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Resysta USA - Cultivating Sustainable Luxury with Targeted Google Ads

Client: Resysta USA, a provider of premium, eco-friendly decking, siding, and architectural solutions made from a unique rice husk-based composite material.

Challenge: Resysta USA faced the challenge of educating a niche market about its innovative product and competing with established wood and composite decking brands. Their target audience, environmentally conscious architects, builders, and homeowners, were often unaware of the benefits and aesthetic appeal of Resysta. They needed to generate qualified leads and drive brand awareness in a cost-effective manner.

Solution: A strategic Google Ads campaign was implemented, focusing on showcasing Resysta’s unique value proposition and targeting specific audience segments.

1. Educational Keyword Strategy:

  • “Sustainable Decking” & “Eco-Friendly Siding”: Targeting broad, high-intent keywords to capture users actively seeking environmentally responsible building materials.
  • “Rice Husk Composite” & “Resysta Material”: Focusing on brand-specific and material-based keywords to educate users about Resysta’s unique composition.
  • “Alternative to Tropical Hardwood” & “Weather-Resistant Cladding”: Highlighting Resysta’s performance advantages and addressing specific customer needs.
  • Long-Tail Keywords: Incorporating long-tail keywords like “best sustainable decking for coastal climates” or “modern eco-friendly siding design” to capture specific user searches.
  • “Architectural Cladding Solutions” & “Luxury Decking Materials”: Targeting the high-end market with keywords that emphasize design and quality.

2. Visual & Informative Ad Campaigns:

  • Image Extensions & Gallery Ads: Utilizing high-quality images and gallery ads to showcase Resysta’s aesthetic appeal and versatility in various applications.
  • Video Ads (YouTube Integration): Creating informative and engaging video ads highlighting Resysta’s sustainability, durability, and ease of maintenance, and running them on youtube.
  • Responsive Search Ads: Tailoring ad copy to match user search queries, highlighting key benefits such as water resistance, UV protection, and minimal maintenance.
  • Discovery Campaigns: Targeting users with relevant interests and demographics across Google’s network, showcasing Resysta’s products in visually appealing formats.

3. Targeted Audience Segmentation:

  • Geographic Targeting: Focusing on regions with strong environmental awareness and a high concentration of affluent homeowners and architects.
  • Audience Targeting (In-Market & Affinity): Targeting users with interests in sustainable living, home remodeling, architecture, and luxury design.
  • Remarketing Lists for Search Ads (RLSA): Reaching users who had previously visited the website or interacted with Resysta’s content, with tailored ads and offers.

4. Optimized Landing Pages & Content Marketing:

  • Dedicated Landing Pages: Creating service-specific landing pages with detailed information, high-resolution images, and downloadable resources such as brochures and technical specifications.
  • Blog Content & Case Studies: Developing informative blog posts and case studies showcasing Resysta’s applications in real-world projects, highlighting its benefits and addressing common customer questions.
  • Interactive Tools & Resources: Implementing interactive tools such as material calculators and virtual design tools to enhance user engagement and drive conversions.

5. Performance Tracking & Data-Driven Optimization:

  • Conversion Tracking (Lead Forms, Downloads, Contact Requests): Implementing robust conversion tracking to measure the effectiveness of the campaigns and identify high-performing keywords and ads.
  • Regular Reporting & Analysis: Providing regular reports and analysis of campaign performance, highlighting key metrics such as click-through rate, conversion rate, and cost per acquisition.
  • A/B Testing & Optimization: Continuously testing and optimizing ad copy, landing pages, and bidding strategies to maximize campaign performance and ROI.

Results:

  • Increased Qualified Leads: Resysta USA experienced a significant increase in qualified leads from architects, builders, and homeowners, leading to a substantial growth in sales.
  • Enhanced Brand Awareness: The targeted Google Ads campaign helped to raise awareness of Resysta’s unique value proposition and establish it as a leading provider of sustainable building materials.
  • Improved Website Traffic & Engagement: The campaign drove targeted traffic to the website, resulting in increased engagement with Resysta’s content and resources.
  • Stronger Market Positioning: Resysta USA successfully positioned itself as a premium, eco-friendly alternative to traditional wood and composite decking materials.
  • Increased average order value: By targeting luxury clients, the average order value increased.

Conclusion:

By implementing a strategic and data-driven Google Ads campaign, Resysta USA effectively overcame the challenges of educating a niche market and competing with established brands. The campaign’s focus on education, visual storytelling, and targeted audience segmentation helped to drive qualified leads, enhance brand awareness, and establish Resysta as a leader in the sustainable building materials industry.