A client, INCENDIO MAGIC WAND, approached us. He had a blog, ran advertising and the site was on the first page in the output for many queries. However, they aspired to dominate the organic search top rankings. We needed to evaluate the opportunity for growth. The client also wanted to improve the results of PPC advertising. They were targeting regions like the USA, UK, Australia, Europe, and others.
As the product is seasonal, the client's main task was to improve the site's performance in time for the Christmas and New Year gift selling season. This was the main difficulty, the client came to us with a request in early October and time was extremely limited.
We thoroughly examined the structure of the ad campaign set up before us. The existing campaign was extensive - with over 100 campaigns and more than 1500 ads. After the advertising analysis, we created additional ads optimized for keywords, improved Ad relevance and Landing page experience. We also added and configured Performance Max campaigns, optimized budgets and bids.
From an SEO perspective, we conducted a technical audit of the website, corrected errors based on the audit, and compiled a semantic core. We then created pages for previously unused queries. During the analysis phase, we noticed that competitors were not as strong in terms of backlinks. In 2 months we have placed 40 links on the site.
While Perfomance Max campaigns were still more of an innovation from Google, they worked great. In terms of SEO, correct query clustering and on-page optimization resolved many issues and accounted for 70% of the success. We focused on links, which contributed to 30% of the success. The campaign delivered an average ROAS of approximately 350% at the peak of the season. The site ranked TOP1 for nearly all high-frequency queries, outperforming serious competitors. Traffic to the site tripled.
Read the full case study on our website: https://malinovsky.io/case-studies/incendio-magic-wand/