Results speak louder than words!

In this article we will highlight how we worked with Brydge.com on their PPC and SEO to help them achieve their goals. 

The Goal: Increase revenue from both SEO and PPC channels that included amazon in the mix!

The real life scenario: This was an in house position. I did a short but very fruitful work while working for their brand. I came aboard initially as only their SEM manager but soon encompassed many other factors to include SEO. Its one of those things where you don’t really know someones skills and capacity till you spend a bit of time talking with them on what can be done as I did with the director and VP of marketing.  

They weren’t achieving the results they wanted on both Amazon, Google and Microsoft via paid channels and their SEO was in dire need of some help for Google and Amazon. 

After getting hired, a full SEO audit and PPC audit was started. 

The Plan:

1. Restructuring campaigns by channel’s of search, shopping, display remarketing while leveraging new products by Google of PMax to diversify and test the waters. 
2. Technical analysis on the website for SEO revealed site improvements for site speed, backlinks, trust improvements for reviews as they had some bad feedback that needed negating or offsetting to not spiral out of control. 
3. Amazon PPC and SEO, we implemented A+ content, optimized their shop titles, tags, keywords, negative keywords to help drive more relevant traffic. 
4. Google PPC we deployed campaigns like RLSA and leveraging their first party data to show Google what customers were ideal to target. 
5. Local SEO unification, content creation started and titles optimized to be more relevant, improve quality scores on Google and be found for those keywords organically as the titles were ok, but beyond the unique titles they weren’t being found for the products they ideally wanted to show up for. 
6. Recommendations were made to limit influencer marketing as there was no direct ROI for spending tens of thousands per month on this as the attribution wasn’t there or deployable. 
7. Facebook reduction in spend as the ROAS also wasn’t there in the current marketing efforts. 

The results:

After a LOT of heavy lifting from merging multiple websites, UAT, SEO audit and implementation across Amazon and the website along with Amazon PPC optimization, Google ads optimization and Microsoft. Direct ROAS increased from 4 to an average of 8 in just a few months!

Summary:

You don’t per se need to redo the entire website, just a technical and strategic implementation across the board can help unify your goals to achieve what your desired results are.