Bahlsen wanted to drive as many people to their website as possible to increase brand and product awareness. To ensure consistent high levels of traffic to the site they wanted to set up a paid search campaign using Google AdWords. They needed to be showing for generic keywords such as ‘chocolate biscuits’ as well as recipe related keywords to promote the new recipe section of their site. The campaign was to target everyone within the UK of all ages and genders.
After carrying out keyword research to establish the best keywords to bid on, we set up the AdWords campaign targeting 3 different ad groups. This enabled us to tailor ads specifically to the keywords to improve the Click Through Rate (CTR). After the campaign had been running for a month we were able to optimise the campaign further, for example, we were able to identify that one region delivered the most clicks for all the ad groups. We therefore targeted that region further by increasing our bids for people searching in these areas, therefore allowing our ads to show up for more searches there and allow for further click throughs.
The campaign has so far delivered a consistent stream of traffic to the Bahlsen site with 10% of the total monthly traffic coming from paid search. This is already achieving the campaign’s target of delivering guaranteed traffic, and we are working to develop the campaign further to expand the number of paid search visits.