Thena is a customer engagement platform fully integrated with communication channels like Slack. The platform keeps track of all the shared channels with the customers, organizes the customer channels according to their requests, connects with an internal tool, allows for customer escalations, notifies the respective teams and provides real-time behavior analysis. Thena approached us to improve their search engines and solve multiple PPC issues.
Challenges and Solutions
Case 1 – Page Crawling issues
Upon receiving the client’s request, our marketing team thoroughly reviewed the website performance reports within Google Search Console. Our analysis revealed that Thena’s website encountered a significant predicament concerning search engine bots crawling and indexing its pages. This trouble led to low search engine rankings and limited organic traffic, ultimately impacting the website’s overall visibility and success.
Our team took a thorough approach to assess the technical SEO of the website. We conducted a thorough technical SEO audit of the website to identify crawling and indexing issues.
Fix broken links, 404 errors, and other crawl errors to ensure search engine bots can access all pages. Optimize XML sitemaps to help search engines discover and index important pages.
Implement proper redirects (301 redirects) for any outdated or redirected URLs. Ensure that the robots.txt file is correctly set up to allow the crawling of essential pages and disallow irrelevant or duplicate content.
Use canonical tags to resolve duplicate content issues and ensure search engines index the preferred version of a page.
Case 2 – High Spam Score
Upon further analysis, the website appeared to have received a high spam score. This could be attributed to past SEO strategies implemented by the site or the use of low-quality and toxic backlinks that negatively impact its online reputation and search engine rankings.
After resolving the page crawling issues, we did further analysis to solve the high spam score and detect low-quality or toxic backlinks. Our SEO experts use various SEO tools such as Google Search Console, Ahrefs, or SEMrush, which can facilitate the task of identifying any harmful backlinks.
Once these toxic links were pinpointed, our experts created a disavow file containing the harmful backlinks’ URLs and submitted it to Google Disavow Tool to disassociate the website from those links.
Furthermore, we focused on building high-quality, authoritative backlinks through outreach and content marketing to improve the website’s overall backlink profile.
Case 3 – Keyword optimization for better clicks and impressions
Following the SEO issues, the project also faced PPC issues, like the keywords were not optimized properly, which could have resulted in lower ad relevance and click-through rates. Consequently, ad spend may have been wasted, and conversion rates could have suffered.
The limited visibility and exposure of the ads contributed to a lack of attention from potential customers, resulting in lower website traffic and fewer leads generated.
As the solution to the keyword optimization, we conducted an extension keyword research to identify relevant keywords with high search volumes and business objectives. We organized the identified keywords into well-structured ad groups based on themes and relevance.
Following this, we effectively used keyword match types like phrase match and exact match to target the right audience. We continuously monitored and refined the keyword list based on performance data and user search behavior.
Our experts crafted compelling ad copies with clear value propositions and strong CTAs for better clicks and impressions to increase ad relevance and attract clicks. With this, our experts also used ad extensions like site links, call extensions, and structure snippets to provide additional information and improve ad visibility. Also, we optimized ad scheduling to display ads during peak hours or when the target audience is most active on the platform.
Case 4 – Poor Ad Rankings
Our analysis showed that the ads did not meet the required quality standards, leading to decreased ad rank and increased cost-per-click (CPC) fees. These factors ultimately harmed the overall performance of the ads.
As a solution to this issue, we constantly monitored the advertising campaign and made necessary adjustments to bids to maintain a balance between ad position and cost per click, guaranteeing the success of the advertising campaign.
During the process, we also noticed that the project must have optimized ads, a better landing page experience and high click-through rates, for which we recommended creating tightly themed ad groups with relevant keywords and ad copies that are closely related to the content of the ad group. The method significantly improved ad relevancy, thereby increasing the possibility of achieving a higher quality score.
Case 5 – Use of a very limited budget
The client was very tight on its budget and had set the monthly PPC budget at $2000 only. Hence, we needed to maximize the impact with better ROI with a minimum budget.
The budget of $2000 was one of the biggest challenges for us. Hence, we had to choose a strategic approach when selecting campaigns and ad groups and maximize the allocated budget. As a part of this solution, we prioritized those with a high conversion potential and return on investment (ROI) and focused on keywords, and ad sets with a proven track record of success and can deliver optimal results would be a smart move given your limited resources.
We also used one effective method for optimizing your spending, setting bid adjustments based on the performance of different devices, locations or demographics. The approach ensured the budget was allocated to the most effective areas and that the client for the most out of the ad budget. Ultimately, a data-driven approach is key to budget allocation success. By carefully analyzing the performance metrics and adjusting the strategy accordingly, you can achieve the best possible results for your business.
Case 6 – Low Click-through rates and boosting bids
Based on the data analysis, it has been observed that the Click-Through Rate (CTR) of the client’s ads is below the industry standards. This indicated we needed to adopt effective bid optimization techniques to improve the client’s ads’ visibility and overall performance.
For this challenge, we performed the A/B testing on various ad copies, visuals, and landing pages to determine which variations perform best to enhance the effectiveness of the ads. Analyzing the conversion data, we adjusted the bids and improved the ad rank, increasing visibility and engagement.
Another effective strategy we considered is incorporating dynamic keyword insertion into ad copies, which helped us create more targeted and relevant ads for different search queries. Adopting these techniques helped experts optimize the client’s ad campaigns and drive more traffic and conversions to their website.
Here are some real evidence 👇