An initial data analysis project was conducted to identify the website’s current SEO visibility and how and where the site was ranking, so that this could inform the overall Search Engine Marketing (SEM) strategy and complement the email programme, managed in-house.
The brand’s offers and bundles were analysed against email data sets, as well as market demand and competitor activity – on-site merchandising and offers were reworked to promote the brand’s values and outshine the competition. This was fed into the PPC strategy, ensuring that the messaging was aligned across all channels.
This was combined with some structural changes to the PPC account and advice on use of audiences and a granular Shopping campaign structure; identifying and optimising the ‘hero’ products to give great budgetary and performance-level controls.
SEO performance was benchmarked, and opportunities identified that needed attention ahead of the site’s impending platform migration.
PPC performance was trailing behind target prior to Infinity Nation's involvement. Within 3 months of implementing our recommendations, the Cookware Company was well ahead of target, swinging performance from negative to positive and allowing the brand to capitalise on their key purchase period.
Infinity Nation are now contracted to provide ongoing SEO and PPC consultative support for this client.