ROA
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A Healthy Business - From Top To Bottom
Increased online competition and changed buying behavior meant that Legeland had, for a long time, lowered prices to realize the expected goals. This had a negative impact on the bottom line, which is why the goal was clear to build a healthy business - throughout the funnel. Legeland.dk would no longer be in a situation where the whole business was characterized by retail prices, which made all employees run faster, without the company actually making more money. The technology had overtaken Legeland.dk, which is why there was a need for a partner who actively saw their business - and the potential. The first step in the process was an in-depth analysis of the company's digital business base, in order to realize an improved bottom line. With this in mind, product profit was worked against the performance trends that could be recorded from previous years, while the following goals were set respectively. Google Ads and SEO: The primary strategy for Google Ads was developed based on ROAS, as well as to make Google Ads a cost-effective traffic channel that not only delivers a high amount of traffic but also contributes to a positive bottom line and creates synergy across Legeland's various traffic channels. From the above, the paid advertising on Google had to target specific audiences who had the right purchase signals according to Google's algorithms. In short, users who tended to prioritize price and merchandise had to be diverted so that large marketing budgets were not applied to people who ultimately did not convert. The goal of SEO was to improve the technical foundation and performance of the site and to work purposefully to strengthen the site's validity and keyword relevance. The structure of the site's foundation is relevant as this is the basis for the effectiveness of all ongoing SEO work. The premise, therefore, was to provide a technical effort that could give Google a deeper understanding of the content of - and the structure of - the site. Furthermore, optimization of the content of the site had to be performed on an ongoing basis. The strategy was rooted in a desire for an improved organic presence where it was essential to provide a natural - and more efficient - online structure. This was both in terms of technical performance, but also in terms of relevant keywords. Furthermore, it was essential to gain insight into the site's existing link structure and validity. DANSK Baggrund Øget online konkurrence og ændret købsadfærd medførte, at Legeland i en længere periode havde skruet ned for priserne for at realisere de forventede mål. Dette påvirkede bundlinjen negativt, hvorfor målsætningen var klar der skulle opbygges en sund forretning - gennem hele tragten. Legeland.dk ville ikke længere stå i en situation, hvor hele forretningen var præget af udsalgspriser, som gjorde at alle medarbejdere skulle løbe hurtigere, uden virksomheden reelt set tjente flere penge. Teknologien havde overhalet Legeland.dk, hvorfor der var behov for en samarbejdspartner, som aktivt så deres forretning - og potentialet. Der var brug for en markedsføringsopsætning med substans, og fokus på at levere en god forretning! Første spadestik i processen var en dybdegående analyse af virksomhedens digitale forretningsgrundlag, med henblik på at realisere en forbedret bundlinje. Med dette in mente blev der arbejdet med produktavance kontra de performancetendenser, som kunne registreres fra de foregående år, mens følgende mål blev opstillet på hhv. Google Ads og SEO. OPTIMERING AF DEN BETALTE ANNONCERING PÅ GOOGLE Den primære strategi for Google Ads blev udviklet med udgangspunkt i ROAS, samt med henblik på at gøre Google Ads til en kosteffektiv trafikkanal, der ikke blot leverer en høj mængde trafik, men også bidrager til en positiv bundlinje og skaber synergi på tværs af Legelands forskellige trafikkanaler. Ud fra ovenstående skulle den betalte annoncering på Google målrettes bestemte målgrupper, som havde de rette købssignaler jf. Googles algoritmer. Kort sagt skulle brugere, som havde tendens til at prioritere pris og udsalgsvarer, frasorteres, således at der ikke blev anvendt store markedsføringsbudgetter på personer, som i sidste ende ikke konverterer. SEO FOR LEGELAND.DK Målet med SEO var at forbedre sidens tekniske fundament og performance, samt at arbejde målrettet med at styrke sidens validitet og søgeordsrelevans. Opbygningen af sidens fundament er relevant, da dette er basen for effektiviteten af al videre arbejde med SEO. Præmissen