Sogou advertising efficient delivery case study!

01. Insights into the thermal insulation materials industry background

◆ Thermal insulation material industry background

Thermal insulation materials refer to materials with a relatively low thermal coefficient, less than or equal to 0.12. Product categories include: rock wool board, glass wool board, rubber-plastic board, polyurethane insulation board, polystyrene board, aluminum silicate needle-punched blanket, etc. It has high thermal insulation performance and is light in weight, has low thermal conductivity, absorbs heat, and is non-flammable. It is widely used in industrial construction. The insulation material production base is concentrated in the big city of Langfang, Hebei - the hometown of insulation.

◆ Development background of thermal insulation material industry

Thermal insulation materials are widely used in the construction industry. Every ton of mineral wool insulation products used in construction can save one ton of oil per year. As the construction area continues to grow, according to the most conservative demand estimates, the annual demand for rock wool insulation materials alone is nearly 10 million tons. The market has great development potential and the industry demand is also continuing to rise (see Figure 1).

(Figure 1: Search index of rock wool board, data source: search index of a certain search platform)

◆ Promotion background of thermal insulation material industry

The demand for thermal insulation materials continues to grow, and customers are paying more and more attention to online promotion. Due to the concentrated distribution of the industry, the competition in the thermal insulation materials industry is becoming increasingly fierce, resulting in increased customer acquisition costs for thermal insulation materials. This article takes a thermal insulation materials company in Hebei as an example to see how to use Sogou search promotion to efficiently deliver advertisements, increase conversions, and reduce the input-output ratio as competition in the thermal insulation materials industry becomes increasingly fierce.

02. Customer placement information

◆ Customer Profile

A Hebei Insulation Materials Co., Ltd. was established in 2013. It mainly produces and sells rock wool insulation series, glass wool insulation series, aluminum silicate insulation materials and rubber and plastic insulation materials. The company is located in the Beijing-Tianjin-Hebei and Bohai Rim Economic Zone. It is an enterprise integrating product research, product development, production and sales. The company's products have been exported to many countries overseas.

◆ Advertising placement

● Promoted products: rock wool board, glass wool board, aluminum silicate series.

● Promotion areas: Central China, North China, East China, Inner Mongolia, Shanxi, Shaanxi, Gansu and Ningxia.

● Promotion period: Monday to Sunday.

● Promotion time: 9:00 am to 12:00 pm, 2:00 pm to 6:00 pm.

● Promotion day budget: 600 yuan.

● Customer target conversion points: number of telephone consultations and number of online conversations.

◆ Analysis of customer groups (taking rock wool board as an example)

● Gender distribution: Mostly male.

● Age distribution: Targeting people aged 25-45, with the key age group being 35-45.

03. Current situation of customer placement

Data analysis: From August 1 to August 7, 2021, the customer had a total of 3,609 impressions and 278 clicks, with a click-through rate of 7.7% . Statistics from the client statistics tool 53kf show that the average number of online consultations is about 2-3 per day. The number of telephone consultations is roughly estimated to be 13-15 per week.

04. Marketing plan

Refined account structure helps accounts to efficiently place advertisements

The customer's pain point is that consumption is unstable and does not meet the budget , so it is necessary to increase traffic through account optimization. The editor's solution for Hebei XX Insulation Materials Co., Ltd. is to divide the account structure in detail, and reorganize the insulation materials account from word selection to account building creative description and landing page optimization to increase traffic.

◆ Account structure optimization

First of all, in terms of keyword selection, search promotion is based on keywords, and word selection is particularly important. The account structure is built according to the parts of speech. To facilitate account management, the idea of ​​account building plan is adjusted and the plan is divided by product series. After this adjustment, a total of 5 plans are established based on product segmentation, which are divided into: rock wool plan, glass wool plan, aluminum silicate plan, silicate plan, and other plate plans.

