Hitachi Construction Machinery paid social success

About Hitachi

Hitachi Construction Machinery is one of the world’s largest manufacturers and distributors of construction and mining equipment.

The company sells a huge range of equipment from excavators, dump trucks, wheel loaders etc.

Hitachi Construction Machinery has over 400 staff and has achieved revenues of $263,309,000.

The challenge

Throughout our long standing partnership with Hitachi, we worked to increase leads for their excavator range through paid search campaigns.

Hitachi needed to increase site traffic and their share of voice online. They came to us for guidance on testing multiple strategies across different platforms in order to identify new channels that offer high volume leads with positive ROI.

Scope of work

01.

SEM management and optimisation

02.

Ongoing SEO including audits and link building

03.

Paid social campaign creation and management

04.

Performance data analysis in Google Analytics

05.

Creation and management of remarketing campaigns with Adroll

Our solution

Channel analysis shows existing high rates of engagement on Facebook, and we opted to start the cross platform test there. Before testing we implemented a comprehensive tracking and audience framework.

Using the Facebook pixel, we created multiple conversion goals and custom events to measure all macro and micro conversions on the website. We then executed a full scale audience build setting up customer list audiences, engagement audiences, lookalikes, remarketing audience and custom audiences.  

We executed a comprehensive test across different campaign types looking at conversion campaigns, lead gen campaigns and traffic campaigns with multiple ad copy variants to identify correct audience.

 

Results

After testing we identified Lead gen ads to be best performers with conversion rates 250% higher than traditional Adwords.  Facebook Lead gen ads also drove 5 times more conversion volume than adwords.

After our findings we performed platform wide budget optimisation allocating 60% of budget to Facebook. Over the next year we improved Hitachi’s overall digital ROI by more than 300%