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1 %

Increase in Google Ads clicks.

1 %

Drop in the Cost Per Conversion.

1 %

Increase in profit margins.

The Challenge

Brunel Air Cargo is a long-standing transport provider, established to offer customer-centric freight forwarding solutions by air, road or sea. With 30 years experience in the cargo and freight transportation industry, Brunel Air Cargo offers expert, reliable services across a global network of logistics with award-winning customer service. 

Brunel Air Cargo reached out to The Good Marketer because they felt their previous agency was not proactive enough, and did not dedicate enough time or attention to their account and so was not producing positive results. Their costs had also increased, with no increase in the number of enquiries they were receiving.

During our initial assessment we identified several key challenges;

  • Landing pages were not being utilised to drive conversions
  • Paid search campaigns were not being optimised
  • A discrepancy in paid search spend vs actual enquiries

Solution

Brunel Air Cargo are experts in their field and are dedicated to their clients and services, so it was important that The Good Marketer not only improved on the results delivered by their previous agency, but also conveyed their key values.

To address the key challenges identified, we conducted a full audit of their Google Ads account, which identified any low-performing campaigns and areas of opportunity. 

To begin, we separated the structure of their account into individual Search campaigns, organised by services. For example, we identified a considerable wealth of users searching for ‘Dangerous Goods’ transport services so this was setup as a separate campaign, whilst more general keywords such as “Air Cargo” and “Air Freight” were separated by ad groups. 

Organising the account in this way allowed us to more accurately target potential customers by providing refined messaging and keyword targeting. Furthermore, this then allowed us to identify further opportunities, for example, our Dangerous Goods campaign highlighted a high search volume for Hazardous Goods so we introduced this as a separate ad group. By implementing these improvements, we were able to significantly improve the volume of enquiries by over 49%.

Another one of the key challenges we identified during our initial analysis was a lack of landing pages. As part of our work, we introduced keyword optimised landing pages which not only continued the look and feel of Brunel Air Cargo’s existing website, but improved our Google quality score. 

As a result of this, we were then able to implement regular landing page A/B tests, which identified key improvements, for example; we tested the position of the form and found that by positioning the contact form above the fold, we improved the conversion rate. This small but effective change was then rolled out across the account. 

As part of our ongoing optimisation, we regularly introduced new campaigns – these were either suggested by Brunel Air Cargo’s team themselves based on the wider market environment or we identified them through Google Trends and our own search term analysis.

Refining audience profiles and mapping them onto transactional keywords is crucial to the success of this strategy. Continuing to finetune the campaigns, publish useful, on-topic content and regularly re-analysing traffic, behavioural paths and user interactions will propel results, build a recognisable brand and ultimately achieve more loyal customers and even more direct searches and conversions.

By comparing the previous period of September to November 2019 prior to us taking over their campaigns, to the period January to March where we have been working closely with Brunel, our key results indicate a dramatic improvement.

We have seen a 106% increase in the number of clicks from our campaigns whilst there has been a 24% drop in the cost per conversion, which is one of the key challenges that Brunel Air Cargo self-identified when they began working with us. 

Alongside this, our Click Through Rate has increased by 2.21% and there have been 84.42 more conversions, which is an increase of 49%.

However, the biggest indicator of success has been that Brunel Air Cargo has seen a 65.1% increase in their profit margins. This was as a result of introducing higher value campaigns because we were able to work closely with the team and identify new opportunities together. 

As an agency, we provide transparent services that go above and beyond what our clients approach us for in the onboarding process. We deliver the very best results for our clients because our values of transparency, flexibility and affordability allow us to create authentic relationships with our clients and really understand their goals.

The Results

Since working with Brunel Air Cargo we have:

  • Generated a 106% increase in number of clicks from our Google Campaigns
  • Achieved a 24% drop in Cost Per Conversion on Google
  • Seen a 2.21% increase in CTR from our Google Campaigns
  • Driven 84.42 more conversions, which is an increase of 49% on Google
  • Driven an increase in profit margins by 65.1%
  • Created and implemented new Optimised Landing Pages
  • Carried out regular Search Term Analysis and Bid Management on Google
  • Introduced regular new ad creative on Google which focused on the user's needs
  • Implemented regular ad copy tests to ensure performance
  • Introduced Segmented Keyword Management to improve Search campaign performance on Google
  • Worked closely with the internal team of the business in the development of the marketing campaign

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