Vet Medic are a supplier of pet health and veterinary products who aim to make animal health care treatments more accessible to all. They came to us wanting to drive more traffic, sales and revenue, gaining market share. They sought quick results in terms of revenue and return on investment from their paid activities.
We proposed a complete PPC rebuild and continuous optimisations to maximise exposure and click-through rates. Alongside this was a longer-term strategy which would focus on organic visibility, connecting the brand with their audience through content improvement and creation.
Our technical and content auditing processes identified severe onsite issues and content gaps, coupled with a lack of engagement from the peerage network around it.
Our site overhaul aimed to connect this brand with a passionate audience of pet lovers. In addition to continuous SEO support, a few key changes were implemented.
Due to major content gaps, the immediate priority for the content campaign was the generation of tens of thousands of words of intent led copy for key brand and product pages.
Next, we created audience-focused content to help improve brand interactions and engage customers.
We designed attention-grabbing infographics and created resource articles that the audience would genuinely find useful.
Once produced, the promotion of these assets led to conversations and content collaborations with many key influencers within the marketplace.
Sharing via paid, earned and owned media channels led to over 10,000 shares on some pieces of content and resource articles with high volumes of natural quality links that generate substantial SEO value.
The content remains an evergreen resource for Vet Medic, consistently providing audience reach and search engine signals for the brand online.
We needed the highest conversion possible while adjusting for the lowest possible CPC.
Emphasis was placed on optimising the PLA campaign and using this data to help drive expansions within the search campaign.
As the market evolved we moved towards re-targeting, demographic targeting and behavioural targeting to achieve a greater reach on the target audience.
Adwords account auditing highlighted the quick, medium and long-term wins from campaign optimisation.
Competitor and market research identified gaps in the marketplace which we could capitalise on immediately for Vet Medic.
Over the course of the following 3 years, a consistent program of maintenance and expansion of the paid search campaign led to the ongoing performance improvements of the company.
Triple-digit growth was seen across most improvement areas in our 3-year period with Vet Medic