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This company provides the largest selection of people traffic counting equipment, software and services to retail outlets world-wide. Their customers include shopping malls, retail stores, libraries and other establishments around the globe. In early 2014, the company decided to change their online marketing consultancy as their current provider was engaging in much activity which was costly but in terms of lead generation and cost per lead, they were ineffective. DPFOC was engaged in early 2014.
• Search Engine Optimization
• Remarketing on Facebook and Google's Display Network
• Paid Search Advertising on Google & Bing
• Social Media Community Management
• Paid Display on Facebook and Google Display Network
• LinkedIn Pay Per Click Advertising
• Conversion Rate Optimization
Getting Clean Data: The very first thing that we needed was "clean data" - by this we mean that we needed to be able to scientifically measure the company's cost per lead form our online marketing activities regardless of whether that lead came from a telephone call or inquiry form on the website. We implemented telephone and inquiry form tracking and linked both to Google Analytics. We then agreed a target cost per lead with the client which now could be scientifically measured. Armed with this data, we could confidently invest in multiple channels secure in the knowledge that all spend was now being scientifically tracked and reported upon.
SEO:
A key consideration for this company in choosing their SEO provider was sustainability ie the company wanted to be totally certain that DPFOC would not engage in any black-hat techniques that could cause penalties down the road. Once we showed the client our approach to SEO and in particular link-building, they were satisfied that our processes were future proofed and totally white hat.
Choosing which people counting solution to utilize is an involved purchase for retail establishments and so the sales cycle is quite long. We ensured that our client maintained a highly visible presence to all those who visited the website for the entire sales cycle, which we estimated be circa 60 days. We utilised Google's Display Network and Facebook to remarket.
In order to drive down CPL still further, we are working with this client to optimize pages on their site and running A/B tests to scientifically assess which pages convert at the higher rate.
As part of DPFOC's active budget management service, we are closely monitoring CPL from each channel and keyword. We are growing the spend on profitable channels and keywords as well as adding new channels. We have recently added PPC advertising on Bing and will continually and gradually increase the budget until we are accessing every possible profitable lead in North America. Next, we will target decision makers in the retail sector on LinkedIn. We feel that doubling the current lead flow is a realistic target within the next 12 months.
This company is one of Ireland's leading online newspapers and one of the very few publications in the world successfully charging people for content. The company operates a metered content model whereby a certain amount of free articles are offered each month after which users need to subscribe to access additional articles.
• Search Engine Optimisation
This site was highly authoritative with very strong page rank, domain authority, Moz Rank etc. This was owing to the site being a long standing and highly reputed publisher in its niche. However, no systems were in place in terms of on-page SEO meaning that the site had large scale duplicity. Many articles were being published to several locations on the website with no provision made for canonicalization. There was a lengthy list of substantial on-page issues with the website. We worked with the team at the newspaper to resolve all these legacy issues and put systems in place to prevent further issues arising.
The site continues to add steady streams of subscribers on a daily basis.
This company provides industrial and commercial cleaning services nationwide throughout the UK.
•SEO
Modern SEO is all about high quality content. For this client, we have produced consistently interesting, compelling and engaging content in the form of infographics, timelines, lists, quizzes and story maps.
"If you look at the results for the first 3-4 months, they are not at all spectacular. Unfortunately, many of our clients will lose patience at this stage and decide to cancel. This client however trusted DPFOC, trusted our content based white hat ethos and so stayed the course with us. I am delighted to see the success that this company is now enjoying and look forward to being a part of that for years to come."
Eddie O'Driscoll, MD, DPFOC UK
This client is a global leader in the recruitment of students for medical universities throughout Europe. With an on-going increase in the number of students wishing to study medicine and no corresponding growth in university courses, the tuition fees can be prohibitive for would-be medical professionals. By matching those who want to study medicine with affordable courses taught through English, this client has helped thousands of students realise their potential and achieve their dream of becoming a doctor.
This client simply wanted us to increase their organic ranks in Google for a series of competitive keywords.
By conducting a diligent on-page audit of this large website, we were able to quickly identify a lot of quick-wins in terms of rank improvements. Once we were satisfied that the site was prefect from an on-page perspective, we began working on creating a steady stream of high quality content. Our outreach team works hard on an on-going basis to get this content in front of the most relevant bloggers and news publications in this space with the result that we have achieved well over 100 high quality, relevant, editorial links to the website and achieving more on a weekly basis. These links have fed into organic rank and traffic growth as per the graphs below.
This client is a premier hockey school in Calgary. Since hiring DPFOC in September 2012, organic traffic has grown exponentially from 10 daily visitors to a peak of 100. The company name is not included for confidentiality reasons.
