The Challenge
Ultraleds.co.uk, a trusted leader in B2B LED bulb retail, wanted to grow their online presence through both organic search and Pay Per Click. They were looking to expand their customer base by attracting more B2C shoppers while still focusing on bringing in new B2B clients. Their ultimate goal was clear: increase visibility across both markets and drive more targeted traffic to their site.
Our Approach
We started by auditing the existing organic activity and PPC campaigns to develop a strategy that would make the most of managing both channels together. By sharing data between the two, we were able to maximise the ROI from organic search and boost the ROAS from paid media. Below are some of the key optimisations we made to improve performance.
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
By optimising both PPC and SEO together, we saw a noticeable boost in revenue from both channels. Sharing data between the two helped us pinpoint the best-performing categories and products, which we then used to fine-tune our optimisation strategies for even better results.
