The Good Marketer Helped Brunel Air Cargo Achieve Drop In CPC and Increase in Clicks

Find out how The Good Marketer helped Brunel Air Cargo achieve a 63% drop in their cost per conversion on Google Ads, whilst driving a 106% increase in clicks and a 907% increase in direct conversions.

Brunel Air Cargo, London, UK

• Generated 106% increase in Clicks from Google Ads
• Achieved a 907% increase in the number of Direct Conversions
• Simultaneously drove a 63% drop in Google Ads Cost Per Conversion

Challenge

Brunel Air Cargo is a long-standing transport provider, established to offer customer-centric freight forwarding solutions by air, road or sea. With 30 years experience in the cargo and freight transportation industry, Brunel Air Cargo offers expert, reliable services across a global network of logistics with award-winning customer service.

Brunel Air Cargo started working with them as a digital marketing agency in 2019 because they felt their previous agency was not proactive enough and did not dedicate enough time or attention to their account and so was not producing positive results. Their costs had also increased, with no increase in the number of enquiries they were receiving.

During their initial assessment The Good Marketer identified several key challenges:

• Landing pages were not being utilized to drive conversions
• Paid search campaigns were not being optimized
• A discrepancy in paid search spend vs actual enquiries

Solution

Brunel Air Cargo are experts in their field and are dedicated to their clients and services, so it was important that The Good Marketer not only improved on the results delivered by their previous agency but also conveyed their key values.

To address the key challenges identified, The Good Marketer conducted a full audit of their Google Ads account, which identified any low-performing campaigns and areas of opportunity.

In the initial stages of their partnership, The Good Marketer separated the structure of their account into individual Search campaigns, organized by services. For example, The Good Marketer identified a considerable wealth of users searching for ‘Dangerous Goods’ transport services so this was set up as a separate campaign, whilst more general keywords such as “Air Cargo” and “Air Freight” were separated by ad groups.

Organizing the account in this way allowed them to more accurately target potential customers by providing refined messaging and keyword targeting. Furthermore, this then allowed them to identify further opportunities, for example, their Dangerous Goods campaign highlighted a high search volume for Hazardous Goods so The Good Marketer introduced this as a separate ad group

Another one of the key challenges we identified during their initial analysis was a lack of landing pages. As part of their work, The Good Marketer introduced keyword-optimized landing pages which not only continued the look and feel of Brunel Air Cargo’s existing website but improved their Google quality score.

As a result of this, The Good Marketer was then able to implement regular landing page A/B tests, which identified key improvements, for example; they tested the position of the form and found that by positioning the contact form above the fold, they improved the conversion rate. This small but effective change was then rolled out across the account.

The Good Marketer has since expanded its active campaigns to include International services and the PPE, Temperature Controlled, White Glove, and E-commerce industries. These new campaigns were suggested by either Brunel Air Cargo’s team based on wider market opportunities or were identified as beneficial industries to target through their own competitor and market research.

These new campaigns have achieved a similar level of success as their initial campaigns, driving 2,727 additional conversions, and achieving:

• An average CTR of 3.94%
• An average Conversion Rate of 15%
• An aggregated Cost Per Conversion of just £9.67

Refining audience profiles and mapping them onto transactional keywords is crucial to the success of this strategy. Continuing to finetune the campaigns, publish useful, on-topic content, and regularly re-analyzing traffic, behavioral paths, and user interactions will propel results, build a recognizable brand and ultimately achieve more loyal customers and even more direct searches and conversions.

When comparing overall results from before January 2020 when The Good Marketer overtook Brunel Air Cargo’s marketing campaigns, their key results indicate a significant improvement to conversion numbers and the efficiency of the campaigns.

The Good Marketer has seen a 106% increase in the number of Clicks as a direct result of their Google Ad campaigns, whilst simultaneously maintaining an average Cost Per Click of £1.35, only 10% more than the previous period. The Conversion Rate also increased by 163% to an average of 16.24% which is above the average for related industries.

Their advertising campaigns have generated a 907% increase in the number of Direct Conversions but achieving a 63% drop in the average Cost Per Conversion, driving qualified leads at less than £10. This was one of the key challenges that Brunel Air Cargo self-identified at the beginning of their partnership and has dramatically reduced during the time that The Good Marketer has been managing the campaigns.

Alongside this, in comparison to the average cost per Conversion seen in related industries, the CPA that they have achieved is dramatically lower. For example, the average cost per Conversion within the B2B industry is £83, while Consumer Goods is £65 and Industrial Services at £57.

As an agency, The Good Marketer provides transparent services that go above and beyond what their clients approach them for in the onboarding process.

The Good Marketer delivers the very best results for their clients because their values of transparency, flexibility, and affordability allow them to create authentic relationships with their clients and really understand their goals.

Results

Since working with Brunel Air Cargo they have:

• Generated a 106% increase in number of Clicks from their Google Campaigns
• Achieved a 63% drop in Cost Per Conversion on Google
• Seen an overall increase in CTR of 131% from their Paid Search campaigns
• Driven 907% more Conversions compared to the period before they overtook management of Google Advertising
• Maintained a stable Cost Per Click at £1.35 despite the significant increase in performance
• Created and implemented new Optimised Landing Pages
• Carried out regular Search Term Analysis and Bid Management on Google
• Introduced regular new ad creative on Google which focused on the user’s needs
• Implemented regular ad copy tests to ensure performance
• Introduced Segmented Keyword Management to improve Search campaign performance on Google
• Worked closely with the internal team of the business in the development of the marketing campaign

About The Good Marketer

The Good Marketer is a Digital Marketing Agency which drives more traffic, generates conversions, and increases sales for Small-To-Medium Sized Businesses.