Maharhsi Packaging

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Generated over 3000 leads for a leading Packaging & Labelling Machine Manufacturer in India

Demand & Lead Generation using High Intent Audience from Google Search for India’s Top Packaging & Labeling Manufacturer.

About Maharshi

One Stop Solution for all Packaging & labeling Machines
Established in 1980, Maharshi Group has an expansive history of innovation and breakthroughs in a wide range of industries, such as pharmaceuticals, distilleries, pesticides, breweries, cosmetics, lubricants, edible oil, food, and ancillaries. Today it is a multi-product, multi-location engineering group with proven capabilities in designing, developing, and manufacturing labeling machines, packaging machinery, and material.
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Objective

Maharshi approached Team Buzzzcraft with the following objectives:

Generate high-quality leads using strategic Paid Media campaigns. The following were the focus points:

  • Developing a Landing Page & Website Revamp for Leads Conversion
  • Generating leads using Google Search Ads
  • Generating Customer Call Conversions through calls.
  • They also wished to keep the cost per lead of the account around INR 1500.

Approach

To achieve the targeted results, Team Buzzzcraft started with knowing the packaging & labeling industry and learning about their target audience and key competitors:

  • Understanding the Industry & Products of Maharshi
  • Keywords Research & Campaign Structure for Optimum Output
  • Design & Development of high-converting landing pages
  • Implementation of Google Analytics & Hotjar to track and observe user behavior
  • Setup a Lead Capture form along with integration with CRM for quick download by the sales team

Initial Result

Initial six months, when the SEM campaigns were started for Maharshi, the following results were received:

  • Spend: INR 7,50,589
  • Impressions: 796,443
  • CTR: 4.82%
  • Clicks: 42,667
  • Avg CPC: INR 19.54
  • Leads from Website: 397
  • Leads From Calls: 18
  • Conversion Rate: 1%
  • Cost per Lead: 1,807.56

Due to setup anomalies in the account, it was difficult to get relevant leads/form fill-ups through the website:

The keyword theming had scope for improvement as there were 15+ keywords added in one ad group. Having these many keywords in one ad group was affecting the quality score and conversions.
Many generic keywords were added, and the match types of the keywords also needed to be improvised. This resulted in unnecessary spending and irrelevant conversions in the account.
In the display campaign, audiences were not added. As a result, the ad was shown to open audiences along with some targeted display keywords and placements, resulting in a huge amount of spend with no conversions.

Solution Implementation

To generate more conversions at a lower CPA, the following changes were implemented by Buzzzcraft

Better Campaign Structure & Keyword Research

A detailed analysis of keywords across categories and products helped us come up with an ad structure that captured a high-quality audience and generated traffic through relevant keywords. It improved the quality score of the keywords, thereby increasing the relevancy of the ads running, resulting in minimum CPCs and generating maximum results.

Landing Page Design & Website Updates

At the core of any digital marketing campaign is the ability to test & track the results. We create multiple landing pages for the high value & high demand products along with tagging and conversion mechanisms to track the outcome. Landing pages and websites were optimized for performance resulting in better conversion

Better Utilization of Budgets

Identifying the opportunities to invest the budget in a proper way, such as allocating the budget as per the performance of the campaign, makes a difference. This will result in cutting unnecessary spending and increase the spending for the performing ones to get a hike in conversions and lower the CPA.

Ad Experiments

The team tested various ad formats, headlines & landing pages CTA options to drive more clicks which proved to be a major factor in generating more conversions and helped to lower the CPA.

Negative Keywords

The next step was finding and excluding negative keywords in the account by preparing detailed search terms report and pausing keywords that were too generic and were running with improper match type to reduce irrelevant search queries and reduction in costs.

Tagging & Tracking

A better tracking setup using conversion tracking tags, UTM parameters, and Heatmapping tools like Hotjar helped the team to look at things at a more granular level and make data-driven decisions to further enhance the performance of the campaigns by driving the goals and events.

Bidding Strategy

The correct use of a bidding strategy like “Maximize Conversions” in the campaigns was done once there was enough historical data to achieve the marketing goals. In the initial phase of campaigns, the bid strategy used in the Brand and AMA campaigns was “Manual CPC” to control the bids based on performance. Later, the campaigns were optimized with regular search term analysis and bid adjustments wherever required. Furthermore, once enough data was received from the account, and the team switched to “Maximize Conversions” to focus more on results and lower the CPA of the account.

Due to the implementation of the solutions mentioned above in the account, a noteworthy change in the results was observed

Below are the changes that have been noticed:
(Last 6 months data vs. Initial 6 months data)

Last 6 Months’ Result:

  • Spend: INR 13,56,880
  • Impressions: 28,15,698
  • CTR: 2.86%
  • Clicks: 80,569
  • Avg CPC: INR 16.84
  • Leads from Website: 1316
  • Leads From Calls: 109
  • Conversion Rate: 1.77%
  • Cost per Lead: 952.80

Growth in Performance

  • Reduced CPL by 50%
  • Increase Leads by 3.5X
  • Improved Conversion Rate by 77%

Concluding Remarks

Team Buzzzcraft helped the brand to achieve the desired objective aligned with its goals. Along with that, Buzzzcraft continued to increase conversions and improve the overall performance and optimization of the paid campaigns.

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