about
Who is HA-CO Motion AG?
HA-CO Group connects four companies in Germany, Austria, and Switzerland. They promote close cooperation between the linear technology specialists from Switzerland and the coupling manufacturers from Kleinwallstadt (Germany), the connection technology professionals from Traun (Austria), or the carbon engineers from the production plant in Wallerstein (Germany). In this way, cross-technology projects can be offered to the customer from a single source, from conception to production.
The challenge
The challenge/initial situation
The market for the products and solutions offered by HA-CO Motion AG (such as linear technology, fastening technology, etc.) is very broad, and the search queries vary greatly in the individual countries. In addition, the websites in the individual countries for essential search terms on Google were not found in the organic search, and the ongoing Google Ads campaigns also did not bring the desired results.
Since the performance of the campaigns was unsatisfactory, and the reporting was not sufficiently informative, HA-CO turned to Lean & Sharp with the desire to carry out an audit of the campaigns and websites in all countries. The goal was to obtain an analysis of the current situation and also to identify how the performance of the campaigns could be increased. In relation to the campaign budget (clicks and maintenance), how quality leads could be obtained and how the websites for important search terms on Google could be ranked better in the organic search.
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The solution
Our approach
The detailed review and analysis of the campaigns showed that they still had a lot of potential and that the performance could be increased accordingly through professional revision.
In the first step, the Google Analytics setup was checked and updated, and a customer-specific dynamic dashboard was set up so that the customer could view and understand the relevant KPIs in the reporting in a simple and clear way.
In a further step, comprehensive keyword research was carried out for all locations to find the search terms that were really relevant for HA-CO. The findings from this analysis were then used for campaign optimization (keywords and ad texts) and formed a valuable basis for keyword mapping. This clearly defined which subpages of the respective websites should be ranked on Google for which keyword (SEO).
Furthermore, the websites were also checked for usability and the findings were passed on to Ha-Co so that they could be implemented by the web agency. For these analyses, the Hotjar tool was used, among other things, to better understand user interaction.
Through the subsequent SEO optimization project, SEO adjustments were made on a monthly basis through direct communication with the programmer, thereby significantly improving the ranking for the relevant keywords and increasing the success of the Google Ads campaigns even further.
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achievements
Results
01.
The Google Ads and Bing campaigns delivered solid traffic and conversions to the website. For Swiss non-brand campaigns, the CTR was between 5% and 9.5%. Through professional optimization, solid traffic with conversions could be generated in the DACH area in accordance with the budget provided. This was visualized in a dynamic Data Studio report.
02.
In organic search, special results were achieved for Ha-Co Switzerland, as Ha-Co is particularly based in Switzerland when it comes to branding. In the period from October 2020 to June 2022, for example, the visibility of the defined keywords for Ha-Co Switzerland was improved from 0.14 % to 5.91% (+5.77%), overtaking its main competitor at 4.91%. The ranking of these 133 keywords increased from an average of 23 to 8.7. For Ha-Co Austria, the visibility for 132 keywords also overtook its main competitor with 1.42%, increasing from 0.01% to 1.47%. The rankings improved from an average of 33 to 18. Given a very strong competition in Germany, the visibility of the 109 keywords was improved from 0.01% to 0.4%, and the rankings improved from position 27 to 15.
Are you dissatisfied with the results of your digital campaigns for search engine optimization (SEO), paid advertising, content marketing, or gamification? Let’s start with a short call for a free and non-binding exchange about growth hacking and digital marketing.
Dr. Gero Kühne
Owner
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