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Project Overview

Elesa+Ganter (E+G) is a leading manufacturer of standard machine elements, renowned for providing high-quality industrial components worldwide. A joint venture between Elesa S.p.A. (Monza, Milan, Italy) and Otto Ganter GmbH & Co. KG (Furtwangen, Germany), E+G focuses on offering innovative solutions for industrial applications in sectors like automation, robotics, and machinery manufacturing. To drive greater visibility and lead generation in the Indian market, Elesa+Ganter India initiated a targeted paid marketing campaign. The primary objective was to enhance qualified website traffic across India, leveraging paid Google Ads and Google Display Network (GDN) to reach potential customers effectively.

Challenge

Despite being a global leader in its industry, Elesa+Ganter India faced challenges in generating highly relevant website traffic from its paid marketing efforts. The Indian market, with its diverse and competitive industrial sector, required a highly targeted approach to ensure that the traffic driven to the website would be of the highest quality. Many of their previous marketing efforts were not yielding measurable ROI in terms of qualified leads or website interactions that could lead to conversions. The specific challenges included:

  • Low visibility in a competitive market: The industrial components sector in India is crowded with several established players, making it difficult to stand out.
  • Ineffective targeting of the right audience: The company struggled with reaching users who were genuinely interested in their products.
  • Underperformance of display ads: Despite a significant investment in Google Display Network (GDN), they were unable to achieve high levels of engagement or viewable impressions.

Solution

To address these challenges, a comprehensive digital marketing strategy was developed, focusing on two key areas: driving qualified traffic to the website and maximizing viewable impressions through targeted Google Display ads.

  • Google Ads (Search Network): A targeted keyword strategy was implemented, focusing on high-intent search terms used by decision-makers and engineers in the industrial sector. Campaigns were designed to align with user needs, such as searches related to industrial components, machinery, and automation solutions.
  • Google Display Network (GDN): Display ads were optimized to reach a wider audience and increase brand visibility. Advanced targeting methods such as location, demographics, and industry interests were leveraged to display ads to the right audience at the right time. The goal was not only to generate clicks but to ensure maximum viewability of ads across relevant placements.
  • Landing Page Optimization: The website’s landing pages were optimized to enhance user experience and ensure high conversion rates. This included streamlined content focused on product offerings, with clear calls to action.
  • Retargeting and Remarketing: A robust remarketing strategy was implemented to re-engage users who had visited the site but did not take action. This allowed Elesa+Ganter India to stay top-of-mind for potential customers and drive them back to the website.

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Results

The paid marketing campaigns resulted in impressive outcomes that significantly exceeded expectations. Below are the key metrics of success:

  • Qualified Website Traffic: There was a 47% increase in qualified website traffic compared to previous campaigns, as a result of highly targeted Google Ads campaigns.
  • Google Display Impressions: Display ads saw a 54% increase in viewable impressions, ensuring the ads were seen by relevant users.
  • Conversion Rate: The optimized landing pages led to a 39% increase in conversion rates, translating into higher lead generation.
  • Cost Efficiency: The overall cost per acquisition (CPA) decreased by 22%, highlighting the improved targeting and ad optimization strategies.

Overall, these results demonstrated the effectiveness of a tailored paid marketing approach in driving not only traffic but also quality engagement from the right audience.

Conclusion

The targeted paid marketing campaigns executed for Elesa+Ganter India successfully addressed the challenge of generating qualified traffic in a competitive industrial market. By optimizing both Google Ads search campaigns and Google Display Network ads, the company was able to significantly boost its visibility and engagement with the right audience. The strategic approach led to a substantial increase in qualified website traffic, viewable impressions, and conversions, while also improving cost efficiency. As a result, Elesa+Ganter India has positioned itself for continued growth in the Indian market, with a well-optimized digital marketing strategy that delivers measurable ROI.

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