TRT are manufacturers and suppliers of truck trailers, cranes and heavy transport equipment with presence in New Zealand and Australian markets.
When TRT came to Duoplus, despite being a big player in the market, their NZ and Australian websites were buried deep in Google’s organic search results and their existing ad campaigns were not generating enough leads for their business due to lack of optimisation and an ineffective structure of ad campaigns.
TRT’s goal was to generate more leads in New Zealand and to establish brand awareness and leads in their fairly new Australian market and ultimately generate more business.
What We Did
Search Engine Optimisation
To improve their organic rankings, we first focused on the SEO foundations of their two websites. They had recently launched two large new sites, one for each country, and these needed substantial SEO work to achieve good organic rankings.
As an example of one of the problems they had, when users in Australia were searching for their products and services, their New Zealand website was showing up instead of their Australian one. This was because their websites were missing “href lang tags” which tells search engines which version of a website to show in a particular location.
Implementing href lang tags correctly meant that Australian users were shown the correct website in search results, which increased clicks and enquiries. Once we set up strong SEO foundations on both their websites, we then focused on optimising their content to be more relevant for SEO, which in turn helped with improving their overall organic rankings.
We also worked on what is known as “off-page SEO optimisation” to make their website stronger and authoritative in their niche for search engines.
On the advertising side, one of the first things we did was adjust the structure of their ad campaigns to have different ad groups for various areas of their business. Their business has a rather complex product structure, with some products and services being offered only in specific regions. We also implemented advanced conversion tracking including phone call measurement.
This helped us acquire granular level data of the various campaigns, which in turn we could use to optimise their campaigns further and make customised changes in budgets and bid strategies, while controlling the spend of each business unit’s allocated budget. We also used this data to create custom reports, so TRT could make smart business decisions to help them grow as a company.
Google Ads produced immediate results for TRT, with an increase of 1300% increase in conversions in just one month of setting up their ad campaigns in Australia. In New Zealand, there was a 200% increase in conversions in a month’s time.
+1,300% Increase in Conversions
+4,561 conversions over 2 years
Over a period of two years, we have generated about 1280 conversions in Australia and 3281 conversions in New Zealand from their Google Ads campaigns and organic traffic. Overall, the increase in traffic has been significant too with a combined 225% increase in organic traffic across both countries over 2 years.