BeCBD faced significant challenges in promoting its products due to restrictions on advertising platforms such as Google and Facebook, as well as limitations on creating a Google My Business (GMB) profile. These restrictions were primarily due to the sensitive nature of the CBD product category, which posed hurdles in reaching potential customers through conventional marketing channels.
Solution
To overcome these obstacles, we devised a strategic approach focusing on content optimization and leveraging Frequently Asked Questions (FAQs) to enhance visibility and relevance. Our team implemented BERT (Bidirectional Encoder Representations from Transformers) score optimized content for both the product and blog pages on Be CBD’s website. Additionally, we strategically utilized FAQs to populate category pages, aiming to address common queries and align with target keywords.
Result
Through our concerted efforts, BeCBD experienced remarkable growth within a span of just six months. The optimized content and strategic FAQ integration resulted in a significant surge in website traffic, quadrupling the initial figures. This surge in traffic translated into tangible results, with Be CBD generating an impressive $12,000 in CBD product sales. The success of this approach not only showcased the effectiveness of content optimization strategies but also underscored the importance of leveraging FAQs to enhance relevance and visibility in a competitive market landscape.
Challenge: The Apex Surety, a provider of Commercial Surety Bonds, was struggling to expand its clientele among businesses seeking surety guarantees for high cost projects. Their existing PPC campaigns were underperforming, resulting in a high cost per lead.
Strategy
We executed a data-driven PPC strategy to maximize lead generation within a defined budget. Our approach involved Google Ads and targeted display campaigns. To pinpoint the most promising leads, we employed advanced audience segmentation:
Keyword Optimization: We optimized keyword targeting to focus on long-tail keywords relevant to the financial advisory services offered by the client.
Custom Audiences: We used Google Tag Manager to create custom retargeting audiences based on user actions such as prolonged dwell time on financial advisory articles, form interactions, and specific page visits.
LinkedIn Engagement: We utilized LinkedIn Ads to target decision-makers in across industries of Interest. Custom audiences were created based on job titles, industry, and seniority.
A/B Testing: We continually conducted A/B tests to refine ad copy and landing page design, ensuring maximum conversion rates.
Results
The results were remarkable. The CPC decreased to $1.74 per click, and the conversion rate for surety applications surged by 37%. This not only reduced the cost per conversion to $4.60 but also increased the quality of leads received by the Surety Firm
Prairie Trail Physio was looking to increase their online visibility and patient bookings.
Problem
The clinic struggled to attract new patients through their website. The cost per clicks were high and the cost per conversion metrics was trending below the profitability threshold since a 1 hour session was priced at $125
Strategy
Our PPC strategy for Prairie Physio included
Identifying relevant keywords related to physiotherapy services and local searches.
Crafting engaging ad copy highlighting the clinic’s experienced physiotherapists and personalized treatment plans.
Implementing ad extensions to display contact information and patient testimonials.
Utilizing local targeting to focus on potential patients in their service area.
Results
Over the course of the campaign, we achieved substantial improvements:
A 79% decrease in cost per booked appointment and paying patient
Achieved a 24.45% conversion rate
The clinic was able to fast track its growth by expanding its service catalog and staff strength
Myuz Artistry wanted a return on Ad spend that’s greater than 5.0
Solution
I identified 55 related websites which were used to build out custom intent audiences to guide the shopping campaigns
We used feed rules in Merchant center to adjust product titles, embed GTINs, and setup granular google product category identifiers across the main and supplementary feeds, to help them better align with the major search terms for the site’s products)
Result
Between January and May 2023, we achieved 583 conversions at an ROAS of 12.35
Organic Tea* needed more US traffic, high intent visitors and a high ecommerce conversion rate in order to scale their business
Issues Found
A technical audit revealed an issue with the site’s crawl budget rank which had caused many products and blog pages to linger for weeks without getting indexed. There were also lots of conflicting canonical settings and faceted navigation URLs that were indexed and cannibalizing traffic from pillar pages
Solution
We developed a python script that can be used to achieve bulk indexation via Search console’s indexing API, while at the same time streamlining the canonical directives in favor of the money pages
Result
After bulk indexing requests, the previous investment into the site’s copy started paying off resulting in a steady incline in impression and click trends
The client was City Looks, a boutique specializing in medical-grade wigs for cancer patients. The client aimed to boost online sales and raise awareness about their products.
Problem: The client’s website was not getting sufficient traffic, the product had a narrow, niche market, and the target keywords had a high potential for irrelevant traffic i.e. (Lots of irrelevant traffic for fashion-oriented wig buyers had been recorded even though ideal customer would need a special wig for cancer or alopecia conditions). This was the core of the client’s challenge
Strategy
We developed a comprehensive PPC strategy that included:
Using the data from past buyers, along with website events to create a audience cohorts that were exposed to ads that overlapped with their position in the funnel.
Conducted VOC research and mined product reviews to find all customer lingo associated medical-grade wigs, cancer patient support, and hair loss solutions.
Utilized ad extensions (Price & Call out extensions) to provide additional information about product type and use case so as to weed out irrelevant clicks
Implemented a geotargeting approach to focus on areas with higher demand for cancer patient support products.
Results
Within the campaign period, we achieved remarkable results leading to
A 120% increase in lead quality associated with website traffic and product sales
Overview: The Client was a Men’s Urology Clinic in Canada that offers Prostate treatments, Vasectomies and caters to Male Sexual health issues
Problem: The client was unable to run ads due to health policy restrictions. This was an issue that made it difficult for the client to scale their ad performance because Google did not approve of the terms on treatment pages of the site
Solution
I decided to run click to call ads to bypass the restrictions that derived from the restricted health terms present on the landing page.
I also decided to create new landing pages that could bypass Google’s policy restrictions. To achieve this I scraped off all words and replaced them with images so that the words will be embedded in an image, thus making it inaccessible to Google’s HTML crawlers. i.e. I created Image-only landing pages so as to avoid the text form of restricted terminology (which could have led to a suspension of the ads and the entire account) e.g. “Penile Enhancement”
Impact and Results
The new Landing pages passed the policy restrictions, thus allowing the previously disapproved ads to run. The result was a spike in lead volume from 9 leads and a $105 cost per conversion in March to 61 leads at a $30 cost per conversion in April. In summary, within 30 days, we were able to
Reduce the cost per click (CPC) by 96.19%
Achieve a 577.78% increase in the number of patients scheduling appointments through the website.
Kern Hill wanted to sell high ticket furniture products from their Online store. However the prices were on the high side and due to buying inertia, their online store was not generating sales at the desired level, leading to vast wastages across their marketing funnel
The Intervention
To improve conversion rates, I introduced a Buy Now – Pay Later integration which helped to reduce the buying inertia and consideration time before a purchase
On the PPC side, I ran two main campaign types
Search Ads To Past Site Visitors (Non-Converters) + A Prospective Campaign: For Search ads, I used pricing and promo extensions to display discounts and offers right within the serps. We also used count down insertions to create a sense of urgency around these search campaigns especially for clearance items
Performance Max To Utilize Google’s Remarketing Capabilities Across Shopping Surfaces: We then created 25 feed-only performance max campaigns comprised of single product ad groups (S.P.A.G.S), while ensuring that the feed was optimized with granular precision i.e. Reviews, ratings, google product categories, stock quantifies, promos, and search query aligned title modifications were all aspects of the feed optimization process.
Results
With just $648 in ad spend, we generated 36 conversions at an ROAS of 12.30