This mini plan focuses on the core areas I feel would make the most sense for Bathrooms and more store across both SEO and PPC.
This is primarily based on what can be seen online and via tools. As a next step it would be great to jump on a call, upon which we can potentially arrange a formal audit or an expansion of this plan.
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Based on initial keyword research bathrooms and more store is in a market where there are over 1.1 million searches a month across various terms. The average cost per click on the low end is around £0.60 per click.
With a solid keyword research strategy it would ensure the business has exposure across the most important products in the portfolio.
Ad Copy – USP Focus and Callouts & Sitelinks
The proposed ad on the left builds upon the initial ad. Some of the core things that would be advised for the ad copy would be to include usps such as Free Delivery, 14 Day Returns. On top of this it would be advised to ensure that each ad has relevance to the keyword that was searched for. This ensures a lower cost per click across the board and better click-through rates.
The image attached depicts an example of the campaign structure I would propose. For e-commerce stores the best way to setup the campaigns is to focus it around the core nav structure on the website. This enables you to quickly assess which campaigns are working, and thus shift budget quickly. Below this would be the ad groups which would sit underneath, this would contain the core keyword and ad copy.
Based on tools I can see Bathrooms and more store is on an upward trajectory in terms of traffic. Based on what can be seen online this shows competitors that are receiving 100k visits plus per month. If the site is currently getting around 10% of this, then there is a big opportunity to push SEO overall.
One of the keys to unlock this growth would be via a solid link building strategy that would ensure the site starts ranking for more terms across the board.
From what can be seen it appears that the current site is ranking very well for pages where there is category level content. However there are also a lot of pages missing this content. My advice would be to expand upon this and ensure more categories have this content present.
One of the quickest wins in an SEO strategy is to focus on keywords that are sitting in position 8 to 12. If either more content can be added to those core pages, or more links it can have drastic positive effects across the board.
After working on the campaigns for a few months, this brand went from doing around £60K per month in rev from Google to over £180k. With Google Shopping being in a great position to grow further.
Revenue grew to £180k per month from £60k
Successful expansion into US market
Split out sub categories = quicker decisions
Who prepped this?
My name is Ted Parry and have over 10+ years of experience and a track record of helping e-commerce businesses.
I’ve helped e-commerce brands such as Weatherbeeta, Utterly Printable, Osprey London and more get better results from their marketing.
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