Pagabo - DRIVING DIGITAL MARKETING PERFORMANCE IMPROVEMENT ACROSS THREE KEY BRANDS OVER A 12 MONTH PERIOD
THE RESULTS
1809% | year on year increase in organic leads |
31% | Lower cost per lead through PPC remarketing activity |
89% | Improvement in conversion rates through ad copy optimisations |
Helping to build a fellow Hull business
Pagabo Group are one of the leading suppliers of procurement, contract management and internal assessment software to the construction industry. They’re based in the centre of Hull and work nationwide, simplifying the process of sourcing suppliers and efficiently managing construction projects.
There are several brands that make up the Pagabo Group. We were asked to assess three of them - Pagabo, Sypro and Loop. Their digital marketing performance was acceptable, but the Pagabo Group marketing team felt they could be improved. With the group attracting wider investment they needed a partner to sustainably drive growth to the next level.
The first step was to analyse and assess Pagabo Group’s existing PPC and SEO campaigns. Working collaboratively with Pagabo Group’s internal marketing team supported our understanding of their different service offerings. From there, we developed a strategic plan of action to increase performance across the board.
As well as delivering digital marketing services, our collaborative approach meant we could bring the internal Pagabo Group team up to speed on effective PPC and SEO practices. While we’d be doing most of the PPC and SEO work, the internal team would still be involved with adding and editing website content. They were keen to understand best practices and build good habits.
Using SEO best practices and keyword sentiment matching to improve SEO performance
With any SEO campaign, the basics must be in place first. A solid technical foundation, well-produced content, and clear onsite markers are vital for Google. So, that’s exactly the approach we took with Pagabo Group. And the results speak for themselves.
First, we undertook a detailed technical, content and link audit across each brand to identify areas for improvement. These audits highlighted the following core points we needed to address to start growing each brand.
- Building technical foundations
- On-page keyword optimisation
- Ongoing supportive content
- Migration support
Building technical foundations
We methodically reviewed each brand's website to identify any technical issues or blockers. This highlighted several problems that needed fixing before we could start working on increasing visibility. None of them were major blockers, but they needed to be addressed to give the sites the foundation they needed to grow.
These issues included things like:
- Temporary re-directs
- Lack of sitemap
- Duplicate meta titles and page descriptions
- Incorrect HTTPS implementation
- Login and account pages being indexed by Google
In total, we fixed over 70 technical issues of varying severity. Most of them were fairly minor in scope, but they all add up and getting the small things right compounds over time. Fixing them early gave us a much better foundation to build from, and gave good content a much better chance to rank well later.
Targeting core commercial terms with on-page optimisation
Wherever possible our teams work together to make sure clients get the best value and results. So, we cross-referenced SEO keyword research against existing PPC data to identify terms that were relevant and performed well commercially. This helped us prioritise the most valuable keywords to target.
We matched keyword sentiment to key pages on each of the group’s websites, then optimised content for those keywords. This meant expanding content where necessary and ensuring that the pages were providing the content that users searching for those terms wanted.
Once we’d optimised the existing pages, we built new pages to fill in the gaps we’d identified from the keyword sentiment analysis. This meant Pagabo could target areas of the market they hadn’t previously realised were available.
Maximise relevancy with supporting content
We monitored performance constantly to understand which parts of the website were performing well and which would benefit from more changes. We used this data to create a detailed content plan, including a series of in-depth guides and articles. Some of the content increased relevancy for core commercial terms, while some was designed to target informational terms higher up the marketing funnel.
Sypro: Complete Guide to NEC Contracts
We identified that there was substantial search value around informational content explaining the different types of construction contracts Sypro worked with. So, we created a brand new NEC contract guide, optimised for relevant, high-value keywords. It became one of the top traffic-driving pages on the site.
A month after launch, the NEC contract guide was the third highest traffic driving page organically. A month later, it was the highest traffic driver, outperforming the homepage by 50%.
Loop: Your Complete Guide to Social Value
We spotted that Loop had two similar social value guides competing for the same keywords. So, we merged these pages to prevent problems with duplicate content, and optimised the new, combined page for highly relevant keywords. It’s now the second-highest traffic-driving page on the site, driving almost half as many clicks as the homepage.
Executing successful migrations
Pagabo needed help migrating their new redesigned and redeveloped website. Our SEO team supported this process, making sure that rankings and traffic transferred from the old website to the new one.