var derfor at levere en teknisk indsats, der kunne sikre Google en dybere forståelse for indholdet på - og opbygningen af - siden. Endvidere skulle der løbende udføres optimering på sidens indhold. Strategien havde grobund i et ønske om en forbedret organisk tilstedeværelse, hvor det var essentielt at levere en naturlig – og effektiviseret – online struktur. Dette var både ift. den tekniske performance, men ligeledes ift. relevante søgeord. Ydermere var det essentielt at få indblik i sidens eksisterende linkstruktur og validitet. Løsning CROSS-CHANNEL EFFICIENCY Jf. det overordnede mål - som havde udspring i et ønske om en bedre forretning, gennem hele salgstragten – skulle der realiseres en effektiv løsning på tværs af relevante markedsføringskanaler, som kunne skabe et forbedret resultat på bundlinjen ved årets udgang – kontra året før. Denne målsætning var essentiel for det arbejde, som der sidenhen er udført. PERFORMANCEANALYSE, IN-MARKET AUDIENCE-REMARKETINGLISTER, SMART BIDDING & CSS I Google Ads blev der foretaget en performanceanalyse på eksisterende kampagner, annoncer og søgeord, samt arbejdet med tiltag, der kunne forbedre annonceringenseffektiviteten. Et af tiltagene var opsætning af remarketinglister ud fra relevante målgrupper. Med henblik på at udvide disse lister med relevante brugere anvendte Searchmind in-market audiences. En gennemgang af in-market audiences viste ikke overraskende, at konverteringsraten før samarbejdets opstart var lavere end året før. Konverteringsraten var for brugere, som var i markedet efter legetøj, på 2,64 % i 2019 - kontra 3,38 % året før - for alle brugere i perioden. Omvendt havde brugere i denne målgruppe, som ligeledes var i markedet efter boligindretning til køkkenet – eller belysning – hhv. 4,1x og 3,5x højere sandsynlighed for at konvertere. Legelands Google Ads-konti har i hele perioden benyttet Smart Bidding for at sikre, at annoncerne blev eksponeret i de afgørende øjeblikke før et køb. Med Google Smart Bidding har det været muligt at frasortere en stor mængde irrelevante brugere på i processen. I indlæringsperioden for kontoen blev der anvendt en tCPA-budstrategi, som søgte at skabe flere køb og trafik. Dette blev justeret til budstrategien tROAS efter opnåelsen af relevante trafik- og omsætningsmål. tROAS-budstrategien havde til hensigt at sikre øget økonomisk gevinst på bundlinjen. Dette var sideløbende med udvidelser i kontoen, samt tilførslen af en CSS-konto, der skulle sikre en gennemgående eksponering i Google Shopping. TEKNISKE FORBEDRINGER, ON-PAGE OPTIMERING & OPRYDNING I REDIRECTS … var kilden til at forbedre fundamentet på sidens organiske performance. Starten af forløbet handlede om identificering at rette op på fejl – og mangler – i den tekniske opsætning på siden. Ovenstående medførte, at der blev rettet +2.500 broken backlinks og døde links, mens der ligeledes blev lavet disavow på spam-links. Herudover blev der udarbejdet en dybdegående søgeordsanalyse, som blev implementeret i sidens metadata på tværs hovedkategorier og underkategorier. Søgeordslisten på +800 søgeord, er fortsat den, der trackes på iht. organisk udvikling i Google. Implementeringerne gav siden et markant løft i den organiske tilstedeværelse, hvilket løbende er forbedret yderligere efter on-page optimering på content. Resultat Opsætningen i Google Ads – sammenholdt med en dybdegående optimering på tværs af sidens tekniske fundament, og on-page optimering - har været grundstenen i udviklingen for Legeland.dk. På Google Ads er der realiseret en højere ROAS (ROAS 20 kontra 17, red.), mens der ligeledes er opnået en omsætningsvækst på +23 % Opsætningen af skræddersyede remarketinglister - samt udvidet Google Shopping-opsætning (inkl. CSS, red.) – og en tROAS-baseret Smart Bidding-budstrategi har medført 43 % flere transaktioner fra Google Ads. Ydermere har der i perioden været 55 % flere konverteringer via Google Ads. På kampagneniveau har Smart Shopping leveret et tilfredsstillende resultat. I perioden har kampagnen realiseret ROAS 22. I alt stod Smart Shopping for 85 % af Google Ads-omsætningen. Der blev ligeledes oprettet en catch-all kampagne, som bl.a. havde grobund i remarketinglisterne. Denne kampagne målrettede produkter, som ikke realiserede bud i Google Shopping. Kampagnen opnåede ROAS 17 i perioden. På den organiske front har der været høj vækst i både antallet af besøgende, antallet af konverteringer og ikke mindst omsætningen. I perioden har der kommet 89 % flere søgeord i top-3 på Google. Optimeringen af det tekniske fundament, samt implementeringen af relevante