CONDISLINE - SEO Strategy Report

2016

The increase of 109 clicks, with virtually the same cost, significantly improved the campaign results in February. However, these clicks were not evenly distributed across the different keywords, but were mainly driven by increased clicks on two keywords: “online shopping” and “shipping costs”. The change in match type led to a 65.80% increase in impressions, from 3,974 in January to 6,589 in February. Combined with a considerable decrease in the average CPC by €0.62 (from €2.22 to €1.60), this allowed the number of clicks to grow.

However, this increase in impressions resulted in a 1.07% decrease in CTR, which dropped from 6.87% to 5.80%. The rise in impressions and clicks for “online shopping” caused an overall decline in clicks for the rest of the keywords, while also accounting for 39.96% of the total spend.

Regarding the average position, ranking, or ad position, we observe that it improved by one point and remained stable throughout most of the month, whereas the previous month showed considerable fluctuations.

2016

For this campaign, a landing page was designed specifically for the SEM strategy. A very simple landing page, with a clear structure and minimal content, aimed at helping users quickly and visually understand the desired action: clicking on the “I want to register” link or the CTA button “Sign up”. A very simple landing page that achieved excellent average positioning in Google results, consistently ranking between 1st and 2nd position, with an average position of 1.2.