SEM (SEO + PPC) for Industrial Springs

Service: SEO website design. UX/UI design. 3D modeling. Frontend and Backend website development. SEO optimization. Google ADS setup and optimization. Google Analytics & Google Tag Manager setup.
Business area: Spring factory.
Niche features:

• The main sales model is B2B;
• Low-frequency search queries, indicating limited targeted traffic.

GEO: Ukraine.
Monthly ad budget: $50 (2000 uah)
Goals: Increasing sales and attracting new clients using a website.
Input data: The client came to us with a request for a turnkey website and promotion to attract new customers. Industrial Springs had never had a website before and all sales were done through catalog sites, and attracting new customers was mostly word of mouth.

What our agency has done

We started the development of the website with SEO design. In order to create an optimal website architecture that would outperform the competition and also take into account the manufacturing capabilities of the business, the first thing we did was to research the market and all the existing competitors, as well as take some consultations with Industrial Springs to understand how the spring manufacturing business works and what services it provides.

We did a keyword reserch and noticed that a lot of people were looking for a variety of spring options that competitors were not making. We saw this as an opportunity and consulted with the customer to see if they could manufacture this type of spring. To our delight Industrial Springs said they had the manufacturing capacity to make all of the springs we offered.

By grouping all types and kinds of springs, we designed a site structure that stood out from the competition and provided more spring options than others:

The next stage of website development was design. Since our target audience is mostly middle-aged, we decided to make the site as clear as possible, in a consistent style and without unnecessary details.

During keyword research, we noticed that many people are not only looking for certain types of springs, but also ask for specific conditions, such as production of springs according to a drawing, sketch or certain parameters. Therefore, we decided to show in the first block on the main page that we offer a variety of production methods and thus provide an opportunity for a potential customer to choose a suitable option of interaction with the company.

Our designer drew all the necessary icons and also made 3D models for each type of spring to make Industrial Springs stand out among competitors, and also to ensure that unique content contributed to SEO promotion of the site.

After the site design was ready and implemented by programmers, we continued SEO optimization of the site:

• We wrote unique text for each page based on our keyword research;

• We wrote and filled in the Title and Description meta tags, as well as h1-h6 headings on the site;

• Filled in all Alt attributes for images to improve their visibility in search engines;

• We optimized the loading speed of website pages by reducing the size of images, as well as minimizing the use of scripts and styles;

• We created an XML Sitemap to help search engines crawl and index website content more efficiently;

• We implemented the hreflang attribute so that search engines could correctly perceive and display the required language versions of the website in search results.

To receive traffic data, we installed Google Analytics on the site, and for flexible configuration of all events we installed Google Tag Manager (GTM). To optimize advertising and track user conversions, we created goals in Google Analytics and imported them into Google Ads:

• Call Vodafone (goal name) - Goal to track clicks by Vodafone phone number;
• Call Kyivstar (goal name) - Goal to track clicks by Kyivstar phone number;
• Callback order (goal name) - Goal to track call back requests;
• Contact Form Enquiry (goal name) - Goal to track requests through forms.

When version 4 of Google Analytics came out, we installed it on the website using GTM and created custom events there to track conversions:

• Telephone_click (event name) - Event to track clicks by phone number;
• Email_click (event name) - Event to track clicks by email;
• Contact_form_enquiry (event name) - Event to track requests through forms;
• Viber_chat_click (event name) - Event to track requests via Viber.

At the client’s request, we additionally implemented duplication of all orders from users in the messenger Telegram for prompt processing of all requests.

Once the website and analytics setup was ready we moved on to launching Google Ads. The first thing we did was to collect and group keywords, and since this is one of the most important steps, we brainstormed and created a mind map that included all the types and variations of springs, the niches and subjects they can be used in, and all the niche specific spring words that people use when searching for spring manufacturing services. All of this allowed us to not miss out on relevant keywords that could drive potential customers to the Industrial Springs website.

We set up the search advertising campaigns according to the principle of hypersegmentation. We divided each ad campaign by spring type, and for each ad group and each keyword we prepared a corresponding ad that led to a relevant page. In addition, we created separate campaigns for the local GEO, where the spring factory is located. Since search traffic in the springs niche is low frequency and very limited, this approach helps us increase our conversion rate.

To increase the CTR of our ads, we have added all suitable extensions to them such as sitelinks, callouts, images, structured snippets, phone numbers.

On top of everything, we launched banner remarketing on Google Display Network as well as search remarketing. This helped us to increase the number of leads and conversion rates without spending a lot of money on the advertising budget.

Results after working with our agency

Since we were entrusted with developing the website and making further promotion from scratch, this allowed us to develop a clear plan with the correct sequence and priority of tasks, which later made Industrial Springs one of the leaders among Ukrainian spring production companies.

We studied the market and competitors in detail, highlighting the strengths and weaknesses of each, we studied in detail how the business works, what services it provides and what it can offer. Based on this data, we developed a competitive website on both the marketing and SEO sides.

Industrial Springs got the results they wanted and continue to work with us to this day. Throughout our 5 years of work we have implemented comprehensive SEM, conducted numerous A/B tests, found growth points, implemented improvements. And we don’t stop there, for the last 6 months we managed to increase the conversion rate of the site from 5.62% to 7.05% compared to the previous period and thus reduce the advertising budget. And also we started to enter the Polish market and SEO promotion in this region brought the first orders and regular clients.

SEM Results

SEM Results for 5 years and 3 months (1.01.2019 — 1.04.2024) of working with our agency (Summary data from Universal Google Analytics & Google Analytics 4):

• Users — 34226;
• Sessions — 53205;
• Conversion rate — 5.84% (сonv. rate for 53205 sessions);
• Conversions — 3108 (1614 from google/cpc, 1144 from google/organic, 289 from (direct) / (none));

Results for 4 years and 8 months (1.01.2019-31.08.2023) of working with our agency (Data from Universal Google Analytics):

• Users — 29772;
• Sessions — 45838;
• Conversion rate — 5.62% (сonv. rate for 45838 sessions);
• Conversions — 2576 (1377 from google/cpc, 950 from google/organic, 202 from (direct) / (none));

Results for the last 7 months (1.09.2023-1.04.2024) of working with our agency (Data from Google Analytics 4):

• Users — 4454;
• Sessions — 7368;
• Conversion rate — 7.22% (сonv. rate for 7368 sessions);
• Conversions — 532 (237 from google/cpc, 194 from google/organic, 87 from (direct) / (none));

SEO results

SEO results in the Ukrainian region over the last 6 months compared to the previous period (20.03.2024 — 20.10.2023 compared to 19.10.2023 — 19.04.2023):

We promoted the site to the TOP-3 in search engine rankings for 24 keywords, 11 of which made it to the TOP-1:

SEO results in the Polish region over the last 6 months compared to the previous period (20.03.2024 — 20.10.2023 compared to 19.10.2023 — 19.04.2023):

Google Ads Results

Results for 4 years and 8 months of working with our agency (1.01.2019 — 31.08.2023):

Over the past seven months of work, we have managed to increase the Google Ads conversion rate from 7.30% to 10.83%.

Results for the last 7 months of working with our agency (1.09.2023-1.04.2024):