DKM Industrial

Google Ads

DKM Industrial is a privately owned South African company situated in Brentwood Park (Benoni). They specialise in the design and manufacturing of fibreglass products/equipment for water, sewage, process, and liquid waste treatment plants throughout South Africa.

407.48%

increase in conversions made

143.95%

increase in clicks made

80.43%

improvement in cost per conversion

DKM Industrial

Google Ads

DKM Industrial is a privately owned South African company situated in Brentwood Park (Benoni). They specialise in the design and manufacturing of fibreglass products/equipment for water, sewage, process, and liquid waste treatment plants throughout South Africa.

407.48%

increase in conversions made

143.95%

increase in clicks made

80.43%

improvement in cost per conversion

Brief & Objectives

Long-term partner and client, DKM Industrial, approached Ruby Digital with the goal to increase the number of high-quality leads generated through their Google Ads account, for their products. This strategy has been in place since 2021 and we have strived to help them achieve their goal of a total of 10 high-quality leads per month.

Challenges

The largest challenge we faced to improve the number of leads generated was low quality keywords associated with DKM Industrial’s business. When keywords have a low quality score it makes Search campaigns difficult to implement because they have low search volumes, meaning there are not optimal amounts of people searching for those keywords or terms online.

We also experienced poor mobile speeds for landing pages associated with the Google Ads campaigns. This indicates that users experienced a delay in accessing the website. The speed at which a user arrives at the website is pivotal since a delayed response after a click often prompts users to navigate away.

Our Solution

To combat the challenge of low-mid quality keywords, we implemented both Search and Display campaigns, which allowed us to see whether keywords were the correct way forward.

The Search campaigns allowed us to target the low-mid quality keywords, and to find search terms that users were already searching online, to find DKM Industrial (either directly or indirectly related to their products).

We were able to narrow down the audiences we wanted to reach with Display campaigns, using audience signals. These Display campaigns focused on DKM’s three main products and for targeting, we used specific in-market audiences (groups of people who are researching products or services and are actively considering buying something) and affinity audiences (group of potential customers that share similar interests or qualities).

To improve the poor mobile speeds, we completed an analysis of DKM’s website, specifically on the landing pages associated with the Google Ads campaigns. From the analysis and with industry standards in mind, we were able to provide recommendations to improve mobile speed, which our Web Development team implemented and tested.