Paid Search (SEM)
We have several years of SEM experience managing successful campaigns across Google and Bing from small-budget local campaigns to massive campaigns in multiple countries across the world, (including campaigns translated in several languages at a time). As with everything our team does, our number one priority on paid search is returning as many conversions as possible at the lowest cost. The second priority is ensuring the work we do in a month continues to pay itself forward as far as possible, gaining long term returns and opening up new opportunities to improve your ROI further.
Organic Search (SEO)
There is no better channel for a brand than organic search. Why? Organic clicks from search results are free. Organic search clicks, despite being lower down the page, drastically outperform paid results in terms of driving traffic to a site. A solid organic search strategy is the no.#1 way we know to reduce a brands total CPA. SEO is not set and forget. There is always more that you can do to stay ahead of the competition.
Generally, our approach to SEO follows the process below;
- Fix crawl issues and ensure Google is discovering the essential pages on your site.
- Keyword and topic research to discover what you are and should be ranking for.
- Understand the information architecture of your site and how this fits in with the problem your business solves for consumers.
- Technical SEO such as HTML improvements and structured data.
- Plan of attack for content commencing with ensuring all pages are up to date and adding value to your brand.
We target profitable audiences, not places. So if it’s on a display network, we have got you covered. We can manage the implementation and content creation as well for all our work. Though happy to work with others if you have your own graphic designer. Unless otherwise asked, we are accountable for optimising ads towards delivering conversions.
Yes, we can set up to retarget across all the major networks.
Yes, we can help you find new users by leveraging your data and network audiences.
Yes, we can organise to create ad units from static display placements to video.
If you can’t measure something, you can’t manage it. Analytics is at the heart of all the work we do and is how we are held accountable to the value of our work. Most often, we work with Google analytics as our single point of truth for determining a website’s performance. Though when needed can scale up into more advanced analytics platforms such as Firebase, for optimising an Apps performance or integrating data sources from multiple locations. In regards to achieving a valuable ROI, any analytical recommendations we advise are concerned with your bottom line as key interest occupying the forefront of our minds.
CRO and UX
Getting customers to your website is only half the battle. Once they are there, you need to ensure as many as possible turn into customers, whether that be by making a purchase, requesting a quote or making a call. I.e. Achieving a noteworthy conversion rate.
Like with paid campaigns, the way you improve your conversion rate is through experiments. A well-run website is always running experiments and looking for ways to convert more customers on their site. Experiments are tested on a sample of site visitors against what exists currently. If the new change is an improvement, we increase the sample size, if it maintains a better performer, then we implement the change for all visitors.
This can be through small changes, e.g. playing around with a buttons text, shapes and or colours or significant modifications such as experimenting with a new design template, updating your product or adding content personalisation.
When working with a client on CRO; generally, we have monthly meetings to talk through current active and future experiments, to be sucessful, it needs to be a very collaborative process.
One-off emails with the sole purpose of boosting sales in the short term. The offer here is king, beyond a purchase, a great offer can ensure customers will continue to open future emails if the current one isn’t for them. It’s often overlooked, that the biggest challenge here is knowing you don’t own a custom mailbox and the message you send needs to be full of gratitude for their time. When working with a new business, I prefer to get started with marketing emails while we learn the limitations of a businesses data collection efforts. An excellent place to start an audience and providing multiple relevant messages to the right people.
Always on email campaigns
This is one of my favourite forms of marketing. If you’re not familiar, this is the process of creating logically based emails triggered by specific activities on the site, email replies or custom data like a customer birthdate. What I like about this is the ability to scale and experiment increasing conversion rates long term, almost like paid advertising campaigns.