Strategic Success – Launch a New Brand

September 11, 2019

Australian Locum Medical Service (ALMS), a division of Sonic Healthcare, approached Swoop Digital to help them launch a new brand after a decision had been made to merge 4 existing brands into one new brand.

The four brands, operating throughout Victoria, NSW, QLD and WA, had operated successfully but had the message was diluted and there was low brand recognition nationally.

The Challenge

Develop a strategy to transition 4 brands into one new one, launch the new brand while maintaining existing customer base and website traffic.

Swoop’s Solutions

Designed and developed a new website that reflected DoctorDoctors’ new messaging and branding.

SEO & Google Ads Strategy aimed at merging the 4 websites into one with no loss of traffic or business.
Developed a strategy to direct existing patients to register their details on a new App developed for the national brand – this helped to maintain contact with the existing client base.
Set up measurement protocols to measure marketing objectives.

Outstanding Results

The following results were achieved:

Successfully developed & launched new website with no loss of organic traffic or paid from the brand changeover.

Successful transition to the new brand while winding down the existing websites.
DoctorDoctor is now a leading provider nationally for after hours locum care

Customer Testimonial

We approached Swoop Digital to help combine our 4 brands into 1, develop our new website and to assist in combatting the launch of a new competitor in our market.
They clearly understood our requirements, our industry and our business, applying smart digital tactics that has lead to growth across several areas of our business. The Swoop team have become valued partners
in our business, combining business focused digital expertise with a friendly, responsive and approachable manner that I am confident will continue to deliver results for our business for many years to come.”
Nic Richardson, General Manager,
DoctorDoctor

Social Media: 140% Increase in Leads in 30 Days

August 29, 2019

A client was running Facebook ads with another agency but had no idea if their social marketing was actually working.

In reviewing their account, the advertising objectives and lack of tracking meant that the campaigns were ineffective and impossible to measure. In addition, the target audiences were too broad and out of sync with the client’s ideal customer profile.

Swoop’s Solution

Set up conversion tracking in Facebook.
Changed the Facebook ads strategy to focus on 3 different objectives.
Set up more specific audience targeting and messages to match the target audience.
Implemented a social media strategy and posting schedule to grow Facebook and Instagram fan base.

Outstanding Results

We achieved the following results:

After 1 month of working with us, the Cost Per Click (CPC) decreased from $1.47 to 0.70c, and the number conversions increased from 0 to 30.
The following month, conversions increased 140% & Click Through Rate (CTR) increased from 1.03% to 2.72%.
Page engagement increased fivefold.
The clients are now also able to measure what channel each lead came from & how the lead has translated into a sale.

But we never get complacent with clients. The results continue 2 years later:

The social campaigns now consistently deliver leads.
CPC and CTR are still similar to what it was 2 years ago despite rising ad costs from increased ad competition.
The quality and quantity of traffic to the website from social media has significantly improved.
The Facebook fan base has more than doubled and the Instagram fan base (which started off at zero) has nearly caught up to Facebooks.

SEO Success – 4 Brands Merged into 1

June 5, 2019

Sonic Healthcare’s brand, DoctorDoctor, approached Swoop Digital to help them launch their new brand & develop their website – effectively merging 4 existing brands and relaunching as 1 new brand.

Updating a website, let alone combining multiple brands & websites into one is a critical issue for many businesses. If poorly handled, there is a risk that a business will lose sales. So the process needs to be managed carefully.

Swoop’s Solutions

Designed and developed a new website that reflected DoctorDoctors’ new branding.
Analysed all websites and mapped old URLs to the new website.
Managed the process of redirecting all links to the new website.

Outstanding Results

The following results were achieved:

Successfully developed & launched new website with no loss of organic traffic from the brand changeover.
Measurement protocols put in place so marketing objectives could be effectively measured.

Customer Testimonial

“We approached Swoop Digital to help combine our 4 brands into 1, develop our new website and to assist in combatting the launch of a new competitor in our market.

They clearly understood our requirements, our industry and our business, applying smart digital tactics that has lead to growth across several areas of our business. The Swoop team have become valued partners

in our business, combining business focussed digital expertise with a friendly, responsive and approachable manner that I am confident will continue to deliver results for our business for many years to come.”

Nic Richardson, General Manager,

DoctorDoctor

Retail: Reduced Budget, Tripled Revenue & Reduced CPA by 56%

August 29, 2018

Crumpler approached Swoop Digital to improve the performance and Return on Investment (ROI) of their Google Ads campaign.

