Digital Marketing Case Studies

Background:

Our client in the building industry wanted to increase the number of leads they were generating for their Double glazed window business. Previously having undertaken SEO with another company, this client ranked well for high volume but poor converting keywords.

The challenge was to reduce irrelevant traffic and improve traffic quality.

Objectives:

• Increase the number of leads from Adwords Traffic
• Increase the number of leads from Organic traffic

Solutions:

• Google Ads
• Keyword research On Page SEO & Off Page SEO
• Website Design

Results:

• The number of leads from AdWords increased 257%

• The number of leads from organic traffic increased 100% despite website traffic being down 27%. A decision was made to focus on lower volume but better quality keywords to improve lead quality and conversions.

Combined, the number of leads increased by 156% compared to the previous year. Because this business is seasonal, it makes sense to show a year on year comparison rather than a this month versus last month comparison.

Background:

This educational institution identified an opportunity to grow one of it’s business units.

One of the problems it faced was that the education sector had been deregulated and as a consequence a large number of registered training organisations (RTO) where starting to enter the market. As a consequence, competition had increased and a new entrant was starting to gain market share.

Our client also had a large website that was hard to navigate and also hard to find in Google. In addition, it was felt that the current website was not appealing to the target market.

Objectives:

• Understand the market and the best ways to reach the target audience which was predominantly female
• Create a new website that was more user friendly and suited to the target market

Solutions:

• Digital strategy & plan
• Created a new website designed to appeal to target audience as well as the different segments within this audience
• Google AdWords and Facebook re-marketing campaign

Client Feedback:

• Was amazed at how we made the complex simple with a new easy to navigate, consumer friendly website
• The marketing campaign is just about to kick off so we’ll update this with the actual results soon.

Background:

Having been in business for over 13 years, this bricks and mortar and eCommerce retailer already had a strong & loyal customer base.

In late 2012, we were approached to improve sales on their e-commerce website which at the time equated to only 1% of total sales.

Our task – increase traffic & sales and help improve the website’s conversion rate.

Solutions:

• Set up eCommerce tracking in Google analytics to measure campaign performance
• Established macro & micro goals and ways to measure these in Google Analytics
• Restructured the existing campaigns to make ad groups tighter and more relevant (& improve quality score)
• Ongoing optimisation & management to remove poor performing keywords & improve conversions
• Website reviews & consulting advice  to improve website performance & conversion rate

Achievements So Far…

Although its still early days, here is a quick overview of the achievements:

• Online sales have increased 156% with no increases in adspend since October last year to June this year.
• Return on Advertising Spend (ROAS) has increased 140%
• There have been signifiant improvements in quality score which has reduced the average cost per click
• Improved website conversion rate

Here’s a snapshot of the increases in revenue that occurred between February and June – an increase of 63% in sales over 5 months.

This well known online jeweller has a unique proposition – personalised hand stamped jewellery.

Having tried Google AdWords in the past with another provider with little success, they came to us to give it another go.

In reviewing the account, we could see that there was significant room for improvement. Apart from bidding on wasteful and irrelevant keywords, the costs per click were extremely high as a result of a poorly structured campaign & low quality quality score.

Objectives:

• Generate sales in the lead up to Mothers Day

Solutions:

• Set up a new Google AdWords campaign to generate sales
• Ongoing optimisation & management to remove poor performing keywords & improve conversions
• Set up goals in Google Analytics to track conversions and measure effectiveness of ad spend

Achievements In Less Than 2 months:

• Signifiant improvements in quality score leading to a reduction in cost per click from $1.74 to $0.83  & an increase in average ad position from 3.1 to 1.4 (yep the ad appeared higher up in the advertising section of search results)
• 98 conversions and 28 assisted conversions compared to none previously
• An improvement in click through rate from 1.15% to 14.98%
• An increase in conversion from 0% to 2.26%
• Better more relevant search queries

A leading online toy store that sells educational products to children approached us to manage their AdWords campaign.

Although they were already a savvy marketer well acquainted with AdWords, they lacked the time to manage Google AdWords effectively and felt that the campaign could be improved.

Objectives:

• Drive traffic to website and increase sales through August to November

Solutions:

• Optimisation of their Google AdWords account by:
  • Adding negative keywords to prevent wastage
  • Removing keywords that failed to generate revenue
  • Pausing ineffective campaigns
  • Rewriting ad copy to improve click through rate

Achievements:

• Increased online sales by 106%
• Improved e-commerce conversion rate by 79.34%
• Increased site visits by 3.77% and the number of transactions by 86.1%

Here is a snapshot of the performance of the account.

The Fair Work Ombudsman developed a series of animated videos aimed at educating teenagers about young workers rights. They called on Swoop to help promote the videos and engage their target audience.

The Challenge

• Adhere to a limited budget
• Generate awareness about young workers rights to 13-15 year olds who were hard to reach

Swoop’s Solution

• Developing a media plan with rationale to help “sell” the campaign to the executive team – media plan comprised of
• Facebook, Google Display and You Tube Advertising
• Creation of Banner Ads for Google Display & You Tube advertising campaign
• Creation of Ads & Landing Page for a Facebook Advertising campaign
• Facilitation of meeting with internal stakeholders & 3rd party suppliers
• Weekly reporting & analysis to bring together key insights about the effectiveness of the campaign
• Creation of an infographic with key findings for the Executive team

Outstanding Results

• Strong message takeout with an 80% video engagement rate
• It took less than 2 weeks for 4 videos to exceed the total number of views that 55 other videos had achieved in 2 years
• A 493% increase in views on the YouTube Channel since the campaign launch with over 220,000 views of the campaign videos during the campaign promotional period
• 29% growth in Facebook Fans & 17% increase in Twitter followers
• Overall, the campaign achieved lower cost per clicks & views than benchmark campaigns

This Melbourne awnings and blinds company decided to extend their existing installation business to sell outdoor blinds and awnings directly to residential and commercial customers.

Because their business was purely built on referrals, many of which would become competitors, it was critical to have a website that performed well and could generate enquiries.

Objectives:

• Generate leads for new business

Solutions:

• Keyword research & search engine optimisation techniques to improve visibility in search engines
• Website planning & design
• On page search engine optimisation
• Set up & optimised a Google AdWords campaign to generate leads
• Set up goals in Google Analytics to measure conversions for offline & online campaigns

Achievements:

• Ranked on Page One of the search engines for a strategic low volume but a highly profitable keyword.
• A respectable starting click-through rate of 6% – achieved by good account structure, relevant keywords & compelling ad copy
• A full sales pipeline with more than enough work to keep the business busy (and profitable)