“Oduvanchik”
is a company engaged in the production and wholesale trade of fuel additives and petrochemicals.
About the company and products
Goals and objectives
Channels and tools
General conclusions
"Oduvanchik" is a manufacturer and wholesaler of fuel additives and petrochemicals
Main products:
Time period: 24 months
(February 2022 - January 2024)
(February 2022 - January 2024)
- Google Ads is an effective tool for searching clients abroad.
- It is necessary to use all the capabilities of the platform to optimize lead generation.
- It is necessary to use all the capabilities of the platform to optimize lead generation.
Aplidium — octane-boosting additive
DROP® — combustion catalyst
2-EHN SIBERIA — cetane-boosting additive
MOLECULE — anti-wear additive
Element — multipurpose additive for the Euro-4, Euro-5 fuel production
DIXON-M® — depressant-rheological additive
DROP® — combustion catalyst
2-EHN SIBERIA — cetane-boosting additive
MOLECULE — anti-wear additive
Element — multipurpose additive for the Euro-4, Euro-5 fuel production
DIXON-M® — depressant-rheological additive
- Countries: Armenia, Georgia, Kazakhstan, Kyrgyzstan, Mongolia, Uzbekistan.
- Languages: Russian and English.
- Successful strategies: adjusting the budget, restarting campaigns, adding videos.
- Unsuccessful strategies: launching videos in different strategies.
- Languages: Russian and English.
- Successful strategies: adjusting the budget, restarting campaigns, adding videos.
- Unsuccessful strategies: launching videos in different strategies.
- Countries: Argentina, Bahrain, Brazil, Israel, Qatar, Cyprus, Kuwait, Mexico, UAE, Pakistan, Turkey.
- Products: Complex Agro, Complex Truck, DIXON-M, N-met, SIBERIA, DIXON.
- Problems: high cost per lead, low CTR.
- Recommendations: optimization of campaigns, recalculation of project economics, improvement of landing pages UX/UI.
- Products: Complex Agro, Complex Truck, DIXON-M, N-met, SIBERIA, DIXON.
- Problems: high cost per lead, low CTR.
- Recommendations: optimization of campaigns, recalculation of project economics, improvement of landing pages UX/UI.
- To increase the number of leads and product awareness
Google Ads (Search and Display Network)
- To keep the cost of a desired action on the site at the rate of no more than 2000 rubles
Steps
Russian-speaking market
English-speaking market
How can you find buyers for petroleum products in the CIS and Asian countries?
We did such an experiment and now we will tell you about successful and unsuccessful Google ad campaign launches in Kazakhstan, Uzbekistan, India and other countries.
The company's main products are additives for gasoline and diesel fuel
We were to promote 6 flagship products
Octane booster Aplidium
Aplidium is designed to produce higher octane commercial gasoline from a low octane product
Aplidium is designed to produce higher octane commercial gasoline from a low octane product
Anti-wear (lubricating) additive MOLECULE.
The implementation of MOLECULE® anti-wear additive into low-sulfur fuels from various refineries improves the lubricating properties of the fuel.
The implementation of MOLECULE® anti-wear additive into low-sulfur fuels from various refineries improves the lubricating properties of the fuel.
Combustion catalyst DROP® - a new generation high-octane additive.
The implementation of the DROP® combustion catalyst makes it easier to produce high-octane premium gasoline and reduces the cost of the final product
The implementation of the DROP® combustion catalyst makes it easier to produce high-octane premium gasoline and reduces the cost of the final product
Multipurpose additive for the of Euro-4, Euro-5 Element fuel production.
Element is designed to produce higher octane commercial gasoline from a lower octane product.
Element is designed to produce higher octane commercial gasoline from a lower octane product.
Cetane boosting additive 2-EHN SIBERIA
An increase in the cetane number results in several favorable properties of the fuel: successful engine starting at low temperatures, greater environmental friendliness (the emission of harmful substances into the atmosphere is significantly reduced) and quiet operation compared to operation on fuel with a lower cetane index.
An increase in the cetane number results in several favorable properties of the fuel: successful engine starting at low temperatures, greater environmental friendliness (the emission of harmful substances into the atmosphere is significantly reduced) and quiet operation compared to operation on fuel with a lower cetane index.
DIXON-M® - depressant-rheological additive for oil and heating oil (residue).
DIXON-M is designed to improve the low-temperature characteristics of oils and heating oils.
DIXON-M is designed to improve the low-temperature characteristics of oils and heating oils.
Goal
Tasks
Tools
Steps
Promotion channels
Regarded as “Leads” were the ones who
- To increase the number of leads for flagship products by meeting KPIs.
- To increase awareness of product capabilities among potential audiences.
To receive desired actions on the site at a price of no more than 2,000 rubles.
- Search
- Google Display Network
- Russian-speaking market setup
- English-speaking market setup
The working period is 24 months. From February 2022 to January 2024.
Copied email
Auto goal: submitted form
Jivo Auto goal: started chat
Auto goal: started chat in messenger
Auto goal: clicked on phone number
Auto goal: clicked on email
Auto goal: submitted form
Jivo Auto goal: started chat
Auto goal: started chat in messenger
Auto goal: clicked on phone number
Auto goal: clicked on email
Step 1. Russian-speaking market
We did the campaign launch in the Russian-speaking market 3 times.
