The Solution
Working closely with the client, we carried out keyword research for their ads to ensure that they were being optimized to display to the right people. We then reviewed their landing pages to make sure that they were optimized correctly and the user experience was fluent.

Once this was carried out, we built the ads and monitored them daily to make small alterations where needed. This included reviewing search terms and marking any irrelevant terms as negative keywords. We also monitored the recommendations section to make sure we were following Google’s recommendations. The recommendations helped us identify clashing negative keywords and where we needed to change keywords from broad to exact or phrase match.

The Result
As a result of working with Smash Marketing, the client's Ads are experiencing excellent results, this includes:

Significant increases in the amount of conversions received.

In 2019, they averaged 4.8 conversions per month across their ads. In September 2020 alone, they received over 30 conversions from their ads. Paid search is now responsible for over 29% of their conversions.

Significant reductions in the cost per conversion.

In addition, their previous cost per conversion sat at over £99. As a result of working with us, this cost has almost quartered; reducing to (as it stands) under £20 per conversion made.

A huge return on ad spend.

Most excitingly, this client experienced huge returns on ad spend – totalling over £8,400 in revenue from £585 ad spend in September alone, which equates to a return of over 1400%.

The Solution
We began with a full SEO audit and developed a strategy that included several ‘white hat’ SEO activities including keyword research, link building and directories, copy writing and website auditing. We worked in partnership with a web developer who were responsible for technical work on the site and updating/upgrading as necessary.

The client already had 8 key phrases that were a priority to rank for; we allocated these to relevant pages and carried out further keyword research to ascertain semantic and related words and also key phrases for other pages that were not yet ranking well.

The site was also lacking in content, with many of the key pages only having a few sentences. We wrote long-form quality copy, initially for the priority pages and later for other pages that were related to keywords with high search traffic.

Other SEO work carried out included link building and regular backlink audits, not only to gain links to their site, but also link out to other trusted, relevant sites. Regular backlink audits ensured that toxic backlinks were disavowed from their website, in order to prevent them affecting search rankings.

The Result
The client's share of UK web traffic against its main competitors has increased from 29% to 44%, and 6 of their 8 main keywords are in No 1 position.

In addition, 89 of their keywords are within the top 3 positions of Google searches, and 128 keywords are on page 1 of Google search results.