Netafim

Google Ads

Netafim is the world’s largest irrigation company and the global leader in precision irrigation solutions. It is active in 110 countries with 33 subsidiaries and 17 manufacturing plants worldwide, one of which is Netafim South Africa, housed in Kraaifontein in the Western Cape. Netafim South Africa has been serving South Africa and its neighbouring countries with irrigation solutions and services since 1992.

14,633%

increase in Conversions

98.9%

decrease in Cost Per Conversions

61.1%

increase in Clicks

Netafim

Google Ads

Netafim is the world’s largest irrigation company and the global leader in precision irrigation solutions. It is active in 110 countries with 33 subsidiaries and 17 manufacturing plants worldwide, one of which is Netafim South Africa, housed in Kraaifontein in the Western Cape. Netafim South Africa has been serving South Africa and its neighbouring countries with irrigation solutions and services since 1992.

14,633%

increase in Conversions

98.9%

decrease in Cost Per Conversions

61.1%

increase in Clicks

Brief & Objectives

Netafim approached Ruby Digital for PPC (Pay-per-Click) Services to generate high quality leads via online platforms and direct them to the nation-wide dealership network to encourage product sales.

Ruby Digital developed a comprehensive PPC strategy focused on specific goals and key success metrics. These include increasing the number of contact forms submitted, as well as PDF downloads. The strategy also aimed to improve click-through rates and the conversion rate for high-intent actions. Additionally, it seeks to enhance website engagement metrics from paid traffic, such as bounce rate, average session duration, and percentage of new sessions, while driving more traffic to the website.

Challenges

Since Netafim approached Ruby Digital, they have been facing four main challenges.

One of the primary challenges was ensuring that our conversion tracking was aligned with the global company’s tracking systems. This required a thorough analysis and integration process to match our local campaign metrics with the global standards, ensuring consistency and accuracy across all platforms.

Secondly, we faced a significant challenge with the absence of historical Google Ads data. Without past performance insights, we had to build our strategy from the ground up, relying heavily on initial data collection and real-time adjustments to optimise the campaigns effectively.

Thirdly, Netafim doesn’t sell its products directly. Instead, when an inquiry is made, Netafim redirects it to a recognised reseller. This has required us to ensure that conversions are relevant and qualified. To achieve this, we’ve had to align the copy with their brand, ensuring that the conversions are valuable to the client.

Lastly, as a global brand, Netafim main conversions came from a created Brand Campaign, rather than actual irrigation solutions and products.

However, by understanding the competitive landscape of the irrigation solutions, Ruby Digital designed and implemented a strategy that not only reached Netafim’s business goals in the first 4 months but also improved other indicators of success, including improvements in cost per conversion, click-through rate, and average cost per click.

Our Solution

We designed and created specific campaigns targeting the various products offered by Netafim.

We created relevant ad copy and assets that not only attracted potential customers to the ads but also effectively communicated the expertise and quality offered by Netafim.

We have optimised the campaigns to help improve the ad quality leading to higher impression share, which has led to an improvement in impressions and clicks at a lower cost-per-click leading to a better ad spend, which leaves more budget for conversions spending.

Results

We have seen impressive growth over the 4-month period that Ruby Digital has managed the Netafim portfolio and implemented our Google Ads strategy.

Many metrics have improved substantially. Starting with conversions, the total number of conversions increased by 14,633%, while the cost per conversion decreased by 98.9%.

Ad impressions increased by 127% and clicks increased by 61.1%. The average cost of click decreased by 2.6%, while the Search Impression share increased by 11.3%.