The Solution
Keeping stakeholders informed of progress
Initially a restructure and fix of the existing account quickly led to expanding beyond PPC on Google & Bing, into complex strategies involving weather-based targeting, shopping expansion, Universal App Campaigns & Apple Search, plus Amazon ads to dominate the search landscape.
We developed bespoke automated dashboards to keep all the stakeholders and teams up to date with performance and pull in KPIs from many different sources. The reports deliver next day stats so that current and projected performance can be monitored against planned, as well as decisions made regarding budget deployment and campaign optimisation.
Managing the PPC activity for OS Leisure positioned us nicely to advise and audit the SEO performance of the website. We were given the opportunity to audit the website from a technical perspective and discovered a critical code error which had prevented meta titles and descriptions from displaying.
On correction of this error, the SERP CTR jumped up by 58%.
The Results
Growing from strength to strength
Under our management the PPC activity has gone from strength to strength, hitting record months for sales, seeing the website revenue grow by 24% year-on-year, and making a 12% improvement on ROI.
A blossoming relationship
We were then asked to look at the B2B PPC account which had been underperforming....
Since taking over the account we have improved CTR by 24% and increased follow-on actions by 85%.
We also implemented event tracking which offers insight into identifying the B2B partners who benefit the most from the referral traffic.
With our knowledge of all aspects of the OS business we subsequently provided support to the B2G (Business to Government) division. They were migrating their web platform and adopting a new CMS. It was important not to lose rankings during the move nor its links to the content hub. We offered technical SEO advice and best practice to ensure that there were no hitches when the new website went live.
Our relationship with Ordnance Survey has gone from strength to strength. Our ability to respond quickly to changing or developing strategies has given them a newfound confidence in digital marketing and the impact it can make.
