The JLA Challenge
JLA came to us with under-performing Pay Per Click campaigns that simply were not getting the attention they needed. They put us to the test and asked us to take over the JLA Warewashing account - our challenge was to squeeze the most conversions out of the budget, hitting CPA (cost per acquisition) targets whilst also testing the market for the launch of the new and improved JLA.com.
Within just 4 months we grew JLA Warewashing’s enquiries by 557%, using the same budget and a website with an average bounce rate of 60%. We've since rebuilt the website and tweaked it to help conversions, coupled with driving the right traffic to the site. The graph below highlights the steady progress we achieved - by employing sophisticated call tracking software, we knew exactly what was working and converting. Thanks ResponseTap!
Having proved ourselves with the PPC campaign on the Warewashing site, we then moved onto JLA.com (their main website). This was a large campaign that at first sight seemed to be performing well, but on closer inspection, we spotted massive holes in the strategy. The account was spending considerable amounts on keywords that simply were not converting. By closing these holes, we were able to really improve results whilst also reducing the budget. A win-win, demonstrated by looking at the figures:
- Conversions went up by 227%
- Click through rate went from 0.86% to 3.26%
- Cost per acquisition fell by 228%
We're now moving forward with an SEO campaign so watch this space for the results.
One of our first ever SEO clients continues to grow. Their unique niche business of removing the invasive plant Japanese Knotweed is always a challenge, because competitors fight hard for market share. Continually making sure that they rank for the most important keywords to the market, and working to improve the website's visuals and conversions, their reputation grew through 2012 - just take a look at the figures:
- Site traffic grew by 19.54%
- Bounce rate fell by 8%
- PPC traffic grew by over 60%
- JKSL has now grown to be the largest company within their market
Look out for our SEO guide to content marketing for 2013 - coming soon, following on from Rob’s Digital trends for 2013.
The Search landscape has changed a lot during 2012 which means that now more than ever it’s important to include your online marketing strategy within your new website brief, making sure that your site is ready for SEO and PPC.
For any guidance on your online marketing plan for 2013 just drop us an email - our Search Manager, Scott Evans is always happy to help new or current clients.
Written by Scott Evans