The brief

A family-run, UK based supplier of bathroom products had been selling products both domestically and to international customers for over a decade now.

The retailer came to Search Laboratory initially to improve their conversions through PPC. In the first year of working with Search Laboratory, the PPC results saw fantastic results. However, when our digital strategy team analyzed the user journey, they, unsurprisingly, found that it was long and involved multiple touchpoints. By focusing purely on PPC results, the client was missing out on the bigger picture.

The goal was to continue strong growth by developing a digital strategy across all channels to better challenge their competitors. By introducing paid social and SEO, this allowed the client to hit all stages of the user journey and reduce PPC costs by maintaining touchpoints through more cost-efficient channels.

126%

increase in revenue across all channels

157%

increase in organic revenue

692%

click ROAS to date in paid social

650%

average ROAS across last 13 months in PPC

Paid strategy

PPC

  • ROAS target increased by 75%, it changed over the years due to a more competitive market.
  • Strategy focused on driving profit by allocating budget into high AOV and high ROAS areas.
  • Budget increased by 358%.
  • Built strategy based on audiences due to products being highly considered purchases
  • Shopping innovation – RLSA shopping campaign created to aggressively target users who had previously visited the website
  • BidLab innovation – Shopping feed product prices imported into BidLab strategy

Paid social

  • Remarketing on Facebook and Instagram
  • Remarketing offers on key sales days, such as Easter

Paid media results

PPC results

  • First four months of optimization – YoY revenue up 178% and YoY ROAS up to 700% from 417%
  • Last quarter YoY – revenue up 59% and ROAS at 886% up from 587%
  • Continued substantial YoY revenue and ROAS beating since our first month on the account (see graph below)
  • January 2018 saw highest ROAS to date of 1018%
  • Highest YoY revenue growth to date – 367% for July 17

Paid social results

  • Click ROAS to date of 692%
  • Impression ROAS to date of 1269%

Organic strategy

Content and online PR audit and blog analysis

  • We carried out a content and online PR audit to identify trends in the market, content and authority gap analysis
  • Conducted keyword research to identify ranking and informational content opportunities as well as areas in need of improvement

Recurring content and online PR tactics

From the audit and blog analysis, we implemented and executed a range of different tactics to build authority for the client. These included:

  • Newsjacking – We newsjacked the Brexit Article 50 Triggering to talk about how the retailer had felt no impact of the vote
  • Media requests – We used their Director of Ecommerce as an influencer on business topics and selling overseas

Large content and online PR campaign

  • We created a campaign called ‘Bad Bathroom Habits’, revealing the worst habits people had done in a bathroom, both at home and in work
  • We wanted to carry out this campaign because we knew we would be able to get high authority links early on, and this would make the most difference to the performance of their website.
  • This was supported by a series of social media posts which generated 2615 referral sessions, compared to usual blog posts which get significantly less.

Organic results

Campaign results

50 pieces of coverage, 29 links

Bad Bathroom Habits links:

  • Enterprise Nation (DA69)
  • Daily Star (DA82)
  • Inc (DA91)
  • Glasgow Live (DA35)
  • West Wales Chronicle (DA19)

Coverage on:

  • BBC News
  • Belfast News Letter
  • Irish Post
  • Pound Sterling Live

Other key links:

  • Loughborough University (DA86), Exeter University (DA82)

Rankings changes

Keywords visibility overall year on year: 6,126 in 2017 vs 10,036 in 2018.

409 improvements into top 3 positions

2017 February/2018 March:

  • 1-3 – 75 -> 448
  • 4-10 – 502 -> 1,351
  • 11-20 – 845 -> 1,590
  • 21-50 – 2088 -> 3,389
  • 51-100 – 2528 -> 3,258
  • Total: 6038 -> 10,036

66% increase in ranking keywords

497% increase on keywords ranking 1-3

Keyword improvement highlights

  • Bathrooms – unranked -> 21
  • Freestanding baths – 21 -> 7
  • Walk in showers – 20 -> 7
  • Luxury bathrooms – unranked ->8

Since we started working with the bathroom retailer at the end of Q1, 66% of the months succeeding have seen YoY % improvements in revenue, with figures as high as 761% (November 2017)

Organic traffic and revenue improvements

YOY stats March to March 2016-2017 vs 2017-2018

  • Session increase YoY 45%
  • New users YoY 79%
  • Revenue YOY improvement of 157%
    • Nov 2017 had 37% increase in revenue YoY

All channels

(1st March 2017-31st March 2018 vs. Mar 2016 – Mar 2017)

  • 84% in users up vs. previous year
  • 83.5% up in new users vs. previous year
  • 101.5% increase in sessions
  • 73.4% increase in transactions
  • 126% increase in revenue