How Blind Inspiration’s search & brand traffic grew in just 12 months. From no brand, to an elite brand in the window furnishing industry.
Challenge
Blind inspiration had an average of 18K web traffic in 12 months just from paid traffic, but 90% was from Generic search. Brand awareness wasn’t present and Brand Search volume was quite low.
Insight
Even though Blind Inspiration had a huge traffic volume from the generic paid search, it had very less exposure of its own Brand. We had to work on various offline activities and then tie it up with Online activities to bring the Brand to light and increase the Brand search volume.
Our challenge was to increase Brand Search for the keyword “Blind Inspiration”. Several steps both offline and online were taken to increase Brand search. Linking offline activity to online and capturing offline users through online activity was the challenge.
The approach was to make sure
The Approach
Offline Activities
Blind Inspiration took part in expos and advertised on prints and magazines.
Online Activities
We made it a point to advertise on Brand Terms to capture and be there when people start looking for the Brand online.
Ad Creative
Best Practices
Ad Structure
Brand ads were created with all relevant ad extensions (Extended sitelinks, Call extension, Call out extension, Structured snippet and Location extension) and made sure the BRAND was highlighted. Seasonality sale was added to the text. This varies every season (Winter, Spring, Summer, Autumn) Keywords variations (BMM, Phrase and Exact) were added to the brand terms.
Attribution modeling
Conversions were moved from last click to position based measures. This helped to give 40% of credit to both the first- and last-clicked ads and corresponding keyword, with the remaining 20% spread out across the other clicks on the path. Which helped focus on new and returning visitors.
Brand Remarketing
Then came the Brand RLSA campaign. Brand RLSA helped us better tailor the search campaigns to target more qualified and valuable users who are aware of the website. This strategy was mainly used to increase Brand conversions by following those who have been to the website.
Online Reviews
We also worked on the Google My Business page. Clixpert helped the client update the page, photos and the location and also encouraged customers to leave reviews as reviews are one big thing when it comes to Brand Reputation.
We have set up a plan on increasing their brand reputation through customer reviews.
Videos
Next biggest thing was videos. We recommended Blind Inspiration to do videos about them – The Brand and their products, how to choose the right product etc. Taking this advice into consideration, a few videos were created and added to the website.
Here is the link to the videos.
The Result
As a result, we have seen a phenomenal increase of 26% in Brand search volume and 22% increase in Brand clicks to the website from June 2016 – May 17 to June 2017 – May 18.
The Brand online enquiries have increased by a massive 46% and phone call enquiries have risen by 36% during the same time frame just for the BRAND terms.
Contact us at 1300 254 973 for a free consultation to see if we can help you grow your business.
