MUV has worked with Playdale for over 7 years, providing a vast range of digital marketing services comprising; SEO, Web Design, Web Development, Social Media and Pay Per Click.
Playdale have an in-house marketing team, with whom we have a close working relationship.
Our journey with Playdale began by undertaking work on the organic Google positions, following a Google Penalty which the company had been subject to.
Our key goal was to recover positions on Google which had depreciated and ensure the company was found for a volume of relevant and important keywords within the Playground Equipment sector.
Over the course of 7 years, MUV has helped Playdale to develop their online presence and position within Google Search. By maintaining a solid site structure, having an ongoing content strategy, and working to constantly improve the user experience, we have helped to maintain Playdales strong position in the space.
Our work on organic search has included identifying key areas of the website which required improvement in order to improve the conversion rate. For example, we have developed several customer enquiry forms which each time have improved the visitor retention and conversion levels.
We started managing Playdale’s Google ads in January 2016, this had previously been managed in-house for several years. The strategy was to ensure a flexible approach to new strategies made possible through the paid ads, promoting the brand ethos through the ads and discovering new opportunities to increase traffic and improve cost vs conversion. The main core of the traffic has been through their search ads campaigns but has also included display, video and shopping campaigns. We also manage a smaller budget for them on Bing (now Microsoft Advertising) which offers an additional source of traffic, often at a lower cost per click.
Our focus initially was to tighten up the targeting on existing keywords within the campaign by removing broad keywords that had been underperforming. There is fierce competition within the sector so this has continued to play an important role in ongoing management alongside identifying new keywords to drive traffic and conversions. We report monthly on the campaign performance in relation to the set budgets and conversion targets.
Since Jan-16 we have seen an increase of 200% in their click thru rate across the account, which in spite of ever increasing competition has resulted in a lower cost per click. We also work closely with the SEO team to identify opportunities for boosting organic ranking on top performing keywords, carry out regular keyword research to identify and promote new product areas and advise on opportunities for improving conversion rates, such as the introduction of 3rd party customer reviews.
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