Results-Driven Business Growth
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AT ALBION, WE DO THINGS DIFFERENTLY…
Looking for marketing campaigns that can pay for themselves many times over? We stake our reputation and our fee on getting great results. So if we don’t increase your rankings, traffic or sales (or reduce your cost per acquisition) you won’t pay a penny.
Dominating the organic search results for consumer products
We helped redesign Condomania’s e-commerce store and generated five times more traffic for America’s oldest online condom store, which skyrocketed sales. By fixing heaps of tech issues, redirecting old urls, optimising the site’s main product pages and acquiring lots of incoming links we helped generate over 5000 visits per day.
Launching a safety product start-up with a beautiful new website
Armed with a logo, an animated ‘explainer’ video and a good idea about their market, positioning and products, the next tool Safe’n’Happy needed was a great website. We jumped in to make suggestions, then designed and delivered a beautiful, persuasive site that allows the child safety product brand to reach their online markets.
Demystifying Google algorithm’s ‘smoke and mirrors’ misinformation
Because lots of online information about how to achieve top Google results is out of date or inaccurate, we helped guide and advise Mist Eliquid’s web team about what really works. The result allowed the brand to rub shoulders with UK e-liquid market leaders at the top of Google’s results for dozens of target keyword phrases.
Because Google is pushing the natural search results further down the results pages, Pay Per Click advertising is becoming a more and more important targeted traffic source for consumer goods suppliers that need to increase sales and maintain growth. Of course, Google Ads is always developing its advertising platform in a way that allows skilled advertisers to take advantage of new functionality and targeting options.
From search advertising via bidding on the name of products, to remarketing to those who visited a product page but didn’t buy and from Google Shopping Ads that display your inventory of products, to display ads on websites, videos and apps – the opportunities are increasing all the time. And those who don’t take those opportunities end up paying more for each sale simply because they are always trying to catch up with others in the auction.
However, as many consumer brands understand, most PPC agencies are not well versed with the latest targeting methods and many don’t perform well when it comes to beating their client’s competitors to the lion’s share of product sales. Worse is that many consumer brands are missing out on sales every day simply because their Google Ads account manager isn’t a specialist in consumer goods advertising at all – and this can spell disaster for those who are in competitive markets or need to achieve ongoing growth.
It is often a real revelation to consumer goods producers and suppliers who invest heavily in online advertising that their ad groups should not only include a range of variations of the product name, but also include keywords such as “buy”, “online”, “shop”, “store”, “offer”, “new”, “best” and a range of other words people are known to use in their search queries when looking to buy new consumer goods online.
Often consumer goods advertising campaigns that we have been asked to review and manage have not previously been adequately optimised to deter clicks from people who are not likely to buy. From “happy clickers” who will click just about any ad to see what is on offer, to those with good intentions but are not at the stage when they are ready to make a purchase and even dishonest competitors who will click your ads, just to cost you money via the unethical task of click fraud – and are only interested in seeing what is available on the market. Indeed generalist PPC advertising agencies
Despite there being simple ways to avoid these ways many people waste their advertising budget, many non-specialist PPC agencies with little experience of advertising and selling consumer goods are prone to make the same mistakes time and time again with their client’s budgets. These include:
Constantly monitoring your click and conversion data to shave off wasted spend and plough those funds into the ad groups, keywords, ads and targeting methods that generated the most sales for the least cost in your Google Ads account managers main job. If they don’t relish the excitement of constantly reducing your cost per sales acquisition or they have taken your account as far as their skill allows, and you don’t see constant improvement, it is time to reconsider their role in your plan.
Another area where we found consumer brands are not selling as many goods as they could be is that they and their PPC agencies don’t realise is that Google’s Display Network (GDN) allows advertisers to use image ads to “pinch” high-value potential clients directly from competitors. Ok, so everybody knows there is heavy competition when it comes to bidding on the names of products via search network advertising but following competitor site visitors around the web with display image ads can also be a real money spinner
Indeed, because Google Ads in the search engine’s display network cost around a sixth the cost of search ad clicks. Yes, a sixth. So in many cases pulling your competitor site visitors to your product pages can often be a highly profitable way to increase sales of your consumer goods or retail products. If it is done correctly your product will get maximum exposure just as they are researching which one to buy.
It doesn’t end there either, by creating custom audiences in Google Ads you can make sure your product images are always visible to your target markets whenever they visit specific websites, whenever they watch related videos on YouTube or whenever they are using an app on their mobile devices. The options for savvy targeting are always increasing and all these options are by far cheaper than spending your last dollar on highly competitive, and therefore expensive clicks from the paid search results.
At Albion, we have reviewed countless PPC accounts and advertising strategies for consumer products and one thing is for sure. Many generalist marketing agencies don’t have a deep understanding of advertising and selling consumer goods online, leaving their clients under the impression that it just can’t be profitable, or scalable. If this sounds familiar and your PPC expert doesn’t know how to reduce spend or increase sales, it’s worth reaching out to request a free Google Ads account audit and recommendations. Indeed, it may be the most important thing you do for your sales figures all year.
Our on-page SEO campaign generated over 5 times more traffic and heaps more sales for America’s first online condom store. By managing a team of off-shore staff we were able to make Google love the site and reward it with over 100 top 3 rankings in the U.S. search results pages.
We not only more than doubled the amount of traffic Nutley’s Kitchen Gardens receives every week but also managed to engage with these new visitors in a way that generated increased sales. We did this via hands-on SEO optimisation and improving their content strategy.
By rebuilding and optimising the Google Ads account Trade Prices Direct’s previous PPC management agency had created, we were able to generate over 4 times more paid search sales each week and reduce their average cost per acquisition to less than half of its previous rate.
