The original online sweetshop
- Digital Strategy
- PPC (Pay Per Click)
"I knew I had to give you time and I’m so glad I did… because the results are superb. So, thankyou to everyone there who makes it happen!"
Michael Parker, Founder and Owner of AQuarterOf.co.uk
AQuarterOf.co.uk is the original online sweetshop founded in 2002, selling a variety of sweets and chocolate from Aniseed Balls to Yorkshire Mixture. Over the last twenty years, AQuarterOf has seen continued growth and today are the leading retailer for traditional sweets online.
There was a clear desire in the business to step-change sales performance through a profitable performance marketing strategy. Our objective was to grow new customers and sales whilst maintaining tight control on efficiency metrics such as cost-per-acquisition.
INCREASE IN OVERALL SALES
INCREASE IN PPC SALES
INCREASE IN SEO SALES
AQuarterOf approached the team at Green Ginger following a strong start to the year. Lockdown restrictions resulted in increased demand, however this soon resulted in a significant rise in competition. As more competitors entered the market, sales were being impacted more and more.
Channels such as SEO were very mature, with scalability proving difficult. Organic ranking was dropping as new challenger brands entered the market and implemented black hat techniques to grow rankings quickly. Therefore, we decided on a combined search approach across both PPC and SEO to grow the brand online.
AQuarterOf had tried PPC and Shopping on a number of occasions previously but had always struggled to deliver a strong CPA. Due to selling low margin products, efficiency was critical for the channel to be sustainable and commercially viable.
Our objective was to drive incremental sales but within strict CPA targets to maintain profitability. In an increasingly competitive market with rising CPCs, this was more of a challenge than ever before.
We quickly decided to restructure the accounts based on the basic historical setup and lack of useful data points.
Developing new structure for Shopping and PPC, designed to give detailed visibility of performance and drive maximum efficiency, giving us an advantage in a competitive market. Our content teams also enriched the feed, giving more relevancy signals to search engines which improved efficiency of our campaigns.
Once the accounts were set up to best practice, we implemented a robust testing strategy to improve performance as we gathered more data. We tested different products and categories, understanding the value and elasticity of each so we could understand which were viable long-term within our efficiency targets.
Our starting point was to audit the site, ensuring any findings were actionable so we could make an immediate impact on performance. Following this we made a number of technical improvements to bring the site to a best-practice foundation.
We removed a number of legacy, irrelevant or poor-quality pages on the site where crawl budget could be better used whilst other pages were updated to help with a number of cannibalisation issues we had noted. Sitemaps and robots.txt files were updated alongside a new pagination strategy to improve accessibility and crawlability for search engines.
After developing a detailed keyword strategy, taking into consideration market demand, competition and gap analysis we launched our content-led strategy across both off-page and on-page to improve ranking signals for the site.
New on-page content was developed, closely aligned to our keyword strategy. Historical content was expanded, optimised or in some cases reduced to reduce historical keyword stuffing and topic clusters were developed across key subjects, improving site authority.
Our strategy delivered the step-change in revenue that AQuarterOf had been looking for. We were able to identify the best strategy to grow activity profitably through paid channels whilst our SEO experience allowed us to deliver impressive performance on a well-established channel. In taking an holistic approach we were able to grow the business, delivering incremental growth without cannibalising channel level performance.
Reduction in CPA, allowing us to deliver record revenues in both 2020 and 2021
Increased SEO traffic with more keywords than ever ranking on Page 1 of Google