What We Do
Google Ads, Paid Social, SEO, Ongoing Optimisation/CO, Web Design, eCommerce Design & Development, Magento Design & Development, WooCommerce Design & Development
For over 10 years, MUV has partnered with Playdale to deliver a comprehensive suite of digital marketing services, including Web Design and Development, SEO, Paid Social (Meta Ads), and Google Ads.
Our collaboration with Playdale’s in-house marketing team is built on a strong, close-knit relationship, ensuring seamless and effective marketing strategies.
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 that had depreciated and ensure the company was found for a volume of relevant and important keywords within the Playground Equipment sector.
Over 10 years, MUV has helped Playdale to develop its online presence and position within Google Search. By maintaining a solid site structure, having an ongoing content strategy, and working to improve the user experience constantly, we have helped to maintain Playdale’s strong position in the space.
Our work on organic search has included identifying key areas of the website that required improvement to improve the conversion rate. For example, we have developed several customer inquiry forms which each time have improved visitor retention and conversion levels.
Strategy
Team MUV works 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 is 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 that needed improvement. This often has included various sections of the website, which we have constantly worked on by designing and developing to improve the user experience.
We have worked closely with Playdale’s in-house team, 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 developing a storefront, where users can purchase spare parts for existing equipment. A catalogue of several thousands of products is developed on the WooCommerce platform.
Social
In 2018, we recognised the potential to significantly increase leads and results within social media for Playdale, particularly in a sector where lead generation is typically costly. Our goal was to enhance brand awareness, engagement, and lead acquisition from potential clients.
MUV manages Playdale’s paid social media campaigns, providing a full range of services including design, copywriting, content creation, and collaboration with Playdale’s marketing team on video content. We also handle performance analysis and ad testing to drive higher conversions.
Our approach is grounded in Playdale’s brand ethos and budget parameters, with a relentless focus on meeting and, where possible, exceeding their regularly reviewed conversion targets.
Year after year, we’ve increased engagement, awareness, and lead generation through Meta ads by targeting diverse audiences and implementing remarketing strategies. In 2024, we faced the challenge of delivering a substantial increase in leads to meet the company’s ambitious objectives. Before year-end, we have consistently exceeded our quarterly goals, and have delivered 200% more leads while reducing the cost per lead by 10%.
Google Ads
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.
Over the years, we have developed a deep understanding of the company’s ethos and product range, allowing us to remain agile and effectively meet rising annual targets. Despite the challenge of increasing competition and a 50% rise in average cost-per-click, we’ve successfully managed costs through constantly testing new strategies such as dynamic ads and performance max campaigns. We’ve remained flexible and reactive, to ensure we are responding to changes in the company’s strategy and objectives. We love working with Playdale and look forward to working together as they continue to grow and prosper.
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