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 PPC and CRO 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 directly within the SERPs. We also used countdown 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.
PPC Results
With just $648 in ad spend, we generated 36 conversions at an ROAS of 12.30
Nairametrics, a financial media platform, faced a major challenge when its website was hit by Japanese SEO spam and a DDOS attack. These issues coincided with Googlebot’s crawl schedule, resulting in severe damage to the site’s rankings and traffic. As a result, Nairametrics experienced significant visibility loss, dropping from millions of monthly page views to a fraction of that number.
Technical Tasks
My task was to eliminate the penalties imposed by Google, restore Nairametrics’ SEO health, and bring back its previous traffic levels (3M page views per month). This required addressing the technical SEO issues caused by the attack and improving the site’s structure and content to regain search engine trust.
Technical SEO Interventions
To achieve these goals, I executed a series of targeted interventions:
Strict Canonicalization Rules: Implemented strict canonical tags to prevent PageRank dilution and ensure that search engines only index preferred versions of the pages.
Spam URL Removal: Identified and removed spam URLs via Google Search Console to clean up the index and prevent malicious links from harming the site’s authority.
Keyword Cannibalization Fixes: Consolidated closely related pages to resolve keyword cannibalization issues, ensuring that individual pages had distinct and focused ranking signals.
Index Bloat & Internal Linking: Tackled index bloat and counteracted PageRank decay by increasing the internal link density, which helped distribute authority more effectively across important pages.
Pruning Low-Performing Pages: Removed underperforming or outdated pages to reduce unnecessary crawl demand and improve overall crawl efficiency.
Within 30 days of completing these technical fixes, Nairametrics experienced a remarkable recovery: The site regained impressions on Google News and Google Discover, leading to a daily performance of 130K page views.
Overall, traffic growth was restored, and the site began to re-establish its authority, resulting in a sustained monthly traffic of over 3M page views.
