Background and Challenges

The Children's ISA approached us in 2020 to help with their SEO.  Their website has been live for around 12 years and had age and authority. What it was missing was traffic that converted into applications. PPC had been tried before and, bidding exact match, on the key product term costed £15+ per click. In short PPC would be a great way to spend money without an obvious return. Thankfully, the client realised the power of organic search and was keen to invest for the long term.

The Strategy

A belt and braces approach. Was the website technically sound? How much content was on the homepage and supporting links and content that supported it? This is what we needed to isolate first off.

Next we set about aggressively building links to the website and producing blog content that targeted their 'money' keyword which linked to the homepage.

We have replicated this approach over nearly 24 months now and the results are impressive, to say the least.

Results

The screenshot below shows the increase in organic traffic since we started working on the project:

The screenshot below shows keyword improvement and, also the value of traffic (per month) if it were to be bought using the Google Ads auction: 

PPC Strategy

After working with the Children's ISA for over three years on their SEO they asked us to look at widening their reach and to look again at PPC - both social and through Google ads. We had identified that grandparents were core decision makers in saving for their grandchild. In parallel grandparents often had more disposable income than new parents. So launched a multi-platform and target market strategy:

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- Targeting grandparents through native ad placements on Facebook

- Targeting grandparent through display ads through the Google Display Network

- Targeting parents through brand protection campaigns - we identified early on that clicks for terms like 'Junior ISA' were very expensive

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PPC Results

- Facebook activity has driven incredibly cost effective clicks to the website - at around 0.05p per click

- Brand protection campaigns have consistently resulted in a steady stream of applications with a very good ROI (based on LTV)

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