The countries for the first launch were: Armenia, Georgia, Kazakhstan, Kyrgyzstan, Mongolia, Uzbekistan. Russian language only.
The countries for the first launch were: Armenia, Georgia, Kazakhstan, Kyrgyzstan, Mongolia, Uzbekistan. Russian language only.
The second and third launches were for the following countries:
Kazakhstan, Kyrgyzstan, Mongolia, Tajikistan, Uzbekistan.
Languages used were Russian and English.
Kazakhstan, Kyrgyzstan, Mongolia, Tajikistan, Uzbekistan.
Languages used were Russian and English.
Ad campaign results
Successful strategies
Failed strategy
Budget adjustments between Search and Display Network. The issue is that diesel additives have a clear seasonality. Agricultural machinery before sowing relates to spring. Autumn is for winter equipment. During months of high demand, we increased Search traffic and reduced or eliminated Display Network traffic. This way the CTP increased, but we couldn’t keep the cost per lead at the required level all the time. Despite the high CPL, we maintained this strategy because we could take the hottest leads from the Search, which then converted efficiently by the sales department.
Ad campaign relaunch. This gives a new audience, and updating creatives helps increase CTR.
Adding video to the Display Network. Unlike launching a separate ad campaign, adding video as a creative format increases the CTR and reduces the cost per click.
Ad campaign relaunch. This gives a new audience, and updating creatives helps increase CTR.
Adding video to the Display Network. Unlike launching a separate ad campaign, adding video as a creative format increases the CTR and reduces the cost per click.
The video launch in various strategies raised the CPL to the level of the first month, when the ad campaign had just started learning
✅
✅
✅
❌
The best ads examples
Display Network
Search
Video ad
The most used keywords
Leads breakdown according to geo
Fails. How should you NOT do:
Argentina
Bahrain
Brazil
Bahrain
Brazil
Israel
Qatar
Cyprus
Qatar
Cyprus
Kuwait
Mexico
United Arab
Mexico
United Arab
Emirates
Pakistan
Türkiye
Pakistan
Türkiye
We attempted one more launch for English-speakers in the following countries:
For this launch we created a separate landing page
Products to promote
Complex Agro
Complex Truck
DIXON-M
N-мет
SIBERIA
DIXON
Complex Truck
DIXON-M
N-мет
SIBERIA
DIXON
Texts array
We collected 168 keywords
Ad examples
Ad examples
What should we have done differently?
How should we have done it?
Companies presence in the following social networks worldwide in January 2023
- Proceed with the advertising campaign in several countries at the same time, gradually optimizing the advertising campaign according to conversion. This would reduce the CPC and achieve a reduction in the CPL step by step.
- Recalculate the economics of the project and set required the lead cost at more than 2000 rubles rate. The cost per click in the selected countries was much higher than in the CIS countries and we couldn't reduce the cost per lead in the ad campaign even with a CTR of more than 4% and a CR of 1.54%.
- As we were getting more traffic, we should have adjusted the landing pages UX/UI and simplified the customer journey. Time on the site and refusals show that distinctly. Visitor engagement from both paid and organic traffic was very low:
- The products that we promoted have a certain audience segment and it has already been formed in professional communities on Facebook, Youtube, Linkedin. Alongside with Search we should have launched more rich content media materials - videos and posts explaining the product value, increasing site trust and awareness, but unfortunately, we didn’t use additional resources even for the retargeting audience.
In the very beginning we received right away a cost per lead 2 times higher than we had planned.
This launch was aimed to affect all countries. We received more displays in the first month than in all further months. The reason for this is that we packed all countries into one ad campaign.
However, the CTR in the first month was only 0.7%, which is very low for Search.
We did further relaunches for countries separately. For the following countries: Kuwait, UAE, Türkiye, Vietnam.
We managed to increase the CTR gradually, but the cost per click also increased significantly due to a narrowly targeted advertising campaign for very specific keys.
The best launch was in the UAE in October 2022. CTR exceeded 4%, we received 2 leads, but we failed to reduce the cost of a lead to the required 2000 rubles.
We made 2 more attempts after October, but unfortunately, we couldn’t get leads in the above mentioned countries.
This launch was aimed to affect all countries. We received more displays in the first month than in all further months. The reason for this is that we packed all countries into one ad campaign.
However, the CTR in the first month was only 0.7%, which is very low for Search.
We did further relaunches for countries separately. For the following countries: Kuwait, UAE, Türkiye, Vietnam.
We managed to increase the CTR gradually, but the cost per click also increased significantly due to a narrowly targeted advertising campaign for very specific keys.
The best launch was in the UAE in October 2022. CTR exceeded 4%, we received 2 leads, but we failed to reduce the cost of a lead to the required 2000 rubles.
We made 2 more attempts after October, but unfortunately, we couldn’t get leads in the above mentioned countries.
https://de.statista.com/statistik/daten/studie/71251/umfrage/einsatz-von-social-media-durch-unternehmen/
Share of respondents
General conclusions about ad campaigns:
Google is a global giant in regard to digital traffic. It’s a reasonable way for any business to search clients abroad using its capabilities.
Google is a global giant in regard to digital traffic. It’s a reasonable way for any business to search clients abroad using its capabilities.
To optimize the lead generation, you have to use all the features of this advertising platform: Search, Display Network, Video on YouTube, mixed strategies, conversion optimization, profound work with Google Analytics.
Share of respondents
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