The key to a successful migration is in the planning and preparation. With Pagabo, we were part of the discussion early in the process, allowing us to work closely with their developers and designers. That meant we could carry out our migration process smoothly and efficiently, with only a minimal drop in visibility (that most site migrations experience). That visibility returned and began to grow just a few weeks later.
Following our SEO work, traffic and enquiries for all three Pagabo brands increased significantly. More importantly, the quality of the enquiries generated was much higher than in the previous six months. This meant the sales team at Pagabo Group received high-quality leads from an engaged audience, which improved their chances of securing new business.
- 239% increase in organic traffic, year on year
- 1809% increase in organic leads, year on year
- 462% increase in organic conversion rate, year on year
Solid PPC foundations enable swift building
Long-term PPC success needs a solid foundation. This gives the account the data it needs to expand and scale well. When we audited Pagabo Group’s PCC accounts, we found several core areas to work on for consistent growth.
- Accuracy of data and tracking in Google Ads and GA4
- Using ad copy and landing pages to match customer intent
- Leverage remarketing to maximise every visitor
- Maximise data for value-based bidding
Accuracy of data and tracking
Accurate data tracking is essential to understand how ads are performing. We identified several issues skewing report data in Google Ads and GA4 when investigating Pagabo Group’s tracking setup. This meant there was no solid foundation for optimisations.
Collaborating with Pagabo Group's internal team meant we saw accurate report data in both platforms. Then, to maximise the value of this data, we integrated it with their CRM, HubSpot.
This meant that we could be confident all the data being reported on was accurate, and everything the marketing team and C-suite were looking at was reliable. It also gave us a foundation to add value-based bidding, which we implemented later as the accounts matured.
Targeting customer intent with Ad Copy and Landing Pages
We used the keyword sentiment analysis we did with the SEO team to review all ad copy and landing pages. Then we optimised them to more closely match customer intent, while moving them closer to recommended best practice.
Because the services across the Pagabo Group’s brands are so complex, many of the higher-volume searches were informational. We needed to reflect that intent in ad copy to increase CTR, and make sure that expectation was met when visitors landed on the site.
These changes had a tremendous effect on CTR, CPC and conversion rates. They drove significant growth early in the relationship while laying a great foundation for further expansion.
- CPC’s reduced by 14%
- CTR increased by 20%
- Conversion rates improved by 89%
Utilising remarketing to make every click count
As our PPC campaign matured, and with increases in site traffic and visibility from organic SEO, the next step was to maximise the value from every visitor to site. This meant introducing remarketing.
Remarketing let us target users who had visited the site already based on their intent levels. So, we could then tailor remarketing ads to high-funnel users who had visited information and guide pages, as well as users who had arrived through high-intent Google Ads keywords. We could put the Pagabo Group’s message back in front of these users at a fraction of the cost, making sure we were maximising the impact of every click.
We combined this with a first-party customer match list, which gave Google even more data about the type of customers Pagabo Group were looking for.
The result of this speaks for itself;
- 31% lower CPL
- 72% higher CTR
- 11% higher CPC
Maximise data for value-based bidding
As the account matured, with our constant optimisation, we were able to implement value-based bidding to improve results even further.
The Pagabo Group allowed us the freedom and budget control across their brands to direct the ad budget where it would be most effective. An in-depth review of past performance meant we could identify patterns in intent across the year for each brand. We created a new budget approach based on this research, taking into account various roadshows and events, so we could spend more when intent was higher, and less when it was lower.
Expanding through broad match testing and enhanced conversions
Once the account was running and converting efficiently, we spent time expanding and researching new areas we could push to deliver better performance across Pagabo Group brands. We ran broad-match testing to capture more of the potential market, further improved quality scores by improving landing page experience, and we implemented enhanced conversions to give Google more signals to improve performance.
This was only possible because we’d already built a solid foundation for the account. It allowed us to grow Pagabo Group’s market share significantly and sustainably.
The overall impact across the various brands was significant;
- Sypro saw 64% lead growth year-on-year from PPC activity
- They also saw a 23% year-on-year cost per lead decrease
- Pagabo PPC leads grew 361% year-on-year
- And their lead cost decreased 76% year-on-year
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Our Work
We’ve worked with a variety of companies to produce outstanding results. From internationally recognised brands to small family-owned businesses, we’ve gotten to know our clients inside out to produce perfect projects and create captivating campaigns that truly express their message and values.
