Proud partner
Case
B2C
E-commerce
SEA
SEO
Smart SEO and SEA campaigns at peak times: the foundation of success
Toy shop chain in the Netherlands
Top1Toys has been in business for over 20 years and is synonymous with service, advice and quality. The toy shop stocks a wide range of toys. In the spring of 2019, we launched the campaign and tackled it jointly with web developer Stimmt. The focus was on increasing turnover and boosting the proportion of online sales generated through SEO.
SEO strategy
We began the campaign by optimising the technical aspects, as the foundations were not yet solid. This yielded immediate results, but we also realised that there was significant scope for further optimisation by implementing a clear site structure. For example: the online shop could be found at /lego and on product-specific pages, but not at Lego Fire Brigade, as this search term was filtered out. Filter pages were not indexable by Google, so we set about restructuring the site so that /lego/fire-brigade could also be indexed.
We are still in the process of implementing this approach, but we are already seeing that the technical adjustments and content expansion of the webshop are making us increasingly easier to find. The percentage of turnover generated by SEO has also grown, as we are not becoming more widely found but are instead becoming increasingly easier to find for key search terms.
Looking at the figures, we see an 81 per cent increase in organic traffic compared with the previous year.
Objective
We carried out the SEO work to achieve the following objective: a 10 per cent increase in turnover from online channels compared with the previous year. We maintained an overview of the turnover in Google Data Studio, and this shows that the second half of the year contributed most to the growth.
Top keywords are on the rise
We appear on the same URL for the search terms ‘Barbie’ and, for example, ‘Barbie toys’. We have therefore optimised this technically. At the start of the campaign, we were ranked 37th (1 June 2019); we are currently ranked between 4th and 7th. We fluctuate within this range for a keyword with a monthly search volume of 40,500. Thanks to these technical adjustments, we are therefore becoming increasingly visible for high-volume search terms.
Rapid organic results
40.5K
Monthly search volume
+64%
Higher turnover in 2019
Focusing on what matters most at the crucial moment
Alongside the SEO campaign, the SEA campaign is also a key focus. Between October and December, turnover rises extremely sharply, with November generating 10 times as much turnover as in a typical month. This is due to Black Friday, Sinterklaas and Christmas. During these peak periods, we deploy strategically planned campaigns. For example, campaigns featuring products priced from 0 to 5 euros at the start of the Sinterklaas period – these are, after all, inexpensive gifts to put in children’s shoes. As the period progresses, we shift our focus to the more expensive gifts that people tend to buy. We analyse this on a day-to-day basis, using historical data. This results in a highly dynamic advertising mix that varies from day to day and allows us, for example, to quickly identify when certain gifts are ‘hot’. Thanks to this approach, we managed to generate 64 per cent more revenue in November 2019, and ROAS increased by 20 per cent.
Focusing on what matters most at the crucial moment
In 2020, we began gradually implementing Smart Bidding and smart campaigns, using a campaign structure that responds to specific themes and brands. When we (based on Ads data) or the client (based on market knowledge) see that a particular theme is becoming ‘hot’, we are able to scale up quickly to capitalise on it. This allows us to make the most of the moment. Examples of such moments include:
- Games and puzzles: the hype during the coronavirus pandemic
- Lego hype surrounding the programme ‘Lego Masters’
- Extremely hot weather for water toys
We have also managed to partially automate the latter by linking real-time weather data to product feeds. Through the implementation of smart campaigns combined with thematic targeting, we are able to maximise returns from the current budget. Compared to last year, the ROAS has increased by 350 per cent!
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