søgeord på selve siden, har ligeledes medført betydelig vækst i sidens organiske synlighed. Resultatet af dette har været en vækst på 49 % i sessioner, mens der ligeledes har været 67 % flere nye brugere på siden, kontra året før. Den forøgede trafik har medført en stigning i transaktioner på 50 % hvilket var årsag til 26 % højere omsætning. Stigningen skete som følge af, at flere vigtige søgeord opnåede betydelig vækst i de organiske placeringer i Google. OVERORDNEDE RESULTATER 23 % stigning i Google Ads omsætning 20 % stigning i Google Ads konverteringsrate 26 % stigning i organisk omsætning 49 % stigning i organiske sessioner 10 % stigning i dækningsbidrag 19 % stigning i dækningsgrad ROI 97,3 % (Indeks 137) Før samarbejdets opstart var målet at optimere bundlinjen for Legeland.dk, samt at få en samarbejdspartner, der kunne se deres forretning – og som havde substans. Med fremgang på begge kanaler, og en forøgelse af både DB, DG og ROI har tiltagene vist sig yderst effektive. ”Samarbejdet er perfekt! De gode resultater har medført, at det naturligt har kørt videre. Vi kan godt lide tanken om, at der et pres på vores samarbejdspartner, og at der er nogle mål som skal realiseres.” - Morten Hjerrild, Webadministrator hos Legeland.dk (English translation + Google translate) Background Increased online competition and changed buying behavior meant that Legeland had for a long time lowered prices to realize the expected goals. This had a negative impact on the bottom line, which is why the goal was clear to build a healthy business - throughout the funnel. Legeland.dk would no longer be in a situation where the whole business was characterized by retail prices, which made all employees run faster, without the company actually making more money. The technology had overtaken Legeland.dk, which is why there was a need for a partner who actively saw their business - and the potential. Need a substance marketing setup and focus on delivering a good business! The first step in the process was an in-depth analysis of the company's digital business base, in order to realize an improved bottom line. With this in mind, product profit was worked against the performance trends that could be recorded from previous years, while the following goals were set for respectively. Google Ads and SEO. OPTIMIZING THE PAID ADVERTISING ON GOOGLE The primary strategy for Google Ads was developed based on ROAS, as well as to make Google Ads a cost-effective traffic channel that not only delivers a high amount of traffic but also contributes to a positive bottom line and creates synergy across Legeland's various traffic channels. From the above, the paid advertising on Google had to target specific audiences who had the right purchase signals according to Google's algorithms. In short, users who tended to prioritize price and merchandise had to be divorced so that large marketing budgets were not applied to people who ultimately did not convert. SEO FOR LEGELAND.DK The goal of SEO was to improve the technical foundation and performance of the site and to work purposefully to strengthen the site's validity and keyword relevance. The structure of the site's foundation is relevant as this is the basis for the effectiveness of all ongoing SEO work. The premise, therefore, was to provide a technical effort that could give Google a deeper understanding of the content of - and the structure of - the site. Furthermore, optimization of the content of the site had to be performed on an ongoing basis. The strategy was rooted in a desire for an improved organic presence where it was essential to provide a natural - and more efficient - online structure. This was both in terms of technical performance, but also in terms of relevant keywords. Furthermore, it was essential to gain insight into the site's existing link structure and validity. Solution CROSS-CHANNEL EFFICIENCY Cf. the overall goal - which had its origin in the desire for a better business, throughout the sales funnel - was to achieve an effective solution across relevant marketing channels, which could improve bottom line results at the end of the year - versus the previous year. This objective was essential to the work that has since been carried out. PERFORMANCE ANALYSIS, IN-MARKET AUDIENCE REMARKETING LISTS, SMART BIDDING & CSS Google Ads performed a performance analysis on existing campaigns, ads and keywords, and worked with measures to improve advertising effectiveness. One of the initiatives was to set up remarketing lists based on relevant audiences. In order to extend these lists to relevant users, Searchmind used in-market audiences. A review of in-market audiences did not surprisingly show that the conversion rate before the collaboration started was lower than the year before. The conversion rate for users who were in the market for toys was 2.64% in 2019 - compared with 3.38% the year before - for all users during the period. Conversely, users in this target group who were also in the market after furnishing for the kitchen - or lighting - respectively. 