This client is a high end interior designer and retailer of luxury furniture based in London. Since engaging DPFOC, organic traffic has grown exponentially from 30 daily visitors to a peak of 235.
This company is the leading retailer of health supplements in Australia.
• Search Engine Optimisation.
• Monthly Spend: $700
• Monthly Revenue from Organic Visits: ~ $45,000
Since partnering with DPFOC, this client has seen substantial organic rank improvements which are feeding into significant organic traffic growth and associated revenue.
This client is a Payroll & Contractor Management Services Company in Australia. Since hiring DPFOC in May'13, organic traffic has grown steadily from 10 daily visitors to 44 visitors. The company name is not included for confidentiality reasons.
This company is the leading manufacturer of shutters (plantation and roller), blinds, security doors and solar panels in Western Australia. The company had been using one of the world's largest digital marketing companies to manage their SEO and Paid Search activities. The company grew frustrated by the digital marketing agency's policy of not giving them access to their own AdWords account and so started to consider alternative providers. After a competitive tendering process, DPFOC was chosen as the new agency.
• Search Engine Optimisation.
• Paid Search Advertising: Google, Yahoo, Bing.
• Remarketing: Google's Display Network, Facebook
Getting Clean Data:
The client had a target cost per lead that it wanted us to work to achieve. However, upwards of 40% of leads came through the client's call centre. The previous digital marketing agency did not have telephone tracking in place. This meant that there was no meaningful data available as to cost per lead by channel as telephone leads were going untracked. DPFOC immediately installed telephone tracking which we linked to the client's Google Analytics account. This gave us visibility into cost per lead at channel and keyword level and so facilitated scientific bidding decisions.
SEO:
The previous agency's approach was a black-hat and highly risky one. Their primary method for building links was a blog that they set up on which the posted articles and in these linked back to the main company website. All links were optimised for target keywords. This is a clear violation of Google's quality guidelines so we stopped this activity immediately. Instead we focussed on generating genuinely compelling content and building high quality, editorial links that would always be future proofed against algorithm updates.
Having telephone lead data flow into Analytics enabled us to quickly see that several keywords were either under or overbid. The underbid keywords were getting relatively few clicks due to low average positions while the overbid clicks were getting lots of clicks but the associated conversion rates were too low and so the keywords were not within target CPL. By modifying the bids to the correct levels, we quickly got all keywords within target CPL.
The products sold by the company are large ticket, highly involved purchases. Such purchases are characterised by detailed research and lengthy sales cycles. Accordingly, we set up remarketing campaigns on Google's display network as well as on Facebook to re-engage those users who did not make an inquiry either by phone or inquiry form.
• Monthly Spend: $2000
• Monthly Leads from Organic Visitors: ~500
• Target CPL: $65
• Delivered CPL: $4
• Monthly Organic Visitors: ~6500
• Monthly Spend: $12000
• Monthly Leads from Paid Search Visitors: ~280
• Target CPL: $65
• Delivered CPL: $42
As part of DPFOC's active budget management service, we are now incrementally increasing the paid search budget each month while closely monitoring CPL as we do. We will continually and gradually increase the budget until we are accessing every possible profitable lead in Western Australia. We feel that doubling the current lead flow is a realistic target within the next 12 months.
In order to drive down CPL still further, we are working with this client to build a new responsive (mobile, tablet and desktop optimised) website. The new website will have more imagery, videos and testimonials all wrapped in a clean, fresh and modern design. This contrasts with the current website which feels somewhat old fashioned at this point albeit still delivering extremely strong lead flow.
This company is the leading supplier of home brew equipment to the Irish market.
• Search Engine Optimisation.
• Paid Search Advertising: Google, Yahoo, Bing.
• Monthly Spend: €500
• Monthly Revenue from Organic Visits: ~€35,000
This long term Irish client has seen its organic visitors climb from an average of 250 in January 2014 to almost 500 daily visitors by October. The organic channel accounts for approximately 50% of the site's overall turnover.
• Monthly Spend: €1000
• Monthly Revenue from Organic Visits: ~€13000
We will be adding 3rd party channels such as Amazon and Ebay to this company's list of active channels in late 2014. These channels will drive incremental revenue for the client while we continue to grow sales from the currently highly profitable search channels. There is no doubt that once these new channels are added, the client will surge through the €83k/month mark and become one of the relatively few Irish e-tailers breaking the €1million per annum mark.
This client is an Irish based wedding ring jeweller. Since hiring DPFOC in March 2013, they have seen steady rank and traffic growth. The company name is not included for confidentiality reasons.
This client is an estate agent based in Cork. Since hiring DPFOC in November 2012 they have seen steady rank improvements and strong organic traffic growth. The company name is not included for confidentiality reasons.
