AmeriGas is a leading LPG industry company in Poland. It distributes LPG cylinders to individual clients as well as industries. Thanks to the use of advanced targeting methods and online campaign combined with machine learning elements we achieved:
leads from paid
searches in 2018
growth in the number of leads
decrease of conversion cost
The challenge / starting point:
The market competition includes several large companies that offer not only cylinders for rent, but also gas supplies to clients’ cylinders. We wanted to catch interest of all those who are building or modernizing their heating installations – and here, reaching the people who use a different energy source such as pellet, coal, burning oil or pea coal was crucial. To sum up, our goal was to optimally reach the target group at the stage of searching for house heating solutions and acquisition of the highest possible conversion level, to be translated into sales later.
In order to carry out the task we used several solutions in browser advertisement. We started with using responsive search ads (BETA), which allowed us to finally reach over 44,000 different ad variants from one unit. If we were to create them by hand, it would have taken us at least 794 hours(!).
Then we used cost-per-action (CPA) bidding to maximally focus on conversion acquisition by using the smart bidding strategy. action (CPA) bidding to maximally focus on conversion acquisition by using the smart bidding strategy. For different ad groups in Google Ads, different CPA portfolio strategies were chosen, which allowed us to monitor quality more closely: leads at the lower level of purchase funnel had greater CPA (higher quality contact, higher chance for closure), leads at the early stages had lower CPA (offer browsing stage, supplier comparisons) We noticed that one third of conversions happened after at least two clicks, and in 85% of conversions a mobile device was involved. We decided to use this data and change the attribution model from last-click to time-decay, which allowed the more precise conversion attribution to brand related campaigns.
PPC advertisement is more than just search results. We were able to extract a great amount of data for SEO and Display actions from it. Rather than using “defined recipient groups” in display campaigns, we created our own groups based on the most effective keywords from search campaigns (Custom Intent). When we added a CPA bidding model and a per conversion budget, we gained a new, high quality lead acquisition channel.
Finally all data from online campaigns were integrated with the CRM system. Thanks to this, every lead ended up directly at the sales rep, sent the notification immediately and attributed the source. Thanks to this, every lead ended up directly at the sales rep, sent the notification immediately and attributed the source.
Products and solutions used:
- Search results advertisement
- Smart bidding
- Attribution analysis.
We used advanced reach-increasing methods using search advertising to find people looking for house heating solutions, to direct them to target pages and to acquire high quality contacts, which later translated into agreement signing – integrating the entire lead analysis process with CRM Pipedrive system. We acquired 4,191 contact leads from search advertising in the entire 2018, which meant a 147% increase in comparison to 2017.
“Up&More is constantly striving to improve results in online campaigns by new technological solutions, smart bidding systems, work with creation and optimization of landing pages. What we appreciate most in our cooperation is the linking of online marketing with our real business goals, such as the number of contracts signed by the sales department. Thanks to the Up&More online activities, we have improved the number of obtained lead from search advertising by 147.27% year-to-year, while reducing the cost of acquisition by 34.90%.„
Kamil Kosinski, Regional Marketing Manager at AmeriGas