4.1x and 3.5x higher probability of converting. Throughout the period, Legeland's Google Ads accounts have used Smart Bidding to ensure that the ads were exposed in the crucial moments before a purchase. With Google Smart Bidding, it has been possible to filter out a large number of irrelevant users in the process. During the account learning period, a tCPA bidding strategy was used which sought to generate more purchases and traffic. This was adjusted to the bid strategy tROAS after achieving relevant traffic and revenue targets. The tROAS bid strategy was intended to ensure increased financial gain on the bottom line. This was parallel to the extensions in the account, as well as the addition of a CSS account to ensure a consistent exposure in Google Shopping. TECHNICAL IMPROVEMENTS, ON-PAGE OPTIMIZATION & CLEANING IN REDIRECTS ... was the source for improving the foundation of the site's organic performance. The start of the process was about identification to correct the errors - and deficiencies - in the technical setup on the page. The above meant that +2,500 broken backlinks and dead links were fixed, while spam links were also disavowed. In addition, an in-depth keyword analysis was prepared, which was implemented in the site's metadata across main categories and sub-categories. The keyword list of +800 keywords continues to be tracked according to Google organic development. The implementations have since given a significant boost in the organic presence, which is continually improved further after on-page optimization on content. Result The setup in Google Ads - combined with in-depth optimization across the site's technical fundamentals and on-page optimization - has been the cornerstone of the development for Legeland.dk. Google Ads has achieved a higher ROAS (ROAS 20 vs. 17, ed.), While revenue growth of +23% has also been achieved. Customized remarketing list setup - as well as expanded Google Shopping setup (including CSS, ed.) - and a tROAS-based Smart Bidding strategy has resulted in 43% more Google Ads transactions. In addition, there were 55% more conversions through Google Ads during the period. At the campaign level, Smart Shopping has delivered a satisfactory result. During the period, the campaign realized ROAS 22. Overall, Smart Shopping accounted for 85% of Google Ads revenue. A catch-all campaign was created, which included had a bottom of the remarketing lists. This campaign targets products that did not meet bids in Google Shopping. The campaign achieved ROAS 17 during the period. On the organic front, there has been high growth in both the number of visitors, the number of conversions and not least the revenue. During the period, 89% more keywords came in top-3 on Google. The optimization of the technical foundation, as well as the implementation of relevant keywords on the site itself, has also led to significant growth in the site's organic visibility. The result of this has been a 49% growth in sessions, while there has also been 67% more new users on the site, compared to the previous year. The increased traffic has resulted in a 50% increase in transactions, which resulted in 26% higher revenue. The increase came as a result of several key keywords achieving significant growth in Google organic rankings. OVERALL RESULTS 23% increase in Google Ads revenue 20% increase in Google Ads conversion rate 26% increase in organic revenue 49% increase in organic sessions 10% increase in coverage 19% increase in ROI 97.3% (Index 137) Prior to the start of the collaboration The goal was to optimize the bottom line for Legeland.dk, as well as to get a business partner who could see their business - and who had substance. With progress on both channels and an increase in both DB, DG and ROI, the measures have proved extremely effective. “The collaboration is perfect! The good results have meant that it has naturally gone on. We like the idea that there is pressure on our partners and that there are some goals to be achieved. ” - Morten Hjerrild, Web Administrator at Legeland.dk
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