Rhinox Group: Enhancing Digital Marketing Efforts To Drive Performance And Expand Into International Markets
THE RESULTS
158% | increase in revenue YOY from PPC activity |
128% | increase in revenue YOY from SEO activity |
Aggressive growth plans
Rhinox manufactures digger and excavator attachments like buckets, land rakes, pallet forks and concrete pouring buckets. Their top quality products are available for most diggers and excavators, and they’re popular with customers ranging from large construction firms to landscape gardeners.
Before we came on board, Rhinox wanted to grow, rapidly, in the UK and the US. They’d carried out their own SEO and PPC work, but after seeing mixed results decided expert agency support was needed.
In October 2022, 43 Clicks North won a competitive pitch for Rhinox against several much larger regional agencies.
We planned to achieve significant year-on-year revenue growth, both with their well-established ecommerce brand in the UK, and a fledgling one in the US. At the time, the construction market was not buoyant, and the cost of living crisis was at its peak. This meant that targets needed to be reached sustainably.
Foundations first, expansion second
First, we fully assessed Rhinox’s PPC accounts and SEO position. Then, our experts got to work on a plan to deliver sustainable long-term growth. Their current PPC setup needed a significant overhaul to get it ready for growth, and their organic SEO needed in-depth technical work to let performance grow, particularly in the US.
PPC Restructure
We started by restructuring Rhinox’s PPC accounts in the UK and the US. We wanted to make sure that keywords and ads had a better match rate to improve quality score, reduce cost per click (CPC) and increase click-through rate (CTR). We also wanted to ensure there was no crossover between ads triggering for different keywords.
This allowed us to control ad spend better, and put more money into areas that were doing well.
We also overhauled and improved Rhinox’s shopping feeds. We added more detail, using custom labelling and improved the structure to let the feed drive ad performance in a better direction. This was critical for improving return on ad spend (ROAS), driving market share and increasing brand awareness.
Once these fundamental changes were complete, we could expand into other areas to drive more revenue growth.
HREF LANG and Technical SEO Fixes
Rhinox’s UK website often outranked the US site for US-based searches. This was severely affecting the US site’s ability to rank well for relevant terms. We fixed this using hreflang tags.
Hreflang tags tell search engines what language and location a page is for. Because the Rhinox sites didn’t have them, Google didn’t know which page it should be ranking for which location.
When we added accurate hreflang tags, we saw a significant drop in UK traffic hitting the US site, as the US pages started to rank better in the US results. This led to a traffic increase, mainly to the US site, and substantially better conversion rates for both territories.
Once the hreflang problems were fixed we worked through a range of technical fixes, content enhancements and expansion. These broadened Rhinox’s reach and visibility on both UK and US search pages.
One key change was using local market-specific language on the US site. We changed and enhanced content and keyword structures for the correct terms to maximise local traffic.
Driving more growth
Once the fundamentals were in place, the next step was to drive more growth.
We then started being more flexible with the PPC budgets across campaigns. This meant we could divert more spend to high ROAS areas, and pull back from ones that weren’t delivering. Where we saw volume and opportunity, we relaxed ROAS targets to drive sales and brand awareness, to capitalise on new customers and their exposure to Rhinox.
On the SEO front, we identified several high-volume terms where Rhinox ranked on page two of Google. We then tested changes to the pages, enhancing on-page content, improving internal links and making sure that pages weren’t cannibalising each other. Moving pages up the rankings onto page one helped to drive more traffic and revenue.
Expand the brand
Once we started to see results, the next step was to widen the net for Rhinox in the US.
In the UK, Rhinox is a well-established name. Brand search volume is relatively consistent month on month. This was not the case in the US.
So, we launched paid social activity across Meta to drive brand awareness and capitalise on high brand awareness in specific US states.
We ran a brand campaign across the US to raise Rhinox’s brand awareness, alongside a conversion campaign in states where Rhinox already had a strong dealer presence and awareness.
The conversion campaigns brought in strong revenue numbers. This let us extend into neighbouring states that were easy for Rhinox’s distribution network to reach via the road or rail networks.
Results:
UK
- 158% increase in revenue, year on year, from PPC activity, whilst maintaining media spend levels and a healthy ROAS
- 128% increase in revenue, year on year from SEO activity
US
- 92% increase in revenue, year on year, from PPC activity, whilst maintaining media spend levels and a healthy ROAS
- 65% increase in revenue, year on year from SEO activity
- 984% increase in brand reach on Meta, year on year, with an 824% increase in revenue driven from conversion campaigns
By refining Rhinox’s PPC, SEO, and Paid Social strategies, we helped them achieve sustainable, profitable growth in both the UK and US markets—despite industry challenges and economic pressures.
A full PPC restructure and technical SEO fixes laid the groundwork for success, improving efficiency, reducing wasted spend, and increasing visibility in key markets. In the UK, this resulted in a 158% increase in PPC revenue and a 128% boost in organic revenue. In the US, targeted SEO enhancements and strategic paid campaigns drove a 92% increase in PPC revenue and a 65% rise in organic revenue. Meanwhile, brand awareness efforts across Meta helped fuel Rhinox’s expansion into new states, leading to an 824% increase in revenue from conversion campaigns.
With a solid foundation now in place, Rhinox is well-positioned to continue its aggressive growth strategy, further expanding its market share and reinforcing its position as a leader in the construction industry.
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Our Work
We’ve worked with a variety of companies to produce outstanding results. From internationally recognised brands to small family-owned businesses, we’ve gotten to know our clients inside out to produce perfect projects and create captivating campaigns that truly express their message and values.
