To address Vet Warehouse's objectives, we initiated a multi-phase digital marketing campaign, starting with a focused effort on Google Ads. Our team conducted an in-depth analysis of Vet Warehouse's target audience, competitive landscape, and current ad performance. Based on these insights, we optimised their ad campaigns to maximise return on investment (ROI).
Key steps included:
Shopping Feed Optimisation: Analysing product performance, consequently amending/testing feed elements (titles, categories etc) to increase relevancy and click-through rates while lowering CPC.
Audience Targeting: Leveraging advanced audience segmentation to ensure ads reached potential customers most likely to convert.
Account Structure Amends: Breaking down the large product inventory into more manageable and relevant segments.
Within the first three months, our Google Ads campaign resulted in a notable improvement in Vet Warehouse's conversion value over cost, increasing from 8.31 to 11.54. This translated to a 20% increase in revenue.
Encouraged by these results, Vet Warehouse expanded their engagement with us to include SEO and email marketing services. Over the next nine months, our approach included:
SEO Strategy: Implementing on-page and off-page SEO tactics, such as content optimisation, backlink building, and technical SEO improvements, to enhance search engine rankings.
Content Marketing: Creating valuable and engaging content tailored to pet owners, designed to attract and retain an organic audience.
Email Marketing Campaigns: Developing targeted email campaigns to nurture leads, promote new products, and drive repeat purchases.
