Joining up SEO and PPC to drive visibility and conversions in new markets for the global office broker
Services: SEO | Paid search
To aid in Easy Offices’ strategic goal of becoming the biggest office space broker globally, Croud was tasked with understanding how to create efficiencies in their global PPC budget, whilst gaining visibility organically outside of the UK for the first time.
Although Dynamic Search Ad (DSA) campaigns for Easy Offices in the UK had driven increased leads, enquiries and deals, this wasn’t feasible internationally due to a lack of content aimed at the rest of the world. With the site listed as noindex nofollow, this meant that Google couldn’t crawl the site to run DSA, nor did we have content in place to support the domain becoming visible across international SERPs.
As such, the PPC and SEO teams had to work closely together to come up with a data-driven strategy to drive visibility and conversions for outside the UK.
The Croud difference
The first point of action was in-depth analysis to determine which markets should be prioritised in terms of content production and roll-out. Combining organic and paid data, the team looked at everything from the current competition to the commercial value of each market, giving each English-speaking market a percentage score based on these metrics.
Based on this analysis, Australia came out as the most promising market. By analysing a recent search query report from PPC, the team gained an understanding of local market search behaviour, meaning that all content was data-led, targeting key terms that had proven to deliver results for PPC in the Australian market.
We then utilised our global Croudie network, Croud’s network of on-demand digital specialists, to write highly localised, unique copy for 12 Australian cities, and 83 office centres in those cities.
The DSA campaign drove impressive results across the board for Easy Offices. Looking at the four months prior to launch versus the four months post-launch, Easy Offices saw 608% more clicks, whilst cost-per-click was down 20%, and conversions increased by 440%.
Setting the stage for further international expansion for Easy Offices, the campaign was also recognised as the Best Integrated SEO & PPC Campaign at The Drum Search Awards.
increase in impressions
increase in conversions
Croud has a truly integrated approach to digital marketing, and this campaign is a great example of the synergy between their SEO and PPC teams. By taking a smart, methodical approach to the challenge of driving international visibility and enquiries for Easy Offices, Croud has set us up well to achieve our goal of becoming the number-one office broker globally.
Digital Director, Easy Offices