We broke the strategy down into 4 key areas:

REGION SPECIFIC PAGES
The high competition on relevant keywords meant we couldn’t compete with the industry leaders by optimising toward generic search terms. Instead, we cerated landing pages for precise locations near Manchester, e.g. “skip hire in Bury” and were able to rank on page one as a result.

LASER TARGETING
Having a limited budget meant there was no room for click wastage. We created various custom events on the website, to identify the high value users based on what actions they take, and utilised this data to quickly create exclusion lists, that ultimately narrowed our target audiences and improved our ROI.

DIVERSE CREATIVE
As new players in the Skip Hire industry, it was essential that PPOC were able to set themselves apart from its competitors. Our design team tested various creative concepts on Meta, such as “Us VS them” ads, and “Customer Testimonials”. This communicated the value proposition of the business while establishing trust through social proof.

MULTI CHANNEL RETARGETING
Given the high CPC’s that were a result of the fierce competition, raising brand awareness was essential. We utlised a variety of objectives on Meta to drive high quality traffic to the website with the intention of increasing branded search traffic via Google Ads. Similarly, we segmented users that reached the website through multiple channels and retargeted them with conversion led messaging.