PPC Advertising Strategy

To tackle the issue of having multiple customer avatars and, therefore a PPC campaign lacking in structure, the first thing we did when we began working with LLS was to introduce three new campaigns.

The first included a Dynamic Search Function to ensure the ads were highly relevant to a variety of popular search terms, which helped increase CTR significantly. Initially, we focused our strategy on their bestselling products to form a strong basis of performance from which we could grow our efforts.

Following this success, we launched two additional ad groups to expand our reach. The campaigns were limited to a CPA goal of £20, which we were able to achieve by using the Maximise Clicks bid strategy to build up initial conversions and then changed this to Target CPA to ensure we were achieving our objectives within the specified budget.

Our DSA campaign included the URLs targeted in our Search campaign to maintain sales levels – this also allowed us to optimise our targeting as we proactively monitored best-performing products. It became clear that their Mushroom Complex and KSM 66 Ashwagandha were the best performing products, so we targeted these products in our Search campaign to capitalise on this.

As a result, this campaign generated 114 All-Time sales at a CPA of below £18 and a CVR of 5.59%. Following these results, we decided to boost previously untargeted URLs in our DSA campaign to increase performance. We also created a DSA ad group with the Search campaign to generate more sales.

Throughout, our primary goal was to streamline the relevance of our campaigns to push best-performing products to highly converting audiences to reduce the issue of LLS’s previously broad targeting. We also did this while maintaining a stable CPA. We achieved this by implementing regular optimisations, reducing bids for high-cost audiences and regularly analysing search terms to exclude irrelevant or high-cost searches to minimise wasted spend.

Facebook/Instagram Advertising Strategy

As we identified the main challenge of a competitive market and a lack of Paid Social campaigns that drove traffic and then recaptured interested audiences, we devised a strategy that would cost-effectively reach target audiences.

Initially, this strategy began as testing out the effectiveness of unique video creatives. We had a limited budget for Facebook, so it was vital that we increased brand awareness but did not waste spend. We, therefore, focused on top and bottom-of-the-funnel campaigns to create a more effective funnel.

Our top-of-the-funnel campaign targeted two core audiences: users interested in ‘wellness and health’, and ‘fitness and wellness’. Both of these audiences were male and female, 18-65 demographics, to build a base of data from which we could optimise our campaigns. The bottom of the funnel campaign was split into high-intent audiences: website visitors, previous purchasers, and social media engagers.

This strategy of testing unique video creatives as our main assets worked well. However, it was not as effective as we knew our ads could be.

Therefore, we decided to change our approach with this channel, maximising our market knowledge and how limited campaigns could produce excellent results.

So, we ran limited campaigns during key times of the year, such as Black Friday, to create an element of ‘drop’ exclusivity, and push strongly messaged creatives when our target audience was most active and seeking offers.

This strategy delivered profitable results, driving a CPA of around £11 and over 30 purchases from a small ad spend of just £500. The promotion was a one-off 25% discount, pushing the urgency factor we knew would generate conversions.

During the ad creation process, having analysed competitors’ creatives, we decided to use a static image creative, with the 25% discount, combined with benefit-driven messaging, which worked very well.

Search Engine Optimisation

We launched a comprehensive SEO strategy to increase brand visibility, give LLS a leg up on their competition, and improve the Quality Score of our PPC campaigns. Our strategy included backlink placements, technical analysis, internal linking, content optimisation and posting high-quality organic content.

Over the three-month SEO strategy, we optimised all the website metadata for relevant keywords, following in-depth market and competitor research. This optimised metadata improved Google’s ability to crawl the website and simultaneously benefited UX, ensuring pages were easier to identify at a glance.

To boost our SERP visibility, we optimised the homepage content, added additional links to our About Us page to create more connected and relevant website visibility, and reviewed existing internal links to improve the customer journey. We optimised all Collection pages and product pages with specific keywords with high search volumes and user intent to maximise visibility. This involved metadata creation and strategic content creation to ensure that each page met the best practices for SEO, with a minimum of 500 words of optimised content above and below the fold. We did this while providing informative and benefit-driven information about each supplement and its active ingredients.

Our backlinking strategy created high authority links each month to best-selling products and a variety of pages on the site, ensuring that we increased domain authority and, therefore, brand visibility.

Due to these optimisations, we saw significant improvements in keyword rankings for the site, with the ranking from ‘nutritional supplements’ going from 94 to 57 and from 32 to 25 for ‘health supplements’ during our three-month SEO campaign.