Improving Searchability and Driving Online Leads for Pixels

Case Study
Improving searchability and driving online leads for Pixelz

When image editing company Pixelz was looking for a way to increase web traffic and improve its Google ranking, it came to Xander Marketing. Tasked with raising the brand’s profile amongst those using Google to search for high quality image re-touching and optimisation, the PPC team at the agency pulled out all the digital stops to achieve higher search impressions and bring in more clicks through to the website.

The key was in the keywords!

In setting up a Google Ads campaign, the first step was to find and bid on keywords which related to:

Retailers and online traders looking for tips to improve their product photography process
Users looking for image background removal and other types of image re-touching
Owners and managers of ecommerce sites who are researching platform-specific product photo guidelines (Amazon, eBay) or general tips on better product photos for eCommerce

In this way, Pixelz could target exactly the right people for their services, with Xander Marketing placing them right where it mattered in online searches.

Picturing the right PPC strategy for Pixelz

Xander Marketing optimised the following tactics to drive new targeted sales leads to the Pixelz website:

Utilised keyword research and competitor analysis to uncover long tail keywords
Created granular ad groups primarily using broad match keywords to target long tail searches with highly relevant ads
Split test multiple ad variations to increase click-thru rates over time while reducing costs per click

Used conversion-focused, automated bid strategies to let Google Ads assist in optimising for CPA targets
Used remarketing to encourage free trial users to continue using and paying for the service
Offered free photography and equipment advice via downloadable guides, aimed at top of the funnel searches. Users were then introduced to the Pixelz service with informative follow-on emails.

Xander Marketing generates digital success

Image editing company Pixelz was looking for ways to increase web traffic and conversions. With the right approach, Xander Marketing was able to provide Pixelz with the results it needed, demonstrating a 270% increase in conversions and 61% reduction in cost per acquisition.

June 2015: 1,278 clicks and 95 conversions, £804 spend, £8.46 CPA
May 2016: 1,806 clicks and 285 conversions, £948 spend, £3.33 CPA

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