Company Introduction – Dock Solutions are Forest of Dean based company that are a national manufacturer and supplier of loading bays and industrial doors and most other parts when it comes to dock equipment. Dock Solutions offer a complete range of cost effective loading bay products ranging from dock levellers and fast action doors to dock shelters and sectional doors.
Project Introduction – Dock Solutions came to Clear Web Services initially for an SEO campaign and CPC management to try and increase traffic and therefore enquiries for their dock leveller’s side of the business.
Once we felt that we had the SEO on the right track, we then turned our attention to reforming the cost per click campaign into more of a streamlined effort, because the level of keywords and adverts compared to the budget was just unrealistic.
We knew that the client wanted more of a return but also felt a bit lost about how to start from scratch, which is quite common when a campaign has been running for so long. Within a few months we had reduced the areas that were not working so that we could then focus on improving the areas that had been working or that were working for the client.
What We Did – The first step was to look at the history of the campaign and see where the campaign was working and more importantly, where it was not. The campaign had been running for several years, but the client felt that it had slightly gone adrift from where they initially wanted the campaign to be and therefore it needed some work to get more return from their spend.
We quickly notified that we needed to:
- Dramatically reduce the amount of words they were bidding on
- Divide the keywords into more specific AdGroups
- Improve the adverts to be more specific
- Increase they keyword score which was quite low
- Remove keywords that were not offering any type of ROI
- Discontinue some keywords that were no longer in line with the company
Once we had sat down with the client and went through thousands of keywords that were no longer needed or had never performed, we managed to settle down to a more realistic level of keywords that would be more suited to the client’s budget.
We re-made the adverts to focus more on the “UK Manufactured” side of things and also helped to improve some of the landing pages. The campaign was then divided into better adgroups which helped to increase the clients control over the areas they focused on in terms of spending.
The Results – Although the traffic levels have increased from the cost per click campaign, it is more important to note that the quality of the click is far higher, with Dock Solutions reporting an increased level of enquiries coming from web traffic.
By removing a lot of the negative areas from the campaign, we have been able to focus on the areas that the client can achieve the most effective ROI from and then start to look at new areas and keywords to help push new areas of this ever expanding business.
