The Challenge
Money Expert were looking for a new agency partner to manage both their paid and organic search channels. As a leading financial comparison site, they operate in a challenging niche and are up against many well-established competitor sites, some of which are publicly traded businesses.
Our Approach
We created a strategy based around promoting the most commercially important categories via PPC, content creation and Digital PR. This ensured that the activity was aligned across all channels and that the output matched what the business was trying to achieve in specific areas.
Unified Campaign
Integrated the wider business goals with PPC & Digital PR strategy in order to create a unified campaign around specific products.
Data Sharing
Leveraged data from both paid and organic channels in order to maximise overall campaign performance.
Team Integration
Appointed one team member to lead the account and ensure both the Paid, SEO and PR teams were all working in tandem whilst working on the account.
Content Creation
Created new and optimised existing mid-finnel blog content in order to feed the remarketing lists for the paid channels, reaching users further up the conversion journey.
Content Audit
Reviewed and improved landing pages used for both PPC and SEO, driving higher rankings as well as conversions.
Aligned Activities
Ensured paid, organic and PR activities were aligned towards wider commercial and business goals.
The Results
We oversaw a significant reduction in the CPA from PPC activity as well as increasing the number of conversions. Making the campaign more efficient allowed us to reallocate click-spend into new categories and product areas that the business wanted to target.
Our on-page tech changes, content additions, and link-building efforts also culminated in a substantial rise in organic traffic and rankings.
