”“After being disappointed by the poor strategy and execution of our digital marketing by a previous provider, working with Kym and the team has been a breath of fresh air. Kym has a wealth of knowledge, is attentive and really takes the time to explain things in depth. Kym’s hard work has delivered sensational results in a short period of time! We couldn’t be happier! Thank you!”
Catalyst Computers is a boutique IT support company based in Sydney.
For over three years Catalyst Computers had engaged a large global agency to help with Google Adwords and SEO. While leads were increasing, the financial results weren’t justifying the digital marketing spend.
It turned out the agency was bidding and optimising toward low value keywords like ‘laptop repair’, ‘computer repair’, and ‘virus removal’. So while the lead volume looked good, they weren’t coming from Catalyst’s ideal clients (businesses with higher end needs), and didn’t represent the true value the company could provide.
Revenue was inconsistent due to the poor calibre of prospects being attracted, so the owner lacked the confidence to be aggressive in his business growth plans.
The problems with the big agency included:
- High turnover of account managers—it felt like they were continually being offloaded;
- The agency wouldn’t provide access to their AdWords account (which suggests they were taking a hidden markup on the cost per click on top of the high management fee);
- No clear continuous improvement in lead quality or quantity;
- No SEO ranking increase;
- No defined strategy to improve results;
- Poor communication of objectives, activities and reasons for lack of improvement;
- Questionable value—poor return on investment.
As a result, the owner was frustrated. He wasn’t seeing a return on his investment. He didn’t feel valued, and didn’t feel like the agency had his best interests at heart. He’d lost trust in the agency.
Enter Higher Ranking
We met with the Catalyst Computers team to review where they were at, what they wanted to achieve, and the issues they had with their previous agency. We then recommended a course of action to improve their outcomes:
Set up a Google Adwords (now Google Ads) campaign to boost the number of quality leads per dollar spent
Run a Search Engine Optimisation (SEO) program to generate targeted and qualified leads
Set up Google Display Network (GDN) site remarketing display ads
Google Adwords campaign
Google Adwords (now Google Ads) is a fantastic tool we believe every business can benefit from.
You can expect to quadruple your current conversions within the first six months.
The activities we focused on for Catalyst Computers included:
Built and ran a Google Adwords (now Google Ads) campaign focusing on high value customers (strictly B2B);
We then spent the next few months optimising the campaign through high conversion keywords to focus on higher value customers (filter out B2C enquiries) so they were only paying for high value leads.
Search Engine Optimisation (SEO)
Catalyst Computers now has authority for 15 high-value, high-traffic B2B keywords on the front page of Google. Overall, our strategy and execution have resulted in:
- 53% increase in organic visits to the site per month;
- 78% increase in the number of sessions;
- 142% increase in session duration;
- 221% increase in lead generation from SEO;
- 38% reduction in bounce rate.
Benchmark Results Month 1
Results Month 18
Since engaging Higher Ranking to manage Google Adwords and SEO, Catalyst Computers has seen a significant turnaround in performance. Their campaign has gone from delivering the wrong type of leads (individuals) to now delivering highly qualified, highly profitable and long-term business clients. The continuing quantity and quality of leads means the owner now has confidence he can strategically grow his business.
But don’t take our word for it …
“After being disappointed by the poor strategy and execution of our digital marketing by a previous provider, working with Kym and the team has been a breath of fresh air. Kym has a wealth of knowledge, is attentive and really takes the time to explain things in depth. Kym’s hard work has delivered sensational results in a short period of time! We couldn’t be happier! Thank you!”
— Catalyst Computers