Strategy
Our objective was to drive online sales for Pansabella, primarily supporting the floristry side of the business, in what is a highly competitive market with local and national florists.
Our strategy focussed on optimising the user experience and content on the website to improve the website’s search engine visibility and ranking for targeted key search phrases.
This Search Engine Optimisation activity was supported by targeted Google Ads and Social Advertising. Our strategy would focus on increasing click-through rate, conversion rate and average position, all while reducing the cost per click.
After a strategy session, our game-plan saw us planning to tackle the following areas, all of which we believed would make a big difference:
- Introduce an ongoing remarketing campaign to target previous website visitors
- Introducing a targeted social ad campaign
- Showcase all aspects of the Pansabella offerings
- Implementing new bidding strategies and making adjustments to where current potential existed (per device and location)
