Problem:
BIC are a local, well-trusted brand that came to ROAR challenged with improving their organic search channels. BIC lacked fundamental SEO best practices, including significant crawlability issues, technical SEO hurdles, a noticeable absence in rankings and an overall lack of fundamental best practices. A particular challenge for BIC was reaching their audience and convincing them to visit their site and convert – when BIC first came to ROAR, their click-through rate within paid advertising was lacklustre.
Solution:
Undaunted by the challenge, we transformed their website to build a strong and suitable SEO foundation, addressing on-page, off-page and technical needs. We also focussed on enhanced internal linking and crawlability to increase search engine and user understanding, boosting their organic authority whilst ensuring compliance with modern search engines and their ranking algorithms, leveraging schema markup to help them stand out against competition.
For this client, we utilised a simple campaign structure to ensure that we segmented out different services within ad groups, allowing us to maximise the data we had in the campaign. Over time, we have refined and improved our work to create a high-performing search campaign that generated results.
Throughout this campaign, we noticed that conversions and overall campaign performance dropped off when enabling the campaign after it had been paused.
Although returning the campaign to previous performance levels was challenging, we did just that.
Using tools such as SEMrush, we identified high-performing competitor ads that supported ideation around creating engaging new headlines and descriptions, which helped us improve the click-through rate (CTR) and increase conversions.
Outcome:
Thanks to our tailored strategy, this European client has achieved significant results in just six months:
- 31% increase in conversion rate in 12 months.
- 15% Google Ads click-through rate exceeding the industry standard of 3.04%.
- 4.5% click-through rate from organic search.
- Over 8000 average monthly impressions from organic search
