Overview

When Mozo approached us, they were a fast growing startup in the financial comparison space. They had seem great growth through the TV, Out of Home advertising, and their PR. They were in a very competitive space as they were competing for the same traffic as the Banks. They knew there was a big untapped market for them in AdWords and they had suffered a large drop in SEO traffic. They approached us for developing a robust and profitable AdWords strategy and to help recover the loss in SEO Traffic.

Strategy

The first step was to build a new AdWords account that focused on search, remarketing, and display. Due to not having any account history to use for estimated conversion rates, we started with a small budget and increased it each month as we got more comfortable with the account performance. The aim was to increase spend each month, deliver a profitable return on ad spend, and then increase the spend the following month. Due to Search being very competitive, we needed to find different avenues to deliver more traffic and leads.

Once we reached a cap on AdWords traffic, we started increasing spend on Display and then used this traffic to create custom audiences for remarketing campaigns. With SEO, we had to review the exact date that the traffic saw a large drop and then find what algorithm change occurred during that period. Once we had this data, we worked on making the site compliant to all of Google’s latest algorithm changes.

Results

Over a 12 month period, we were able to successfully increase Mozo’s SEM traffic by 1949%, revenue from AdWords and Display traffic increased by 1,456%, and conversions increased by 1,130%. For SEO, we completed the necessary SEO cleanup over a 3 month period and were able to submit the site for review. The review was approved which saw the SEO rankings improve and Traffic was back up by 60%.