The Challenge
Already well established as a leading B2B retailer of LED bulbs, Ultraleds.co.uk we’re looking to expand their online presence via organic search and Pay Per Click. Specifically, they were looking for additional B2C customers, as well as attracting new B2B customers.
Our Approach
We audited the existing organic activity and PPC campaigns in order to create a bespoke strategy that would leverage the benefits of being able to manage both channels. Data sharing across both disciplines enabled us to maximise the ROI from organic as well as boost the ROAS from paid media. Below you can view some of the specific optimization changes we implemented.
Aligned landing page content with PPC messaging
We ensured that the best performing ad copy was also published on associated landing pages.
Improved organic rankings for PPC best sellers
Sales data from the PPC account allowed us to prioritise getting the best selling categories and products to rank well, knowing they had the highest conversion potential.
CRO improvements
A number of CRO improvements were recommended and then implemented including a checkout prompt as well as moving product info above the fold.
CTA’s used in SEO meta data
The best performing call to actions from the PPC account were used in the meta descriptions, delivering a unity of messaging when it came to the SERP’s.
Remarketed mid funnel traffic
We researched and published a number of mid funnel articles around the broad topic of LED bulbs and lighting. We then remarketed ads to the users from organic traffic which landed on this page.
Leveraged customer match
We took the CRM data to create a number of customer match campaigns, targeting various different cohorts, such as engaged non-customers, lapsed customers and frequent purchasers.
The Results
Optimising both PPC and SEO together as one facilitated a significant increase in revenue from both channels. Data sharing allowed us to identify the best-performing categories and products from each channel, which were then fed into optimisation strategies.
