Fakhree Al Hindi is a leading wholesaler of imitation jewellery, offering over 50,000 popular designs at direct factory prices, ready to ship worldwide. Hussain Saiffudin’s goal with Fakhree Al Hindi is to tap into the global wholesale market for imitation jewellery, expanding the business by leveraging platforms like Google Ads and Meta.
Objective
The primary objective was to scale the business by generating high-quality B2B leads. This crucial task involved not just increasing the quantity of leads, but ensuring that these leads were highly relevant and had a higher likelihood of conversion. High-quality B2B leads are essential for driving sustained business growth, improving sales efficiency, and enhancing overall market presence.
Defining KPIs and Account Structure:
- Key Performance Indicators (KPIs): We began by defining clear KPIs to measure the success of our lead generation efforts. These KPIs included metrics such as Cost Per Lead (CPL), Click-Through Rate (CTR), and Search Impression Share (SI Share).
- Account Structuring: Our next step was to structure the account to efficiently generate these quality leads. This involved meticulous keyword management, including the addition and negation of keywords, and organising ad groups to ensure precise targeting.
Curating a Landing Page and User Flow:
- Landing Page Design: We focused on creating a compelling landing page specifically designed to capture high-quality leads. The landing page featured clear calls-to-action, engaging content, and a user-friendly design to encourage conversions.
- User Flow Optimisation: Defining an effective user flow was critical. We mapped out the customer journey from the initial ad click to the final conversion, ensuring a seamless and intuitive experience that guided potential leads towards providing their information.
By focusing on high-quality B2B lead generation, we effectively scaled the business. Through strategic account structuring, targeted keyword management, and optimised user flows, we improved lead quality and campaign performance. Our efforts led to significant enhancements in key metrics, driving business growth and establishing a stronger market presence.
Idea & Execution
Given the reduced user attention span observed in recent times, this became a primary focus while designing the landing page. Utilising tools like Microsoft Clarity, we identified and improved dark spots on the website. Competitor research provided insights into effective landing page strategies, guiding us in creating a page optimised for smoother user flow. Our main focus was to highlight Fakhree Al Hindi’s brand features with minimal information to counteract the reduced attention span.
We then aimed to establish multiple touchpoints for users to contact Fakhree Al Hindi’s executives. We implemented a small lead form in the header section and added a WhatsApp widget in the bottom right corner. This widget allowed users to instantly interact with the business, catering to the human psychology of instant gratification. Understanding our target audience’s persona, we realised that detailed, cumbersome forms would not be effective.
The final and most crucial step was designing a campaign strategy to generate B2B leads. We analysed the imitation jewellery market using the Keyword Planner tool in Google Ads, which provided CPC estimates and identified the right set of keywords for our search campaigns.
With keywords finalised, we crafted ad copies clearly indicating that Fakhree Al Hindi is a B2B wholesale business catering to bulk buyers. We also experimented with vernacular ads in Arabic and French, targeting Arab and French-speaking countries. This strategy helped build trust within the local audience.
Challenges
The B2B space is inherently complex, requiring a deep understanding of industry-specific needs and longer sales cycles. Unlike B2C, B2B transactions often involve multiple stakeholders, necessitating tailored messaging and multi-channel engagement strategies. High competition in the B2B sector means that businesses must constantly innovate and adapt to stay relevant and ahead of competitors.
Additionally, the focus on building long-term relationships over quick sales demands a strategic approach to customer retention and satisfaction. The need for precision in targeting and the importance of generating high-quality leads further underscore the challenges inherent in the B2B landscape.
- Addressing Retail Leads
- Initial Hurdle: Ten days into our campaign, we faced a significant challenge: attracting retail leads seeking single items, which was not our target market.
- Solution: We implemented keyword addition and negation strategies. Using both broad and exact ad groups, we negated all irrelevant terms from broad ad groups and added all relevant terms to exact ad groups.
- Outcome: This approach effectively bypassed retail users and reduced our Cost Per Lead (CPL) by 15%.
- Enhancing Ad Effectiveness
- Importance of Keywords and Ads: In the B2B vertical, both keywords and ads play a crucial role. To attract quality customers, ads must be crisp and attention-grabbing.
- Customised Ads: We curated bespoke headlines and descriptions tailored to the targeted keywords.
- Result: After implementing these changes, we observed a 13.8% increase in Click-Through Rates (CTRs), helping customers recognise that Fakhree Al Hindi is a B2B seller.
- Improving Search Impression Share (SI Share)
- Initial Issue: Our campaigns initially had a low SI share, indicating inefficiencies in bidding or incorrect keyword selection.
- Deep Keyword Research: Through extensive keyword research, we identified the right audience for our campaigns. Regular keyword addition and negation helped further fine-tune our strategy.
- Impact: This led to a 54% increase in SI share compared to the months of September and October.
- Identifying Quality Leads
- Setting Parameters: To better identify quality leads, we set various parameters within our CRM (HubSpot) to gauge campaign performance accurately.
- Lead Stages Defined: With clearly defined lead stages, we could track performance in terms of quality leads generated and identify the best-performing countries, as we targeted multiple locations.
By addressing these challenges with strategic keyword management, ad customisation, and detailed performance tracking, we were able to significantly improve our campaign outcomes. Our efforts not only refined our target audience but also enhanced lead quality and overall campaign efficiency.
Impact
The client acknowledged the significant improvement in lead quality and expressed appreciation for our concerted efforts to optimise campaigns and reduce the Cost Per Lead (CPL). They were particularly impressed by the strategic approach we took in refining keyword targeting and ad placement, which not only attracted more relevant leads but also enhanced the overall efficiency of their marketing spend.
Furthermore, the newly designed landing page received high praise for its ability to effectively convey crucial information through a clean, minimalist design. The absence of distractions ensured that visitors could focus on the key messages, resulting in higher engagement and conversion rates. This positive feedback underscored the success of our comprehensive strategy in delivering tangible results and exceeding the client’s expectations.
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