Maintaining a competative presence in a very competitive PPC landscape ($9-16 average CPC), where national players compete with local businesses for attention.
Measuring results and making data-driven decisions in an account where there are few clicks due to the cost per click.
After a detailed review of the client's account, website and competition we isolated the first issue we had to solve, which was implementing a data-driven approach to understanding what led to conversions when there were only a small amount per week.
We mapped the most important routes a visitor took to becoming a lead on their website and developed a simple but useful model of customer acquisition. Then we used each of the key touch points as a "microconversion" (or "Secondary Conversion" in Google Ads) to help us make more data driven decisions about the account.
Next, with such a high CPC, we had to make sure every dollar was going to something that made a meaningful impact in generating a lead. Tight ad groups with laser precise keyword strategies and and a manual bidding strategy so we could control every aspect of the spend.
As the leads grew and stabilized we broadened out to display campaigns to saturate the local market with their messaging and help drive more leads and more qualified leads from search, social and other important channels.
Paid Ads,Paid Ads,Paid Ads,Marketing Strategy,Branding
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SureFit was looking to improve it's eCommerce sales primarily through organic, paid search, affiliate and email channels. The challenge was to create a holistic digital marketing strategy that the company could implement on a consistent basis to generate direct to consumer sales as well as customer retention/repeat purchases.
Migrated website to a new CMS (WooCommerce).
Needed SEO structure set-out which tied into Google ads and paid search.
The biggest challenge was mapping out the way people search and creating landing pages to match search intent.
BudgetNet had established itself as a highly respected provider of NDIS plan management services over their short history.
Their growth had been on the back of word of mouth, referrals and paid search.
With more and more competition entering the market, however, they had noticed their cost per click and return on investment on paid search campaigns get slowly chipped away.
They knew that longer-term, they needed an SEO strategy in place to protect their online presence in the market.
Website redevelopment, branding, and initial ads to generate traffic and measure results