organic revenue in 2019
increase in ROAS year on year
reduction in advertising spend
more traffic visiting the Phoenix website
The challenge for Phoenix Health & Safety was to create a balance between its paid and organic search. Historically there was an over reliance on pay-per-click advertising which was cannibalising organic rankings and effecting ROI.
The client’s main objective was to increase revenue by 10% on the previous year. Over a 12-month period we completely restructured its pay-per-click advertising accounts to optimise performance. We conducted in-depth research into key search terms used for health and safety. We then used the data to build a content calendar based around specific keywords which targeted organic search terms whilst carefully creating highly targeted campaigns and ad groups for the key terms we didn’t have organic visibility for.
Once the new strategy had been implemented the results were clear. Organic revenue increased from £1.8 million in 2017 to £2.2 million in 2019, return on advertising spend rose by 21% year-on-year and Phoenix reduced its PPC spending by £130,000. With the introduction of optimised social media and website content, traffic to the Phoenix website increased by 20%, meaning the business recorded its best back-to-back revenue months in June and July. There was also a reduction in budget wastage whilst maintaining Phoenix’s dominance in ad search engine results.
Managing Director Phoenix Health & Safety