PSG Group International

The Website

Whilst the website was being built, we completed our Competitor Analysis and Audience Persona reports. We used the Audience Persona report to configure demographic targeting for PPC as well as improving the UX of the website, so that navigation and submitting an enquiry was engaging and appropriate for the audience at hand.

From our Competitor Analysis, we recognised that key competitors were successfully using Google Ads to promote their products to in-market customers, researching the components offered and enquiring with their specifications.

By creating PPC campaigns for PSG Group International, we strategically selected highly relevant product search terms that were in line with their bespoke plastic shims offering, creating attractive ad copy that confirmed PSG Group International as the originators of Polymex; colour-coded plastic shimstock.

We created a suite of specific landing pages that targeted the keywords in each ad, increasing the landing page experience and delivering content that was most relevant to the user. This content creation further supported our SEO strategy in organic keyword ranking improvements.

The Performance

We launched PPC campaigns by targeting approximately 150 keywords, as well as launching a remarketing and competitor website-user targeted campaign.

Almost immediately, the response from the digital market became highly-competitive, with cost-per-click rocketing and the campaigns needing careful and consistent hands-on management to analyse the data and respond accordingly, using the media spend budget responsibly, in the most effective ways. Some keywords were now far too expensive to bid to appear at the top of the SERP, so we measured the impact of our keywords in the account and leveled budgets to optimise for the most cost effective conversions.

With PSG Group International now stepping into the PPC space as a serious UK competitor, we knew two things from the cpc increase response; 1. That the leads must be of benefit to competitors else they would not be willing to raise their cost per click so highly and 2. That this was a clear opportunity for us to win business from competitors.

We observed that a need for users to submit an enquiry whilst on the landing page was paramount at encouraging them to act whilst on the page. We implemented a new ‘Get A Quote’ form which immediately began to produce further leads to the business as well as adding the email address to the website, giving users more ways to get in touch, using their preferred method.

• In 4 months, we more than tripled leads from Google ads
• Reduced the cost per acquisition of these leads to ¼ of the first month’s CPA in 4 months from £166.52 per lead to £40.68
• Within 12 months, we took the website from producing 0 leads per month to an average of 1.93 leads per day via digital marketing channels.

The Result

• In the first 6 months of campaign launch, leads generated by our efforts created £30K of new business (ads launched 1st july – the jan meeting)
• Average increase of organic rankings across listed keywords of 43.6 positions across product and service keywords (excluding brand) with 20 keywords in top 50 positions and 9 keywords on the first page
• PPC contributed to at least 62% of all leads from the website