozenproducent achieve 67% conversion rate
At the beginning of 2024, Dozenproducent knocked on our door asking if we wanted to do an in-depth audit of the current Google Ads campaigns. This audit revealed pain points in the Ads account, including thousands of euros spent on irrelevant keywords and campaigns running without a preset objective. So let’s get started!
The challenge: more profitable and efficient advertising by generating more quotes and orders through Google Ads.
Dozenproducent is a company specializing in manufacturing, selling, and purchasing consignments of boxes. The company, located near Groningen, sells small and large batches of boxes, including from the website http://www.dozenproducent.nl. Our contact person is Dennis Pettinga, the company’s marketing strategist
How we saved €5.000,- monthly
The situation for the collaboration with Adverge:
The main search campaign focused on a huge number of keywords without any focus or strategy. The result of these settings was that a huge budget was spent on keywords that were completely irrelevant and that sometimes up to €40 was paid for a click.
An important conversion for Dozenproducent is requesting a quote via the website. On the quotation page, you can then indicate which products you would like to receive a quotation for, and any specific dimensions or other wishes. It is important for them that it can be measure how many quote requests come directly from Google Ads. Because a conversion was already measured when the visitor was on the quotation page for 30 seconds, and this did not mean that it was also completed, incorrect information was used. This caused a lot of uncertainty in what the Google Ads campaigns yielded for them in terms of the number of quotes.
Adverge’s approach:
The first thing we did in the account was convert the keyword targeting. The account used Broad keywords, which more or less gives Google a license to target keywords that are not relevant to you. By immediately converting this to Exact keywords (and thus becoming visible on the words that are interesting for Dozenproducent) we immediately saved approximately 60% of the budget.
What we also started immediately is setting up conversion tracking correctly, so we measure the actual quote requests instead of just 30-second visits as described earlier in this case. Correctly setting up conversion tracking ensured that we had insight into how many quote requests were received via Google Ads and that we would also actively analyze this and manage the campaigns.
We have also adjusted and consolidated the campaign structure. Unnecessary extensions have been paused and irrelevant automatic recommendations disabled. We focused on Box Producer’s most important products, the custom-made boxes, and created an effective campaign for this by only focusing on the most important keywords and setting them exactly. By writing relevant advertising texts and, among other things, using Dynamic Keyword Insertion (inserting the keyword in the header of the advertisement that is being searched for by the user), we have ensured that the advertisement better matches the search term to increase the click-through rate.
We also constantly respond to seasonal products, such as boxes for Christmas packages in the autumn. For this, we create separate campaigns with separate budgets so that we are as visible as possible with the advertisements at the most important times of the year. Separate landing pages have been created for this to also increase the conversion rate on the website.
In addition to the above actions, attention has also been paid to Server Side Tagging & Consent Mode V2 in the account so that we can optimize with the most reliable data according to the latest privacy guidelines. With Server Side Tagging we ensure that the data collected from the website and all online marketing channels is and remains the property of Dozenproducent (on its Server) and that we are not dependent on the so-called “Third-party cookies” from Google. By correctly setting Consent Mode V2, we also comply with the privacy guidelines regarding the storage of website cookies. This makes the account future-proof.
The Results
The first results are promising, within 6 months we saw that the conversion rate increased by 67% on the main search campaign and the CTR increased by 45%, as a result, we were immediately able to increase the budget on the campaigns to achieve growth to create in the account, as there is huge market potential.
Advertising is now only done on relevant search terms, which saves approximately €5.000,- of the budget per month compared to early 2024. The costs per conversion have fallen by 30%. As a result, we now advertise more efficiently and we have more insight into what the Google Ads budget yields.
Want results like this too?
Are you enthusiastic about this opportunity to work with a young but experienced agency and shape the future together? We would love to hear from you! Please contact Dominique at dominique@adverge.com.
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