How we contribute to the growth of the pergola manufacturer Alutech Bohemia

Want to start targeting your customers with paid PPC advertising and wondering how to get started? Or are you already using PPC advertising and it's only bringing you visitors while your competitors are successfully selling? Try focusing more on optimizing and understanding the behavior of your target audience instead of increasing the cost of credits.

Audit your PPC campaigns

Alutech Bohemia is a leading Czech manufacturer and seller of pergolas and shading technology. As recently as early 2021, Alutech Bohemia's main source of orders was personal recommendations based on quality customer service. PPC campaigns were bringing them only units to tens of clients. Therefore, they decided to change suppliers and invest more in PPC if the performance of campaigns with the existing budget improves.

After an initial audit of the existing campaigns, we found significant potential to improve campaign performance. We rebuilt the original campaigns from the ground up. Based on keyword analysis in WebMedea, we identified new keywords to target in search engines. We adjusted the original ad wording to achieve the highest possible quality score, moving Alutech Bohemia's ads to higher positions. We adjusted the campaign strategy to maximize click-throughs so that we could drive the highest number of people to the site. Already after the first months of running the optimized campaigns, we achieved double the number of inquiries sent, all with the original budget.

Development of the number of submitted forms on the Alutech Bohemia website
Figure 1: By the end of 2021, we had achieved up to six times the number of form submissions with the original budget. After taking over management of the site and optimizing the impact pages, we doubled the number of forms submitted during 2022. We then split the campaigns into individual assets by keyword so that we could display the most relevant ads possible. We ended 2023 with a 500% increase in conversions.

Improving and accelerating impact pages

Campaign impact pages are a key point in the customer decision-making process. The impact page needs to contain the most important information and key competitive advantages delivered in an easy-to-understand format and guide the customer to complete the order. In addition, if the website is slow and individual pages take a long time to load, this can discourage the customer and cause them to leave the site. We brought all these attributes that affect the number of completed orders to Alutech's attention and proposed a solution.

Based on our success with campaign optimization, the client entrusted us with the complete management of the site and we were able to apply the suggested changes. On the impact pages, we also optimized the setup of measured conversion goals, the design and placement of CTA buttons, and the design of inquiry forms. We also simplified and streamlined the mobile version of the site, as it was from mobile devices that the majority of completed enquiries came.

Impact pages of Alutech Bohemia
Fig. 2: We redesigned the landing pages to maximize loading speed, strategically placed CTA buttons for submitting an order, and ensured there were plenty of professional photos of the executions, which are a proven way to engage a potential customer.

New strategy and a sixfold increase in conversions

Thanks to these additional adjustments, we were able to increase the number of enquiries by up to six times. We continued to optimize our campaigns to maintain the established trend. We split the campaigns into multiple ad sets (assets) so that we had a separate set for each keyword with a maximally personalized ad and impact page. Thanks to this change, we can easily evaluate through which keywords we can bring in more relevant users and allocate budget to each report based on that.

We also adjusted the time windows in which our ads were displayed to users based on an analysis of the behavior of incoming customers to the site - we found that users who come to the site in the afternoon are more likely to convert. The campaigns are also segmented according to the target location, where we run different marketing communications to different locations not only in the Czech Republic but also in Slovakia.

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