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As part of the strategy for a new website the agency developed a tactical Google Adwords campaign as the initial phase of an ongoing SEO campaign. The brief from the client was simple. To get them consistently ranking for more search terms and at higher positions then previously. With a well known brand in their industry many of their website visits were for brand related searches and so we had a lot of learning to do regarding search terms and conversions. We therefore turned to the AdWords platform to expedite the learning process as well as quickly drive relevant traffic to the website whilst the new optimised pages naturally improved the rankings.


Starting with an analysis of the terms in use on the website we set about constructing a set of search terms that would be used to search for our client services. With this list we turned to various keyword tools to spot any gaps, identify variants and establish which drove the most traffic in the UK. With keywords grouped logically we created specific ad groups to target these with and then pointed them at the relevant service page or in some cases the homepage.


The campaign gave us insights from both the consumer and Google search engine perspective. We were able to identify what terms people used to search for the services, what terms made them most likely to click and then achieve a goal on the website such as view a movie, download a document or make an enquiry. The campaign also helped us to quickly identify which pages needed further work and copy amends due to a low quality score (Google’s measurement of the relevance of your page to the keywords you are bidding on) or high bounce rate so that we could very quickly optimise the important pages on the site for the search engine optimisation campaign that would commence after this tactical AdWords campaign.

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