It is planned to divide the promotion groups according to product words and parts of speech, namely: product words, price words, manufacturer words, inquiry words, long-tail words, conversion words, brand words, competitor words, etc. Divide them according to parts of speech, and write corresponding advantages and creativity according to different parts of speech. For example, the following figure:

◆ Creative optimization

In search promotion, in addition to keyword optimization, creative writing is also very important. A good idea is also an important factor affecting the click-through rate. The main products of this customer are rock wool boards, exterior wall insulation and decorative integrated boards, calcium silicate boards, glass wool boards, and rock wool tubes. The client wanted to highlight the advantages: a strong physical factory, sufficient stock, excellent quality, fast logistics and delivery, preferential prices, etc. We combined the client's optimization plan with creative writing, and focused on the use of pictures and text in the creative display style, such as: large pictures, single pictures, three pictures, multiple pictures, etc. Combine text and images to attract customers, so that they click, increase the account's click volume, and boost the account's overall click rate.

◆ Landing page optimization

In big search promotion, the landing page is also one of the important factors of promotion. After the customer searches for products or related business keywords and clicks on the advertisement, they can enter our promotion landing page.

Therefore, the main picture on the first screen should simply and clearly highlight the account's main business and the manufacturer's scale. After seeing the landing page, customers will communicate or communicate by phone. Combined with customers' own online communication tools - 53KF, Shangwutong, Mantis Technology and other online communication tools, the customer conversion path is increased in multiple dimensions, and 53KF is set to pop up actively.

Taking the customer mobile landing page as an example, the landing page optimization plan is:

● The first picture on the first screen highlights the main products, and the content includes: main products, special services, company phone number, manufacturer name, etc.

● The first and second screens highlight the business’s own advantages.

● The online communication software is set up so that a dialogue pops up as soon as the promotion landing page is entered. This method can improve the efficiency of the dialogue. The position can be set directly below the page to set the opening dialogue of the sales process, highlighting the company's best-selling products, contact numbers, etc., to attract customers and thus have a dialogue with them. Take the mobile landing page as an example to compare before and after optimization.

Through comparative analysis between landing pages and websites, it is found that landing pages have better conversion rates on the Sogou platform than ordinary website promotion pages. On the one hand, Sogou focuses on mobile promotion, and the overall traffic tends to be mobile, so the overall promotion of landing pages on the mobile side conforms to the form of opening the page on the mobile phone.

On the other hand, in the traffic link of the mobile landing page in the marketing funnel, the website opening speed and the website design page directly affect sales conversion. The Sogou Sunflower page is a page link directly generated by Sogou headquarters, so there will be no broken links, dead links, domain names will not expire, and the website will not be maliciously attacked. The overall landing page opening speed can be opened directly within 2 seconds, so the conversion data is better than the promotion effect of ordinary websites.

According to data feedback, the overall website bounce rate of the landing page is lower than that of ordinary websites. On the one hand, the marketing landing page can add video functions to fully display the company's corporate image and company scale. On the other hand, the addition of forms on the website can guide customers to leave inquiries and convert them. Adding WeChat functions can guide customers to use WeChat, thereby increasing netizens' stickiness, increasing website dwelling time, and promoting sales conversions.

◆ Data comparison and analysis

After this account re-operation and optimization, the comparison in each dimension has been improved.

By optimizing the creative description and combining it with graphic and text creatives, the creative click-through rate has also been significantly improved.

1. Landing page optimization data comparison

Before landing page optimization

The daily visit indicator conversion rate is low, the first screen bounce rate is high, and the visit time is short.

After landing page optimization

The daily visit indicators PV and UV have both improved, the conversion rate has increased to 1.2%, the bounce rate has decreased to 39%, and the average visit time has increased to 50 seconds.

2. Comparison of click data displayed by accounts

Before using the optimization plan, the number of impressions was 2609, the number of clicks was 178, and the click-through rate was 6.82%. After using the optimization plan, the weekly impressions were 4649, the weekly clicks were 365, and the weekly click-through rate was 7.85%, which were significantly improved compared to before. The customer's daily click volume is relatively stable, and the conversion data is also increasing. After communicating the data with the customer in detail, the communication tool statistics show that the daily online consultation volume is 2-3 , and the average telephone consultation volume is 2-3 per day . Compared with the previous period, the input-output ratio has been significantly improved, which is in line with customer expectations.