An established sustainable takeaway packaging business was previously driving websites conversions through direct traffic and brand awareness but failing to capture new customers through PPC ads. After launching an eCommerce store, this client came onboard with Thinkplus looking to quickly increase revenue and lead volume through paid traffic.

2. Objective

As with any PPC campaign, we were keen to establish Google PPC as a profitable source of traffic as quickly as possible. The business has a clear focus on sustainability and environmentalism, so we knew that this would be an important component of the campaign and that they were well-placed to capitalise on the sustainability trend that has been picking up more and more momentum as we become more responsible for and conscious about our impact on the environment.

3. Strategy

While the website is eCommerce, we felt that there would be a fairly significant lead generation component as well. This turned out to be correct, with some of the business’s traffic preferring to talk to someone before placing a large order. We immediately identified an opportunity to use both text search ads and Google Shopping ads to target the visitors who knew exactly what they wanted and just needed to buy as well as those who needed a bit more advice before going forward.

Our first step was to identify the keywords and search queries potential customers were using to find the sort of products this sustainable takeaway packaging provider sells. We analysed popular terms and their viability, prioritising them according to our own criteria to maximise both commercial intent and the visitor’s relevance, given the specific focus on sustainability.

We set up the Shopping and Search campaigns and began driving traffic to the website. We also opted to run a branded campaign targeting the company’s name. This isn’t always part of our strategy, but we felt that it was necessary in this case, as the brand name also matches one of their primary keywords and would be heavily targeted by competitors.

4. Package

We spent a month researching and setting up the campaigns before going live as part of a six-Actions per month campaign in October 2018.

5. Results

We were keen to start driving traffic as soon as possible and improve the ROI of the campaign by targeting the keywords that were performing the strongest. Just two months after the Shopping campaign went live, Paid Search accounted for 38% of total traffic to the website and contributed 85% of total eCommerce revenue.

The website’s overall bounce rate also decreased by 57.26% compared to the previous year, showing that the traffic coming from the ads was very relevant.

By religiously hunting through search query reports, adding negative keywords and fine-tuning the product feed, we were able to significantly increase the conversion rate from PPC traffic, resulting in more sales for the same amount of traffic (and cost).

It became clear that the Google Shopping campaign we set up was the best use of the ad budget to deliver a high ROI, converting a whopping 15.35% of visitors.

The Shopping campaign, together with the Brand campaign, brought not only a 432.77% return on ad spend after less than a year of going live, but they have also shown the true value of a multi-channel approach to delivering conversions.

In fact, the Paid Search channel didn’t just see growth; it also helped boost conversions via other channels. In the table below, we can see the impact of our Paid Search campaigns on assisted conversions — conversions that began as a visit via a PPC ad but actually took place via another channel.

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An established sustainable takeaway packaging business was previously driving websites conversions through direct traffic and brand awareness but failing to capture the organic search market. Launching an eCommerce store, this client came onboard with Thinkplus looking to secure higher levels of sales through organic search to ensure a stable and reliable source of long-term revenue.

2. Objective

Our objective was to secure Takeaway Packaging more leads through a high-consumer-impact campaign. The Thinkplus team was tasked with developing a digital marketing strategy to improve search engine rankings and attract new organic and qualified customers to the business’s eCommerce store. However, the goal was not simply to rank this website well but also ensure a strong representation of brand voice and ideals — specifically, its commitment to sustainability and environmentalism.

3. Strategy

In order to meet our objective, which was primarily to reach targeted consumers who were looking for both quality services and sustainable products, we had to develop a strategy that put optimised content in front of the right Google user. This meant employing a variety of different optimisation techniques to create a comprehensive user-focused campaign.

Our first step was to identify the keywords and search queries organic customers were using to find related products. We conducted an analysis of popular terms and their viability for our client, establishing which best served their needs when it came to both commercial intent and consumer targeting.

Once we had our keywords, we started to revise the copy of the client’s landing pages. In doing so, we were not only able to provide keyword-targeted content that would support Google’s understanding of our client’s offering but also engage with the audience once they were on the website and improve the chance of converting. We achieved the latter by injecting brand voice and story into on-page content, as well as optimising calls to action to point to enticing and commercial sales copy. We provided further on-site support to drive up organic search acquisition by optimising title tags and meta descriptions and carried out a technical website audit, which allowed us to perform essential updates and fix internal issues that were negatively impacting search visibility.

While on-site efforts would be key to increasing traffic, off-site content would also have an important role to play in creating a complete and comprehensive strategy to ensure the strongest results. Our primary focus was on the acquisition of backlinks, which would help boost this sustainable packaging client’s online authority and drive up keyword visibility as a result. We did this by submitting business information to industry-relevant online directories and search portals and publishing guest post articles to highly targeted and authoritative websites within the sustainability and lifestyle niches.

The implementation of both these backlink strategies allowed us to not only raise Takeaway Packaging’s authority by increasing the volume of referring domains pointing towards their website but also secure enhanced visibility for eco-friendly and sustainability-related keywords. The end result of our link-building campaign would mean better ranking for the right terms that would engage an audience was is more likely to buy.

4. Package

We started work in September 2018 on 6 Actions per month, split between SEO, Content Marketing and PPC (Google Search and Shopping). The focus on each area has evolved as the campaign progressed, with the Account Manager and campaign teams meeting each month to decide what the priorities are.

Whilst this market isn’t as competitive as some, we were targeting nationwide so needed to be as efficient as possible with our work given the smaller package size.

5. Results

Ready?

The number of keywords the site ranked for increased 7.8X during the first year we implemented the SEO and Content Marketing strategy.

Organic visibility in the UK increased 8.86X.

And total organic traffic grew 361%, with monster accompanying increases in conversions:

This new organic traffic is highly qualified, too. Conversion rate from organic traffic is just shy of 8%, and monthly eCommerce conversions from organic traffic have increased 811% YoY.

Whilst year 1 results have been fantastic, there is still plenty of growth to be had and we’re looking forward to tucking in!

Implementing our comprehensive digital marketing campaign led to significant improvements over a period of just nine months. Through our strategy, we saw a 478% increase in organic visibility, achieving improved rankings for 20 targeted and competitive keywords.

Because our strategy of improving organic traffic involved optimising on-site content and increasing website authority, our new-found customer visibility was not only impressive but also sustainable. Through continued content marketing and Search Engine Optimisation (SEO) work, projections are that the client is set to increase search engine rankings and, therefore, organic visitor numbers further, as there is still room for improvement despite massive growth.

It is worth noting that organic traffic alone does not create a reliable source of revenue. However, because our campaign was devoted to attracting the right kind of customer and not just boosting traffic numbers, this client has been able to access a high-converting organic market, with traffic from search converting at a staggeringly high 11.1%.

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