Google Ads and website SEO are two promotional activities that work in perfect harmony – supporting short- and long-term sales and increasing brand recognition online. While the cost of fighting this dual battle for customers may seem substantial, it's worth considering it as an investment that quickly pays off, with a return that can even exceed the initial investment by a factor of several. Let's illustrate this with the example of our client operating in the furniture industry.
Positioning the website
Our client's company has been operating for over twenty years, supplying high-quality furniture throughout Europe. Despite this, when we began our SEO efforts in December 2020 , its online visibility was minimal. The website didn't appear in any of the top 3 or top 10 search results for any phrases, meaning it never appeared on the first page of Google for industry-related phrases. Furthermore, it only appeared in the top 50 for a single phrase, which almost completely limited the site's organic traffic.
Top phrases in December 2020Therefore, it was necessary to undertake both on-site activities, meaning within the website itself, and off-site activities, which involved acquiring high-quality external links. We began by technically optimizing the website to improve its load time and user usability. We also focused on adding meta elements, crucial for the website's evaluation by search engine robots. However, these changes were only the beginning. Together with the client, we also decided to implement a blog with tips, infusing each post with keywords best suited to the store's offerings. We also strengthened the website by acquiring links on external websites leading to the client's website.
Thanks to these efforts, after just six months, we've seen significant improvements in the site's visibility – we now have five phrases in the top three search results and 25 phrases in the top ten , or on the first page. The biggest progress has naturally been made in the top five, where we've already introduced over 500 phrases and are constantly striving to improve their rankings.
(The rest of the article can be found below the form)
Top phrases in June 2021It's worth remembering that indexing pages by search engine algorithms is a time-consuming process, and it can take up to several months for Google robots to recognize your site. This is just the beginning of your SEO journey , and you can expect even better results in the coming months.
You might like it
Google Ads
In a short time, you can achieve a significant increase in traffic and conversions with Google Ads . Let's compare our client's campaign results from three months ago with those they're currently achieving.
Between February 16 and March 16, ads generated over 21,700 clicks. Between May 16 and June 14, this number dropped by approximately 1500 clicks. Does this mean a decline in campaign effectiveness? Quite the opposite. Clicks alone don't generate tangible profits for the client—they merely indicate that the user has visited their website. Therefore, in the advertising optimization process, we strive to limit accidental, empty clicks from recipients who aren't truly interested in the offer and don't plan to purchase. Selecting the right target audience may slightly reduce the number of clicks, but this doesn't translate into a reduction in profits.
click comparison dataNumber and cost of conversions
Over the three months of the campaign, the number of conversions doubled – from 319 at the turn of February and March , to 663 per month. At the same time, however, the cost per conversion has decreased by over 50%, meaning that for the price of acquiring one customer three months ago, you can now acquire two.
How is this possible? The answer is simple. The longer a campaign runs and the more data our specialists and bid optimization systems have to analyze, the more effective your ads can be. We constantly monitor when conversions are most likely to occur, which devices users are using, which ones are most likely to be interested in your offer, where those converting are located, and many other factors. Based on this, we can predict which actions will yield the best results and optimize your per-click rates to achieve your campaign goals at the lowest possible cost.
comparative data number of conversionscomparative conversion cost dataWhat profits did the campaign bring?
Together with the client, we agreed to stick with the campaign 's budget – over the three months, it only increased by 2,6%. However, with almost the same budget, revenue increased by over 56%, or approximately $88,500.
budget/revenue ratioSo how has the return on investment changed? At the turn of February and March, every złoty spent on campaigns generated approximately 14,50 złoty in revenue for the client, which is still a very good result. Now, however, per złoty of costs, the return is 22 złoty , representing a 50% increase.
the cherry on the cake 🙂Combining channels = more profits
By combining a Google Ads advertising campaign with SEO , you can significantly increase not only brand visibility and recognition but also real profits in a relatively short time – this applies to both online stores and service industries. Can we promise that profits will be similar for every company? Of course not. Online marketing campaigns are governed by too many variables to take anything for granted, and we prioritize honesty and transparency in our communications with clients. Instead of empty promises, however, we offer experience, knowledge, and commitment, and with good client collaboration, this often yields even higher-than-expected profits.
Summary
The above article covers the following topics:
- an example of SEO and Ads synergy in the furniture industry,
- scope of SEO work,
- Google Ads advertising strategy,
- financial effects of activities,
- synergy of marketing channels.
