Migration recovery strategy leads to small business success

Switching platforms is something that many choose to do in a bid for a more efficient website, but it doesn’t come without its challenges. One retailer who understands this is Kedel, who experienced a significant loss in sales after a previous migration.

Regaining what you once had can be a struggle, especially in a landscape full of retailers ready and waiting to take your place and your customers.

PPC Woes

Kedel came to Acquiro after noticing that their PPC Account performance had seemingly plateaued. Competing in both the Google Shopping and search networks was proving tough in a crowded marketplace, where search terms such as ‘Recycled Plastic’ were becoming increasingly popular, and expensive. After a review of the account, Acquiro identified a number of issues that seemed to have been affecting the performance of the Google Ads campaigns.

OBJECTIVES

Kedel had seen a dip in performance due to a previous platform move which saw a large drop in the number of customers coming to the site. Part of our aim was to regain their organic SERPs and help them increase their sessions and revenue to get them back to where they were positioned previously. While growing Kedel’s brand presence on both the Google Shopping and search network in order to increase sales and revenue.

OBJECTIVES

Kedel had seen a dip in performance due to a previous platform move which saw a large drop in the number of customers coming to the site. Part of our aim was to regain their organic SERPs and help them increase their sessions and revenue to get them back to where they were positioned previously. While growing Kedel’s brand presence on both the Google Shopping and search network in order to increase sales and revenue.

UNDERSTANDING THE PAID SEARCH PLATEAU

After an in-depth conversation with the client, we established that the previous management of the account had been heavily focussed around CTR, which had been proving costly for the client, with minimal results achieved. We agreed with the client that in order to grow the account, we must switch the performance metric from CTR to ROAS in order to achieve our objectives.

RESULTS

After a full restructure of the AdWords account in March 2020, Acquiro were able to increase Kedel’s impression share by 47% in the first month. This led to a 213% increase in conversions, and a 246% increase in ROAS. Kedel’s Google Ads performance continued to grow, even in the midst of a global pandemic. When we compare the period of March-August 2020, to the previous year, Kedel’s performance has soared, with a 589% increase in conversions, and a 909% increase in ROAS, whilst spending 22% less.

Although we are still in the early stages of the organic strategy for Kedel, in just three months, the site has gained substantial momentum through its improved KPIs. The percentage of business that was lost due to the platform move has now significantly decreased due to improvements made over the past few weeks.

Kedel Keywords

KEYWORDS RANKING 1ST IN GOOGLE

Kedel Search Visibility

INCREASE IN ORGANIC SESSIONS

Kedel Revenue Increase

INCREASE IN ORGANIC REVENUE

Kedel Transactions

INCREASE IN PAID ROAS

Kedel Organic Sessions

INCREASE IN PAID CONVERSIONS

Kedel AOV

DECREASE IN AD SPEND

Although we still have a way to go to regain all organic losses for Kedel, we are still in the very early days of the strategy and confident that we will continue to improve on session growth and revenue increases. A lot has been achieved in just a short space of time and we are excited to see where we go from here.

Not only have we made substantial progress for Kedel’s organic visibility, but the company has recently been listed in the Smallbiz100 for 2020. The SmallBiz100 is a great opportunity for Kedel to showcase their innovative products and a chance for an eco-friendly focused company to be celebrated for their efforts.

HOW WE DID IT

We achieved the fantastic PPC results through a mix of optimising an existing, poor performing SMART campaign, whilst introducing a range of additional search campaigns focussing heavily on the best converting search terms over a period of time.

For SEO, our plan of action was to locate the technical issues caused by the previous platform move, but we didn’t want to neglect other important aspects of their SEO, content and outreach. Our approach prioritised technical optimisation, closely followed by a strategic content plan and specific link building tactics.

Initial work for Kedel began with locating the issues caused by the platform move which resulted in the loss of sales. Inspecting technical aspects of the site was our priority, which can be a vulnerable area during any migration. The SEO team’s experience of migrations allowed us to quickly identify these problems which helped to shape our strategy going forward. The plan focused on optimising the site from a technical point of view first and foremost, ensuring all issues were fully resolved.

The site already had a wealth of quality content that the client had produced. In-depth knowledge of their products allowed them to curate content that was highly informative and audience focused. But, it was lacking keyword targeting and effective internal linking. Our approach wasn’t to rewrite the site’s content, something which many make the mistake of doing. It was to respect what the client had already produced and make small yet essential amendments to the keyword targeting and the internal linking.

Kedel’s product range focuses on longevity, low maintenance and above all else, sustainability, so this was the main focus of our link building strategy. Alongside gardening publications, our aim was to showcase the company to the eco-conscious as well as introducing their innovative products to those unfamiliar with this type of building material.

It worked because we focused on what was most important for Kedel in the initial stages of the strategy. Creating a plan that fulfilled the site’s vital needs allowed us to achieve results within a short space of time as well as prepare the site for success and continued performance growth in the long run.

WANT RESULTS? CHAT TO US.