What We Did
Strategy, SEO, Web Design, Social Media, Pay-Per-Click Marketing
MUV has worked with Playdale for over 7 years, providing a vast range of digital marketing services comprising; SEO, Web Design, Web Development, Social Media and Pay Per Click.
Playdale have an in-house marketing team, with whom we have a close working relationship.
SEO
Our journey with Playdale began by undertaking work on the organic Google positions, following a Google Penalty which the company had been subject to.
Our key goal was to recover positions on Google which had depreciated and ensure the company was found for a volume of relevant and important keywords within the Playground Equipment sector.
Over the course of 7 years, MUV has helped Playdale to develop their online presence and position within Google Search. By maintaining a solid site structure, having an ongoing content strategy, and working to constantly improve the user experience, we have helped to maintain Playdales strong position in the space.
Our work on organic search has included identifying key areas of the website which required improvement in order to improve the conversion rate. For example, we have developed several customer enquiry forms which each time have improved the visitor retention and conversion levels.
Strategy, Web Design & Social Media
Strategy
Team MUV work closely with team Playdale. We have regular meetings to brainstorm strategy collectively, and to establish goals and targets. Our close working relationship ensures that we have a strong understanding of work happening within Playdale, and the marketing team within Playdale are on-board with the work being undertaken by MUV.
Web Design
Our ongoing marketing work has enabled us to identify areas within the online presence which needed improvement. This often has included various sections of the website, which we have constantly worked on be designing and developing in order to improve the user experience.
We have worked closely with Playdale’s in-house brand designer, to ensure changes made to the website are done in a way consistent with the Playdale brand, but always working together to show improvements.
In recent years we have worked on the development of a store front, where users can purchase spare parts for existing equipment. A catalogue of several thousands products which is developed on the Woo Commerce platform.
Social Media
In 2018 we identified that in a sector where lead generation is expensive, there was potential to increase work within social media for the business, in order to improve brand awareness, re-engage with potential clients, and generate enquiries.
MUV manage paid social media campaigns for Playdale, which includes the design of imagery for Ads, working with Playdale’s marketing team on video creation, analysis of the performance of audiences, as well as split testing ads to drive higher conversions.
All of our work for Playdale is undertaken with a view to working within the boundaries of their brand ethos, their budgets and with a view to meeting and where possible exceeding their regularly reviewed conversion targets.
Pay-Per-Click
We started managing Playdale’s Google ads in January 2016, this had previously been managed in-house for several years. The strategy was to ensure a flexible approach to new strategies made possible through the paid ads, promoting the brand ethos through the ads and discovering new opportunities to increase traffic and improve cost vs conversion. The main core of the traffic has been through their search ads campaigns but has also included display, video and shopping campaigns. We also manage a smaller budget for them on Bing (now Microsoft Advertising) which offers an additional source of traffic, often at a lower cost per click.
Our focus initially was to tighten up the targeting on existing keywords within the campaign by removing broad keywords that had been underperforming. There is fierce competition within the sector so this has continued to play an important role in ongoing management alongside identifying new keywords to drive traffic and conversions. We report monthly on the campaign performance in relation to the set budgets and conversion targets.
Since Jan-16 we have seen an increase of 200% in their click thru rate across the account, which in spite of ever increasing competition has resulted in a lower cost per click. We also work closely with the SEO team to identify opportunities for boosting organic ranking on top performing keywords, carry out regular keyword research to identify and promote new product areas and advise on opportunities for improving conversion rates, such as the introduction of 3rd party customer reviews.
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