The Challenge

Swoop needed to quickly improve the ROI as revenue was less than half of what had been invested

Swoop’s Solution

Set up brand new campaigns
Added new keywords with different match types
Negative keywords were added to prevent irrelevant queries
Ad copy was changed and ad extensions were added

Outstanding Results

After one month, we achieved the following results:
56% decrease in Ad Spend
52% decrease in Cost per Acquisition
113% increase in Conversion Rate
Turned a campaign from being unprofitable to profitable
All while achieving a similar number of conversions

B2B Retail: 82% Conversion Increase in 1 Month

August 29, 2018

Operating in the B2B space, selling products to stylists, graphic designers and interior designers, our client approached us to help improve their Google Ads campaign.

The Challenge

Swoop needed to repair the Google Analytics account and address the large number of irrelevant search queries
Increase profits

Swoop’s Solution

Set up brand new campaigns
Added new keywords with different match types
Negative keywords were added to prevent irrelevant queries
Ad copy was changed and ad extensions were added

Outstanding Results
After one month, we achieved the following results:

82.6% increase in Conversions
47.7% decrease in Cost per Conversion
134.9% increase in Click Through Rate
83.4% increase in Conversion Rate
4.7% decrease in Ad Spend

Not-for-profit: Google Grants Account Rescued in 12 Days

August 29, 2018

To prevent Anglicare’s Google Grant account from being terminated, we needed to increase the click through rate to 5% in just 12 days in order to comply with Google’s Terms and Conditions.

The Challenge

Increase click through rate from 3% to 5% in 12 days
Achieve at least a 5% CTR for two consecutive months

Swoop’s Solution

Rebuilt the campaign
Added new keywords
Added negative keywords to prevent ads from showing for irrelevant terms.
Re-wrote ad copy and added ad extensions to help give ads more real estate
Put conversion tracking in place to evaluate performance
Adjusted bidding strategies to generate more impressions

Outstanding Results

Increased CTR from 3.34% to 16.86%
Retained access to the Google Grants program

eCommerce Sensation: $120K to $2m

August 29, 2018

This eCommerce store approached Swoop Digital to improve performance of their Google Ads campaign.

The Challenge

Improve performance of AdWords to meet business objectives
Implement conversion tracking to accurately measure and optimise the campaign

Swoop’s Solution

Added conversion tracking to measure sales performance
Reconfigured goals in Google Analytics
Restructured the AdWords campaign to optimise performance
Regular optimisation of the AdWords campaign
Ran campaign experiments to test different bidding strategies

Outstanding Results

A 66% decrease in the cost per conversion
946% increase in conversions
The business grew from generating $120,000 in annual revenue to generating $2m in annual revenue over 2.5 years

Property Marketing: More Leads, Less Cost

June 15, 2017

At the time of Swoop’s commencement, cost per lead was sitting around $115-$122. The client did not have control over their landing pages or Google Analytics account.

The Challenge:

Obtain at least 200 leads a month
Achieve a cost per acquisition of $80 per lead (40% lower cost)
Measure performance by channel

Swoop’s Solution

Optimised Google Adwords Search ↦ Display campaign
Introduction to Instagram and testing of Ad campaign
Reconfigured goals in Google Analytics
Connected landing page forms so leads were delivered straight to the CRM

Outstanding Results

Swoop immediately achieved a cost per lead of $87.45, quickly dropping to just under $70 and then to $62 within 6 months.
Instead of spending $16,000 to get 130 leads, they spent just a little over $13,000 to get 212 leads – an extra 82 leads for $3,000 less.

511% Increase in eCommerce Sales in Four Months

November 17, 2013

Background:

This e-commerce store had been using Google Ads but was unable to attribute where their sales were coming from. Therefore they did not know if it was working for them or not.

They had previously used another company to manage their Google Ads campaigns however did not get a return on investment from their campaign and therefore decided to manage the Ads themselves.

Of immediate need was to increase e-commerce sales against a backdrop of heavy competitor activity from much larger e-commerce retailers like ASOS, Target and Bonds.

One of their biggest competitors, typically sold similar products at cheaper prices and had a much larger advertising budget.

The challenge was more difficult given that e-commerce sales and conversions were not recording correctly in Google Analytics so there was no history to improve the campaign immediately.

Objectives:

Increase e-commerce sales
Understand what marketing activities was driving sales

Solutions:

Set up and manage a Google AdWords campaign
Implement Google analytics so it correctly recorded sales conversions
Work with the clients web developer who used their own proprietary eCommerce platform to install Google Tag Manager so client had more control over back end of website

Results:

Revenue increased 511% from June 2013 to Sept 2013

The cost per click decreased 9% from June 2013 to Sept 2013

The cost of the campaign was relatively stable with the exception of August where spend increased slightly.

The case study highlights the importance of having good tracking metrics in place to help improve campaign performance.

Additionally, the absence of data means that it can take 3-4 months to really improve a campaign as we need to figure out what is working.