Digimax is one of the leading distributors in Italy for power supplies, industrial PCs, LED products, displays, IoT sensors, and electronic components. In addition to a wide product stock, the company offers customized integrated solutions and professional consultancy services.
Digimax approached Antartika with the goal of strengthening its online presence and acquiring new B2B customers, highlighting its consulting service for industrial automation and professional lighting projects.
Multiple Google Ads campaigns
We studied and set up a series of Pay Per Click (PPC) campaigns with Google Ads for our client:
- Search network campaigns to reach potential customers when they search on Google for the products or solutions offered by Digimax.
- Display network and YouTube campaigns to increase Digimax’s brand awareness and strengthen the company’s image.
Continuous optimization
After the initial campaign setup, we continuously monitored the collected data on a monthly basis, allowing us to make a series of optimizations in terms of:
- Campaign structure;
- Keywords;
- Text ads and display banners;
- Target audience segments;
- Devices and locations;
- Bidding strategies.
Landing Page for B2B leads
By analyzing the results and user behavior on the website during the initial phase of activity, we also intervened on the ad landing page to further optimize the campaigns.
Specifically, we created a lead generation landing page for specific product categories with the goal of collecting contacts.
The importance of tracking
To evaluate the effectiveness of the campaigns as accurately as possible, we optimized conversion tracking by configuring Google Tag Manager, Google Analytics (UA) and Google Analytics 4. We implemented tracking for all relevant user actions.
Proper conversion tracking in Web Analytics tools is essential not only for analyzing results but also for providing meaningful data to Google Ads and allowing campaigns to achieve desired goals.
Improvement in conversion costs
The interventions on campaigns, landing pages, and tracking led to a progressive improvement in conversions and cost per conversion from quarter to quarter:
- Conversions: from 12 to 215 (in the quarter) > 1691% increase
- Cost per conversion: from €116.07 to €19.61 (in the quarter) > 83% reduction
