Case Study

#3 It’s good to be geeky

Challenge

Until recently, getting digital and social wins was fairly easy. Now, companies are having to invest more, chase harder for new business and box-clever to stand-out.

Solution

When this commercial property company’s advertising performance started softening, we deep-dived into their Google Adwords and Google Analytics data to gauge what needed optimising across the media mix:

Through mining the data, we discovered that PPC Key Search Words and the Google ad copy needed tightening-up. We also walked them through re-allocating campaign spend to support specific properties and geographic regions generating the most business for them.

Organic (SEO) number-crunching revealed that both the quality and domain authority scores were not ideal. So we advised replacing their ageing website with a new mobile-friendly one, as well as setting up a content outreach programme to generate quality back-links.

For greater stand-out and engagement on social, we recommended building on the buzz with paid-for advertising on Twitter and LinkedIn. Blogging and emails were re-framed to be more customer-friendly with content selected for relevance and helpfulness to businesses.

Result

Within four months, PPC consistently achieved conversion rates of over +4% (industry benchmark of 2%). SEO goal completions (enquiries) and Google’s quality score rose significantly, especially after the mobile site went live. For the first time, social accounted for 10% of total enquiries. To check out their new website click here.