In a world put on pause by Covid-19, we had ambitious growth targets for the world’s largest low-carb website. We had worked together already, to successfully drive SEO in an increasingly competitive market. With PPC we needed to refocus campaigns that maximised incremental conversions without cannibalising on our strong SEO foundations.
Working closely together with Diet Doctor’s digital team, we broke the strategy down into three parts:
- Collecting data together from SEO and PPC to create a joint-view
- Fusing our automations together to reduce cannibalisation
- Building a single SERP experience.
We used our suite of in-house technologyto collect and share data between paid and organic search at a keyword, audience, and geographic level. This gave us the data to identify and measure our strategies. With this, we could isolate exactly where appearing twice improved overall traffic, and where it did not. We maximised CTR with complementary copy across paid and organic listings. We also used audience data to maximise user experience between both SEO and PPC, and even coordinate the user journey across YouTube and Search.
Finally, we launched channel specific landing pages to improve quality scores and increase conversion rates by 255%.