Codedesign

• Increase organic traffic and online visibility.
• Increase website engagement.
• Rank on Google top 3 for healthy food and food recipes.
• Prepare the cooking website for Christmas season and surge in holiday traffic.
• Design and produce a monthly report to track measurable results that can be easily read by different departments/ collaborators of Nestlé with no digital marketing experience/expertise.

What we did 

Align Saboreiaavida with a “healthy eating” and “well-being” rhetoric, and expand within these content lines by adding new topics & themes. Climb /Cozinhar to Google’s top 3 for “food recipes” to increase cross-selling for Nestlé products. We began our strategy six months in advance in order to index and capture Christmas related search queries.

With these guidelines in mind, we focused on applying a content strategy based on producing long, unique, and valuable content with search volume support. The website audiences were not analyzed to avoid the narrow effect of audience segmentation. Both websites are intended for the public, with simple and clear articles that can be read by everyone.

Optimization techniques

• Define a content strategy highlighting the best Keywords for the lines of content where Nestle would like to stand out (“healthy eating” and “wellbeing”) to increase ranking and online visibility.
• Expand to new lines of content in accordance with Nestle’s marketing strategy. Based on traffic its growing trend, we suggested: “Healthy recipes” for SAV.
• Suggest new recipes based on search volume for /Cozinhar and content hierarchy was created to define and organize production of /Cozinhar video recipes, prioritizing recipes with the highest search volume.
• On-page optimization and architectural changes.
• Mobile speed optimization and compression enabling.

The Keyword optimized content strategy resulted in an 84% increase in Organic traffic alone.

Improved engagement was supported by simple metrics like the increased Average Time on Site, Pages/Session, and reduced Bounce Rate.

• 36% Increase in Sessions.
• 55.7% CTR decrease.
• More than 80% increase in returning users.
• 125% increase in Remarketing opportunities.
• 6% Average Conversion Rate.

Tyrrells is a growing Residential & Commercial Property Inspections company from Sydney, Australia. Operating in such a competitive market, Tyrrells experienced a plateau in their online conversions and digital marketing efforts.

The challenge was to build a strategic paid search strategy that was effective at generated leads while combatting the high CPC for keywords in Australia.

• Establish an objective of 10% increase in leads on a month to month basis.
• Create lead generation landing pages for use in the campaign. A/B test all landing pages with Google Optimize.
• Create multiple ad formats and copies to test different messaging. Each ad communicated a clear benefit.
• Each keyword in an ad group coincided with one single landing page. This proved to be a far more effective strategy than implementing dynamic insertion on landing pages because dynamic ads tend to reduce quality score.
• Implement a variety of keywords, including less direct search terms with lower CPC’s in order to maximize the campaign budget.
• Strategy iterations on a monthly basis. Continually test new keywords, pause underperforming ads, add more ad formats, use display keyword targeting nd display in-market to optimize campaign performance.

Results were assessed after a 9-month campaign period (January to October).

The campaign successfully achieved the objective of a 10% increase in leads M/M.

Not only were the conversion goals met, but the client’s CPA was reduced by 9% in the process.

• 77.84% more conversion in month 9 than month 1
• Cost Per Acquisition Decrease of 9.3%
• Average Conversion Rate increase of 2.39%
• Average CPC 50% less than industry average
• Sustainable new business growth for client

In order to achieve better results in Chicco’s e-commerce store, it was necessary to make sure that potential customers were being exposed to the brand and its products. For that to happen, Chicco needed to be present on the first pages when users searched for Baby and Child-specific products.

Alongside the Search Engine Optimization necessary to reach better organic results, a Google Shopping Campaign was created with the intent of increasing Chicco’s online store conversions.

The main goals of this campaign were the optimization of some crucial metrics on Chicco’s online store:

Increasing the number of Transactions;
Increasing the Revenue generated by the online store;
Increasing the Return on Advertising Spend;
Decreasing the Cost per Conversion.

WHAT WE DID: GOOGLE SHOPPING CAMPAIGNS

A Google Shopping Campaign was created in 2018 with the intent to maximize conversions.

Chicco’s competitors also sell Chicco’s products on their online stores. That meant that it was necessary to make sure that users searching for those products would access Chicco’s store and not their competitors’.

With that in mind, the campaign targeted mothers and pregnant women searching for either Chicco products or Baby and Child-specific Products.

Comparing the performance of the Google PPC channel with the Google Shopping Campaign, to the performance of Google PPC channel without Google Shopping, we can see the following results:

114.93% increase in Return on Ad Spend (ROAS) M/M;
373.75% increase in clicks M/M;
 No Increase in average Cost Per Click;
 91.66% decrease in Cost Per Conversion M/M;
14.15% increase in Total Online Revenue M/M.

The Google Shopping Campaign itself proved to be a success with a ROAS of 738% in December 2018. Part of this achievement is also due to the omnichannel approach and the Search Engine Optimization process that improved the landing pages’ Quality Score.

Want to See More Case Studies Like This One? Click Here to See Our Work In Action.

Perfumes is the leading brand in E-commerce for Perfumes and Cosmetics. The E-commerce store was experiencing a very high CPA and some difficulty capturing returning customers. From Analytics our rate of abandoned carts was not as we wanted them.

Our challenge here was to increase unique purchases and quantity of sales and increase revenue from returning visitors.

Existing remarketing campaigns were audited for major issues. The primary problem was poor market segmentation, causing display ads to miss relevant audiences.

Optimization of remarketing campaigns began by focusing on segmentation. Separate list categories were created to address remarketing to the different types of audiences:
• Smart Listing Audiences
• Users Who Added Items to Shopping Cart but Did Not Purchase
• Users Who Made It to Checkout but Did Not Purchase
• Users Who Abandoned Shopping Cart in last 7 Days
• Users Who Abandoned Checkout in Last 7 Days
• High-Value Users (Have Already Spent 250 € in e-commerce store)
• Low-Value Users (Have Already Spent 120 € in e-commerce store)
• Very Low-Value Users (Have Spent Less than 50 €)

Next, we created a Cost-Per-Click strategy based on critical audiences. CPC spend for the remarketing campaign was prioritized based on audiences who were most likely to convert and make high-value purchases.
We created a new display banner that promotes free shipping for all audiences. The goal of this banner was to encourage users to move from consideration to conversion.

Lastly, we manually chose the ad placements for the campaign.

We observed the progress of our updated display remarketing campaign after one month of implementation to ensure that KPIs aligned with our objectives.

Using nearly the same ad spend as the previous remarketing campaign, our new strategy increased revenue by 425%.

The improved targeting of display ad placement resulted in an optimized ad spend. Though CTR decreased just slightly, the clicks that occurred converted 420% more.

94.7% Increase in retention
55,7% CPC decrease
More than 15k increase in revenue
425% Increase in Remarketing revenue
6.39% Average Conversion Rate from ads