Digital StrategyTechnical SEOAudience SegmentationInfluencer IdentificationLink Profile AuditingExpert ArticlesInfographicsBlog PostsResource ArticlesEditorial PlanningNative AdvertisingSocial Media DistributionPaid SearchPaid SocialGoogle Shopping
Vet Medic came to Inside Online because they wanted to gain market share. Their paid media activities were lacking growth and they were struggling to generate much impact from their organic marketing channels.
The client wanted quick results in terms of revenue and ROI from their paid activities – they needed to start dominating the search landscape. This needed to be backed-up by a longer term strategy which would focus on organic visibility and connecting the brand with their audience.
Data analysis and insight showed us the potential of the Vet-Medic website on the search market place. A complete PPC rebuild and continuous optimisations expanded coverage across vet pharmaceutical brands, would maximise exposure and CTRs. Paid Search best practice ensured best possible CPC’s.
Technical and content auditing processes identified severe onsite issues and content gaps, coupled with a lack of engagement from the peerage network around it. Over a period of time, Inside Online optimised indexation and accessibility, improved the content throughout the site and put a number of audience focused campaigns into place.
The PPC performance has seen growth in spend of over 500% in the space of 3 years. This growth has come without increasing cost per click and cost per sale has actually reduced. Campaign optimisation has seen a 368% increase in CTR which has contributed to better positions and low CPCs whilst overall performance has seen a 528% increase in sales and 385% increase in revenue.
SEO activities have seen 967% visibility increase and 97% increase in organic sessions. Content Marketing activities have contributed to the above organic results by generating engagement from high quality websites and the social sphere.
Adwords account auditing highlighted the quick, medium and long term wins from campaign optimisation. Competitor and market research identified gaps in the market place which we could capitalise on immediately for Vet Medic. Over the course of the following 3 years a consistent program of maintenance and expansion of the paid search campaign led to the ongoing performance improvements cited above.
Technical SEO auditing highlighted numerous recommendations that were broken down into low, medium and high priorities allowing the client to schedule development accordingly. Keyword research and content auditing highlighted a lack of content throughout the category and sub category structure resulting in an on-going intent led content campaign. Competitor research suggested that one of the reasons for poor organic performance was a lack of social or link interaction from relevant audience.
The immediate priority for the content campaign was generation of tens of thousands of words of intent led content for key brand and product pages. Consideration had to be given to the user experience ensuring we please both the search engine crawlers while not negatively affecting the conversion rates. To try and engage customers more, the decision was made to be selfless and generate audience focused content to help improve brand interactions.
Infographics were designed that pet-lovers could engage with and resource articles were created that the audience would genuinely find useful. Once produced the promotion of these assets led to conversations and content collaborations with a number of key influencers within the marketplace.
Much of the work around the paid search account was focused on optimising for the lowest possible CPC’ and the highest conversion rates. Particular emphasis was placed on optimising the PLA campaign and using this data to help drive expansions within the search campaign. As the market evolved there was a movement towards re-targeting, demographic targeting and behavioral targeting in order to achieve a greater reach on the target audience.
The audience focused content required its own strategy. Content amplification via paid, earned and owned media channels led to over 10,000 shares on some pieces of content and resource articles with high volumes of natural quality links that generate substantial SEO value. The content remains an evergreen resource for Vet Medic, consistently providing audience reach and search engine signals for the brand online.
The combined campaigns over the 3-year period demonstrated triple digit growth in traffic, sales and revenue.
Overall, this structure allowed us to promote healthy growth across the account, with significant increases in sales and return on investment, within the first six months.