SEO and PPC
From the Client
Erica C
“Unlike some other agencies, Thrive’s specialists have always been actively engaged and there is never radio silence from them. It’s almost like they have been an extension of our team, and we could always rely on them for insight and questions that we have. We really appreciate all the insights Thrive’s team has been giving us. Thrive has been a very important part of our success. They’re going to be a very important part of your team and definitely a long-term partner. I highly recommend Thrive.” — client Erica C.
Project Overview
An ecommerce client that sells high-end juicers came to Thrive Internet Marketing Agency to help with its search engine optimization, wanting to increase visibility organically because most customers were finding the company’s juicers only through business-name searches. A few months into the SEO strategy, it also asked Thrive to help with its pay-per-click campaign.
Thrive integrated cross-channel online marketing using SEO and pay-per-click. In the pay-per-click marketing, Thrive saw great results across the whole AdWords account. The year-over-year AdWords improvements included:
- Account Spend: -46%
- Average Position on Search Engine Results Pages: +76%
- Average CPC: -4.5%
- Click-Through Rate: +138% (Search Campaigns: +449%)
- Cost-Per-Acquisition: -14% (Search Campaigns: -21%)
- Search Spend: -31%
- Overall Conversion Rate: +11% (Search Campaigns: +33%)
- Google Shopping Conversions: +72%
Father’s Day is the ecommerce business’ biggest holiday of the year. Leading up to Father’s Day, Thrive optimized its Google Shopping campaign to better utilize spend and decrease irrelevant traffic/search terms. For Father’s Day, the year-over-year improvements included:
- Conversion Rate: +39% (Search Campaigns: +43%)
- Click-Through Rate: +131% (Search Campaigns: +511%)
- Average Position: +83%
- Search Campaigns CPA: -14%
- Search Impression Share: +69% (Google Shopping Campaign: +21%; Search Campaigns: +120%)
Executing The Strategy
As part of the SEO strategy implemented, Thrive optimized the ecommerce business’ images, provided content ideas and built links for the company. Thrive reached out to several top juicing bloggers to secure important links to help it rank higher in keyword searches. Thrive also incorporated slow-juice recipes on the website to increase organic rankings as well. The efforts paid off, with Thrive helping the juicer business compete organically with ecommerce heavyweights such as Amazon, Walmart and Bed Bath & Beyond.
Thrive performed a PPC audit initially once the ecommerce business started using the service. Thrive immediately created negative keywords lists, paused overlapping/duplicate keywords, created new ad copy and corrected conversion tracking. Thrive then began improving click-through rates of ads and keyword-quality score. Thrive also optimized the “Shopping” campaigns for the juicing company, reducing wasted spend by creating priority shopping campaigns using negative keywords to control the traffic. Thrive created new ad copy in all ad groups utilizing the keyword in the headline, description line and including call-to-actions. The company’s PPC sales doubled year-over-year and its PPC ad spend reduced by 400 percent.
Thrive also created a Bing Ads account for the ecommerce business to run during the holiday season that created a big boost in revenue with a 3.1 percent conversion rate. Thrive’s Google Ads efforts for the ecommerce business saw a year-over-year increase by 81 percent in transactions, 87.4 percent increase in revenue and a 101 percent jump in click-through rate.
