He had previously worked briefly with a couple of freelancers who had helped by creating a single-page business website that contained a pitch for new customers, a contact form to receive enquiries and a simple Google Ads campaign targeting anyone searching for worktops.
Growth hadn’t been forthcoming, and for such an ambitious founder, this was a difficult pill to swallow.
To understand how the business interacted with users online, we installed Google Analytics. These tools provide real-time access to how users viewed and interacted with the existing single-page business website and how many submitted enquiries or called the owner.
Additionally, hopping into Google Ads and exporting this information into Google Data Studio provided a glimpse into the performance of the Campaigns to date.
After reviewing the metrics with the founder, it became clear what challenges we had to overcome to meet some very aggressive growth targets for the business.
Modern, intuitive design that converts all traffic - Organic and Paid.
The website went from a single page to more than 100 - The majority of these pages were product related and ranked extremely high due to their narrow focus. Each page also contained various contact methods for making and establishing contact with the business simple.
With the Google Ads Campaign, it was more efficient to create a new campaign rather than optimise the previous one. Within Google Ads, a tool called ‘Keyword Performance Planner’ allows you to review keywords for their potential performance. Performing our review with the in-built keyword tool, we earmarked a dozen keywords for use in our campaign - due to a limited click budget, we couldn’t use too many keywords. Using too many keywords would spread our budget too thinly and wouldn’t give us the data we need to optimise the campaign further.
Instead, we chose the most relevant and performant keywords and then built a campaign using a new structure type called ‘STAG’ or Single Theme Ad Groups. This structure enabled us to use fewer keywords in our campaign but lean on Google’s AI to seek out different keywords that are just as performant as the ones we selected.