Customer: hikvision.org.ua

Brand: Hikvision

Tools: Google Ads

Goals: Growth in sales through the website (shopping cart, enquiries), promotion of new Hikvision products

About the project: Cooperation with Hikvision began in 2017 and lasted for five years until 2022

About Hikvision

Hikvision is a global leader in video surveillance and security. 
Founded in 2001, the company offers a wide range of innovative video surveillance solutions, including cameras, storage systems, and video content management software. Hikvision products are used in both business and government projects around the world, providing advanced security and safety solutions.

Tools and approaches

Search campaigns with category segmentation

We divided the campaigns by the main categories of Hikvision products (cameras, DVRs, video surveillance systems, etc.), which allowed us to accurately target users interested in specific products.

Search campaigns by model

To promote popular models of equipment, we created separate campaigns with a focus on those who are in the process of making a decision to buy a particular device.

DSA campaigns (Dynamic Search Ads)

Dynamic ads helped to expand the reach by automatically displaying ads for search queries that were not covered by the main campaigns.

Dynamic remarketing

The use of dynamic remarketing made it possible to return users who had previously interacted with the site by displaying relevant products and personalized offers.

Campaign results

Reduced cost per click by 21.46%

By optimizing bids and increasing the relevance of ads, we managed to reduce the cost per click, making campaigns more cost-effective and efficient.

CTR of search campaigns is 10.84%

The high CTR confirms that search ads were clearly targeted to the interests of users, which increased the likelihood of clicks and visits to the site.

Revenue growth by 61.14%

Thanks to the fine-tuning of advertising campaigns and the involvement of the target audience, the company's revenue has grown significantly.

Transaction growth by 84.84%

The increase in the number of transactions was made possible by an effective advertising strategy that attracted solvent customers and increased sales of Hikvision products.

Interesting facts about Hikvision

A leader in the video surveillance market: Hikvision is the world's largest provider of video surveillance and security solutions, offering a wide range of products for businesses and individuals.

Innovations in artificial intelligence: The company is actively developing AI-based technologies to improve analytics and automate security processes.

Global presence: Hikvision operates in more than 150 countries and has offices in key regions of the world.

R&D center: More than 40% of the company's employees work in research and development.

Difficulties in promoting the video surveillance and security niche and their solutions

1. Long decision-making cycle for customers

The problem: Customers, especially B2B, can take a long time to make decisions, which reduces immediate conversions.

Solution: Remarketing to bring back users interested in products and using personalized offers to speed up the process.

2. Low conversion rate through shopping carts and calls

The problem: Despite traffic, users may not complete purchases through the shopping cart or call.

Solution: Optimize the user interface and add live chat for instant help. It is also worth implementing call-tracking tools to analyze and optimize phone calls.

3. Tracking and evaluating the effectiveness of campaigns

Problem: Difficulty measuring the effectiveness of advertising campaigns, especially for phone calls.

Solution: Integrating call-tracking systems and data analysis to improve advertising strategies.

Conclusions

The Google Ads campaign for the Hikvision brand showed results due to proper segmentation, the use of dynamic ads, and effective remarketing. Reduced cost per click, high CTR, and increased transactions confirm the success of the strategy. The integrated approach allowed not only to increase the company's revenue but also to create long-term relationships with customers interested in professional security solutions.