Digital Marketing Case Study

5 months ago | by

Dominating Paid Search; How Coast helped Huskee achieve a positive return on their ad spend

The Challenge.

Main Objective:

Increase conversions through Google Ad campaigns.

Pain Point:

Sales conversions unknown and average ad metrics*.

Hurdles:

The reusable coffee cup industry is highly competitive with a number of well known brands including KeepCup and Frank Green.

Starting with an account with incomplete data (missing conversion information) and a non optimal campaign structure we were excited to take on the challenge and positively turn the account around, generating a profitable return on ad spend through an organised account structure built from top, mid and bottom of funnel focussed campaigns.

Before working with Coast: October 2018

We began with benchmarking the performance prior to us starting work on the account. With high Avg CPC’s and a low CTR, conversions were also not being tracked. We immediately set up conversion tracking to provide more data to enable us to optimise the account to generate more sales and a strong return on ad spend

The Strategy.

Our strategy focussed on generating a positive return on ad spend, increasing conversions by driving higher volumes of quality traffic to the website, whilst lowering the average cost per click (cpc)

After a collaborative strategy session, our game-plan saw us planning to tackle the following areas, all of which we believed would make a big difference:

  • The optimisation of the account set up to provide access to more data to be able to inform campaign optimisations and to enable sales conversions to be attributed to Google Ads activity.
  • Campaign optimisation including keywords, search terms, bids, budgets and ad creative,
  • Keyword research to identify optimisations and introduce new ad groups and or campaigns.
  • A full competitor review to discover and analyse competitor ad performance, keywords, ad creative and overall market position.
  • Introduce new initiatives including re-marketing, brand and competitor campaigns to target top-mid-bottom of funnel searches.

In our approach to working with real-time data, we used this to our advantage to also have a look at:

  • Regular competitor analysis to be able to respond to market changes.
  • A/B testing within campaigns (targeted at key demographics and locations) and new campaigns
  • The historical data of the campaigns and how users have interacted with them

The Results / ROI.

Within the first 3 months of working on the account we were able to generate a 99% increase in return on ad spend to 138% from 39% when we first added conversion tracking to the account. This has continued to grow month on month and is now at 173%

We have been able to drive more quality traffic to the site, in turn driving an increase in online sales each month.

We have increased the Click Through Rate (CTR) to 19% across the account, up 14% on the 5% CTR at the time we took on the account. This is significantly higher than the Retail Industry average of 4.67%*.

We have significantly reduced the Average cost per click (CPC) to $0.36, saving a massive $2.83 per click from previous results

Results as of our latest month with Huskee

Coast were a great group of people to work with. They made themselves very approachable and always stuck to their word with turnaround times. I can recommend reaching out to them to scope out your next project!

Nicole Barnes, General Manager, Huskee

Top Performing Ad (last 90 days)

109 CONVERSIONS

34% CTR

Key Statistics (last 90 days)

139K IMPRESSIONS

24.9K CLICKS

$0.39 AVG. CPC

164 CONVERSIONS

17.8% CLICK THROUGH RATE (CTR)

168% ROAS

IS YOUR BUSINESS LOOKING TO ACHIEVE SIMILAR GROWTH?

Let’s get going!

*2019 Retail Industry Average Google Click Through Rate 4.67% Source: https://instapage.com/blog/google-ads-industry-benchmarks

Digital Marketing Case Study

5 months ago | by

Dominating Organic Search; How Coast helped Huskee rankhighly for multiple search terms, achieving first page results in ahighly competitive industry

The Challenge.

Main Objective:

Increase the organic visibility within search results, driving quality site traffic and encouraging conversions.

Pain Point:

Website not appearing in or low down in results listings on Google for key search terms.

Hurdles:

The reusable coffee cup industry is highly competitivewith a number of well known brands including KeepCupand Frank Green.

