SEO and PPC Case StudySEO and PPC Case StudySEO and PPC Case Study

The Situation

Kerching came to theEword in August 2008 with a brief to build a naturally well-rounded search campaign which would:

  • Deliver content-rich landing pages designed to rank well organically for key search terms as well as providing a high quality score for the paid search campaign.
  • Reduce pay per click spend on expensive keywords
  • Use PPC strategically to drive increases in sign-ups and players

The Solution

Landing Pages

One strategy we employed, which complemented our exhaustive link-building campaign, was the creation of new, content-heavy landing pages. These were attractive, unique, rich in keywords and valuable to both visitors and search engines alike.

In addition to being fundamentally sound from an SEO perspective, the pages provided a clear path to conversion/sign-up, which would later serve to increase conversion rate for the competitive generic keywords driving traffic to the pages.

Pay Per Click

We created a PPC campaign strategy which helped ensure the client's budget was spent effectively by researching which keywords had low SEO rankings and high conversion probability. This ensured that PPC drove more users/sign-ups and did not cannibalise other channels through which conversions would have been captured without paid advertising.

This approach not only delivered an intelligent budget balance between the SEO and PPC campaigns but also maximised the ROI of Kerching's online marketing spend by ensuring synergy between the two channels.

The Results

The improvement in natural rankings for competitive generic search terms meant that Kerching was able to spend less on pay per click for these keywords - allowing for a redistribution of budget to focus and deliver gains in areas where performance could be improved.

Key statistics:

  • Cost per acquisition reduced by 60% in 12 months
  • PPC spend on casino keywords reduced by 48%
  • We delivered 508% more natural traffic to the Kerching site
  • Page one positions up by 328%
  • Paid search conversion rates increased by 811%

Twitter has 8m UK mobile users Tuesday 15th of May, 2012by Liane BaddeleyTwitter now has 10m UK users - and 80 per cent of them opt for mobile access.

Half of Britons own a smartphone Wednesday 16th of May, 2012by Richard FrostA study from Google shows that 51 per cent of the UK now has a smartphone.

Google launches Knowledge Graph Thursday 17th of May, 2012by Liane BaddeleyGoogle's new search results system will highlight the details users most want to see.