After identifying services with the highest profit margin we setup both search and display campaigns. The search campaign is lead generation focused which is currently achieving under a £17 CPC. The display campaign focuses on brand awareness and reaches a large potential customer base using a combination of interest targeting, behaviour and lookalike audiences.
Although not in TARS’ initial plans redeveloping the website was necessary to maximise the ROAS from the PPC campaigns and allow for further content expansion to facilitate the ongoing SEO work. We have introduced a dynamic CMS which allows digital marketers to build landing pages rather than having to reply on developers time. This keeps cost to a minimum while ensuring the content is still optimised for conversion.
Our ultimate strategy is to become less reliant on PPC. Ranking well for valuable keywords will both help improve conversion rate and allow us to reduce ad spend. The reduced ad spend provides additional fund to fuel further organic growth. With TARS being one of the leading suppliers across Essex and Suffolk and using Googles E-A-T principles we are able to prove authority through backlink acquisition and quality content.