Manufacturing case study, 2014 to 2015
Cut ExpressColour's acquisition cost 4.5× by realigning SEM and SEO.
A boutique commercial printer in Singapore bounced back from a property market crash. We rebuilt its Google Ads and SEO. CPA fell 4.5×, and sales grew 30% from a wider mix of clients.
Sales volume rose 30% after the Google Ads and SEO work.
Cost per conversion fell 4.5×.
Ranked on keywords searched 1,650+ times a month.
CLIENT SNAPSHOT
The brief
A Singapore commercial printer with 25 years in business, making flyers, postcards and brochures.
ExpressColour is a well-established commercial printer in Singapore with 25+ years of experience. Most of its work came from real estate agents, through referrals and reputation. Then Singapore's 2013 property downturn wiped out its biggest client group. It turned to search to reach broader markets.
The problem
$2 CPCs against budget printers, low-quality clicks and no organic presence.
The company's first try at search ads ran into "cheap printer" CPCs of about $2, with weak conversions. Cost per conversion averaged $150.92. The website ranked unevenly and missed organic traffic from 1,600+ monthly searches across 4 key terms.
What we did
Stop competing on cheap. Stand out on speed, quality and reliability.
We reworked the whole search strategy from top to bottom.
A negative keyword strategy cut the waste from "cheap" searches. We sped up the website and aimed SEO at the right search terms. We also rebuilt the ad groups to stress speed, reliability and quality, the things that set the company apart.
BARS SHARE ONE SCALE PER CHART. BEFORE IS THE STARTING POINT.
Cut wasted spend on bargain hunter searches.
First-page ranks for 1.65K monthly searches.
Copy about speed, reliability and quality replaced the "cheap" angle.
Retail and F&B alongside real estate.
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