Millet Sports (PPC – SEM – SEO)
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Client: Millet SportsURL: http://www.milletsports.co.uk/ |
Background
Millet Sports is now one of UK’s leading online sports retailer selling a range of sports goods including table tennis tables, badminton, basketball etc. We were approached with a brief to generally increase traffic and boost up sales.
Goals
Millet Sports had very limited visibility in the market when they contacted us for the Pay Per Click campaign and SEO. In natural search, the site did rank on long tail keywords but had no visibility on highly searched terms like sport equipment shop online. Their goal was to get more traffic by ranking higher for these highly searched competitive terms, and regain the rankings that had slipped as more competitors moved into the market.
Challenges
Pay Per Click Campaign
The main challenge of the PPC campaign were:
* Widest possible delivery, through the search and content networks
* Maximised click-through rate (CTR) to minimise CPC
* Positioning adjustment to maximise conversion rates
We conducted a comprehensive historical analysis on the performance of each degree programs campaign as well as each individual keyword within every ad group to obtain the essential data that was necessary to overhaul the current PPC accounts.
We constantly updated and monitored campaign Ad text, destination URL’s, ad delivery times, bid values and ad positioning throughout the course of the campaigns to achieve high returns on investment.
In three months after the account was optimised, click through rate improved by 25%. The increase in click through rate resulted in a 50% increase in revenue generated through PPC. First month’s return on advertising spend (ROAS) was 93%, and the second month’s ROAS over 164%.
In around six month results delivered very high sales volume and increased market share. Millets Sports became number one distributor for various product ranges.
Usability Study
Millet Sports website lacked keyword rich content on the site. Many of the product pages had no content at all. The site also lacked a search engine friendly CSS navigation, which made it hard for the search engine spiders to find the internal pages. Checkout page was redesigned to increase conversions.
Solution
Once a themed optimisation strategy was devised and implemented for each of the pages, we quickly moved onto adding keyword-rich content at the proper density levels to each of the pages. A global CSS menu was added to the site making the previously buried product pages more accessible. A solid linking strategy supported this.
Accomplishments
Within 6 months, site started showing up on various keywords, with considerable increase in the number of new visitors as well as average time spent by a visitor on site.
SEO
Our first task was to begin optimising their site page by page with targeted keywords. We also needed to improve their link popularity and get more search engine traffic to the site. In just a few months, Millet Sports started seeing significant increases from both the link building campaign and site optimisation strategies.
Top Google Rankings
- Sports Equipment Store : 2nd Rank (1st Page)
- Badminton Equipment : 2nd Rank (1st Page)
- Table Tennis Shoes : 3rd Rank (1st Page)
