JoJo

Google Ads

JoJo is a well-known household brand in South Africa, recognised as a premier supplier of water storage tanks, containers, and various domestic, agricultural, and chemical storage solutions. With a network of over 1,200 stockists across SA and Zimbabwe, they have established a strong presence in the market.

231.99%

increase of the primary conversion

49.22%

increase in purchases

27.19%

increase conversion value

JoJo

Google Ads

JoJo is a well-known household brand in South Africa, recognised as a premier supplier of water storage tanks, containers, and various domestic, agricultural, and chemical storage solutions. With a network of over 1,200 stockists across SA and Zimbabwe, they have established a strong presence in the market.

231.99%

increase of the primary conversion

49.22%

increase in purchases

27.19%

increase conversion value

Brief & Objectives

Long-term partner and client, JoJo, approached Ruby Digital with the primary goal of increasing the number of transactions. Their secondary aim was to drive conversions from two specific sources: contact form submissions and users seeking JoJo tank distributors. Their Google Ads strategy was created and implemented since 2022 and remains ongoing.

Challenges

Given the competitive nature in which JoJo finds itself, specifically within SA, the two biggest challenges encountered were:

Higher-than-average Average Cost Per Click (CPC) for Keywords: Due to the higher demand in the keywords and the share that competitors are trying to obtain within the market, the cost per click was also higher, leading to a quicker depletion of the overall monthly budget.
Targeting of Correct Audience: Targeting the most appropriate audience amidst multiple markets within the industry allows us to ensure that the users we are targeting are users that are within the scope of wanting to get products similar to what JoJo is offering. Precise audience targeting is a crucial factor for cultivating the most optimal and convertible user base.

Our Solution

To tackle the first challenge posed by the high Average CPC, our approach prioritised working with branded terms, thereby leveraging JoJo’s established brand presence. We also targeted keywords with lower competition, related to JoJo’s products. Once established, we went through continuous optimisations to ensure our focus was on the best converting keywords with the lowest possible Avg CPC. This was specifically completed for the Search Campaigns, which included the ad groups for the specific products. After targeting branded keywords, we started targeting non-branded keywords of products offered by JoJo and followed the same process as for the branded keywords.

In our pursuit of targeting the right audience, we implemented Performance Max campaigns which enabled us to pinpoint specific audiences, in particular, users with similar buyer statuses to those who have previously made purchases with JoJo. Additionally, we targeted users resembling those who have previously viewed JoJo’s products. By focusing on these audiences, we aimed for greater precision in displaying our ads to users more inclined to view products and convert, either through purchases or other conversion actions.