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Revolutionising PPC and SEO Performance for Enhanced European Market Reach

Disciplines covered

Advertising • PPC • SEO

Industry sector

Luxury • Retail

DAC Group was engaged to undertake a comprehensive revamp of PPC efficiencies and to provide advanced SEO training across European markets, ensuring robust management of digital activities from their UK base.

The Challenge

The primary challenge was to refine pay-per-click (PPC) advertising strategies across Europe without diminishing the volume of sales and revenue.

Additionally, DAC Group needed to equip the client’s team with SEO skills to facilitate direct collaboration with the central team in New York City, enhancing overall search engine optimisation effectiveness.

Our Approach

DAC Group adopted a multifaceted strategy to address these challenges. Initially, they conducted an in-depth analysis of the existing PPC performance to establish a clear baseline.

Strategic adjustments included increasing the use of long-tail keywords, reducing reliance on broad match terms and boosting the use of negative terms to refine targeting. They also implemented deep linking strategies in ads, directing users to specific product pages rather than the homepage, and crafted product-targeted ad copy to improve relevancy and click-through rates (CTR).

On the SEO front, DAC Group provided comprehensive training and conducted site audits, which informed new site recommendations and SEO enhancements.

Disciplines

  • Pay-Per-Click (PPC) Optimisation
  • Search Engine Optimisation (SEO)
  • Performance Analysis and Reporting
  • Targeted Ad Copy Creation and Implementation

Results

The initiatives implemented by DAC Group led to significant improvements in digital advertising efficiency and SEO practices:

  • Cost per click (CPC) was reduced by 196%.
  • Click-through rate (CTR) improved by 7%.
  • Cost per order decreased by 263%.
  • Return on investment (ROI) saw a 68% increase.
  • Overall media spend was reduced by 263%.

These outcomes not only optimised ad spend but also enhanced the effectiveness of the client’s digital marketing efforts across Europe.

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