The client is a global manufacturer and provider of communication solutions built to improve the safety of businesses, government bodies, emergency responders and the public.
It produces a range of products that include professional and consumer two-way radios, body-worn cameras, communications integration software, access control systems, and more.
The company engaged in both digital marketing to drive new business, as well as physical events to engage with its resellers, partners and customers.
However, during the pandemic, physical events were not a viable option. In addition, the marketing budget that was earmarked for physical events at the beginning of 2020 had to now be repurposed so that it would not remain unused.
Huble helped repurpose the available budget through paid media activities on Google Ads, LinkedIn Ads and Facebook Ads.
To demonstrate the effectiveness of this activity, allow for optimisation, ensure efficient budget distribution and provide proof of ROI, we set up a conversion measuring system using soft conversions and hard conversions.
The main objective of our paid media activities was the minimisation of our cost per hard conversion with every paid media channel.
Since the company could not engage with its target audience at physical events, it needed to repurpose the marketing budget earmarked for events on paid media and engage with them online.
For campaigns that would focus on lead generation, having a cut-off point for performance was key as we would discontinue any campaigns that would deliver less than optimal results.
We would then either make significant changes before we would relaunch or we would get back to the drawing board to start from scratch.
The effectiveness of our campaigns continually grew stronger which resulted in constantly improving conversion metrics and delivering a better understanding of the company’s target audiences.
decrease in cost per conversion for Google Ads
decrease in cost per conversion for LinkedIn Ads
The expert Huble SEM team used their knowledge to help the client create effective, lead-generating paid media campaigns that delivered results and engaged their target audience.
The team is composed of SEM experts, with a deep understanding of Google, paid advertising and paid social.