Prior to joining Coast, Huskee’s website was quite average in terms of ranking in Google, with just 4 keywords ranking in the top 3 & 4 ranking in the top 10. Seeing that this was an issue, as well as being highly impressed by our ability to produce amazing results in the SEO space. Huskee decided to hand over the reins to coast to produce more incredible results

The Strategy.

After communicating with Huskee, we came up with agame plan to improve their Google rankings.

This game plan consisted of various strategies to gain traction within search rankings, some of these are:

  • Technical SEO optimisations to the website to amend any issues that may affect the search engine rankings, such as Duplicate content from URL issues, Broken Links, Indexing issues, missing h1 tags, and much more.
  • Keyword Focus & Density optimisations to existing and new content.
  • Keyword Research & trend data analysis to determine new website content.
  • Titles & Meta Descriptions crafting for keyword optimisation and click through rate improvements.
  • The targeting of both long and short-tail keywords for both small & high volume monthly searches.
  • Website article optimisation and curating of content.

In our approach to working with real-time data, we used this to our advantage to also have a look at:

  • Competitor analysis to see where opportunities lie and current positions these competitors hold
  • The historical data of different keywords & trends

The Results / ROI.

Since we started SEO we have seen keyword rankings climb to a total of 918 keywords from a base of 136, meaning Huskee now appears in results for 782 more relevant keywords. Of these 33 are now Top 10 results and 15 in the Top 3 compared to just 4 when we started

As a result, Huskee has seen site traffic grow by 29% and sales revenue fromorganic search increase by 183%.

Overall Key Statistics from Organic Search

91K SESSIONS

62K NEW USERS

334K PAGEVIEWS

28% OF ALL SESSIONS

2:01 AVG. SESSION DURATION (MINUTES)

3.67 AVG. PAGES PER SESSION VIEWED

User acquisition by channel

IS YOUR BUSINESS LOOKING TO ACHIEVE SIMILAR GROWTH?

Let’s get going!

Digital Marketing Case Study

5 months ago | by

The Challenge.

Main Objective:

Increase the organic visibility within search results andincrease the volume of traffic visiting the website

Pain Point:

Having a small presence within search engine rankings

Hurdles:

The wedding industry is highly competitive and difficult to rank within the first page of many search terms on the Google Search Engine Platform.

Prior to joining Coast, Glam’s website was quite average in terms of ranking in Google, with just 5 keywords ranking in the top 3 & 32 ranking in the top 10

The Strategy.

After communicating with Glam Couture, we came up with a game plan to improve their Google rankings.

This game plan consisted of various strategies to gain traction within search rankings, some of these are:

  • Technical SEO optimisations to the website to amend any issues that may affect the search engine rankings, such as;duplicate content from URL issues, Broken Links, Indexing issues, missing h1 tags, and much more.
  • Keyword Focus & Density optimisations to existing and new content.
  • Keyword Research & trend data analysis to determine on-trend topics for blog articles.
  • Titles & Meta Descriptions crafting for keyword optimisation and click through rate improvements.
  • The targeting of both long and short-tail keywords for both small & high volume monthly searches.
  • Blog article optimisation and curating of content.

In our approach to working with real-time data, we used this to our advantage to also have a look at:

  • Competitor analysis to see where opportunities lie and current positions these competitors hold
  • The historical data of different keywords & trends
  • Current monthly keyword volume trends & statistics
  • The Current keyword ranking positions for glam couture’s website

The Results / ROI.

Starting in March 2018, we have seen rankings climb from a mere 5 keywords within the top 3, to 42 keywords ranking in the top 3.Additional we have seen rankings move from 32 keywords in the top 10 to 114 in the top 10. Playing our cards right meant that the volume of keywords ranked in the top 10 exceeded 1000+ searches a month

As a result, Glam has also seen site revenue increase by 213% and traffic increase by 356%.

Glam’s traffic now consists of organic search (Google) being more than 50% of her traffic,where it was once only a mere 23% before joining Coast.

The benefits of ranking better in Google reduces the need to spend large amounts of existing or new paid ad campaigns. By optimising your website for ranking in Google, your money with leave long lasting effects long after the optimisations