Scada-SHOP.ro is an e-commerce platform for automation and telecommunications engineers, which aims to bring together in an online store most of the categories of equipment used in SCADA applications. In this virtual space you can find a wide range of industrial telecommunications equipment (routers and gateways with support for various industrial protocols - Modbus, IEC-104, IEC-101, etc., protocol converters), PLCs, I/O modules, sensors, HMIs and other components that can be integrated into SCADA solutions.
From The Client
“These guys have built such a strong relationship with our organization that we consider them an extension of our IT department. We always know that excellent service is just a phone call or e-mail away and that we will receive the same level of attention they always provide that makes us feel like we're their top priority.”
Challenge
This case study focuses on a small SCADA shop looking to expand its customer base and increase sales. The business owner decided to leverage the power of pay-per-click (PPC) advertising to reach a larger audience and generate more leads
To increase online sales and brand visibility for the SCADA shop by implementing a targeted PPC advertising campaign.
Solution
The SCADA shop's marketing team began by identifying its target audience – primarily engineers, plant managers, and decision-makers within the utilities, manufacturing, and oil and gas industries. Using this information, they crafted a PPC strategy that included the following steps:
Keyword research: The team identified high-intent keywords related to SCADA systems and their applications, as well as long-tail keywords to target niche markets.
Ad creation: The team designed a series of text ads and responsive display ads to appeal to their target audience. They focused on highlighting the shop's unique selling points, such as competitive pricing, product quality, and exceptional customer service.
Landing page optimization: To ensure the highest possible conversion rates, the team created and optimized dedicated landing pages for each ad group. The pages featured clear calls-to-action, detailed product information, and easy-to-navigate interfaces.
Bid strategy: The team employed a mix of manual and automated bidding strategies, focusing on maximizing return on ad spend (ROAS) and optimizing for conversions.
Campaign tracking: To measure the success of the campaign, the team set up conversion tracking and monitored key performance indicators (KPIs), such as click-through rate (CTR), cost per click (CPC), and return on investment (ROI).
Results
Over a three-month period, the SCADA shop's PPC advertising campaign achieved the following results:
- A 120% increase in website traffic from the targeted industries.
- A 75% increase in online sales revenue.
- A 45% reduction in the average CPC.
A 30% improvement in the overall ROAS.
0.09% CTR
20% less CPA
272% ROI
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