Following an unsuccessful stint with another digital agency, Powered by Search was recommended to FedEx Canada by their US counterpart.
FedEx Canada’s organic reach was lacking due to their focus on mismanaged PPC efforts in the past, and their brand perception suffered. Over time, FedEx became perceived as an expensive and inflexible carrier.
Together, we established an ambitious goal: return FedEx Canada to its former digital glory through on/off page SEO and optimized PPC campaigns.
We began by reducing overall PPC spent reconfiguring budgets to target more specific verticals. Furthermore, we evaluated and modified existing retargeting tactics. This was done so that our PPC campaigns would complement our SEO efforts instead of acting as the sole crutch. Some of our tactics included:
- Mobile ‘Click to Call’ Site Extensions
- Multiple Display Networks
- Gmail Ads
- Remarketing Search Ads
- Remarketing Display Ads
In terms of SEO, we optimized tonnes of content to drive search engine rankings for product and service keywords. With a rise in visibility, rankings, and improved PPC performance, now we were seeing results. Here’s an example of a high-converting Gmail ad that drove 84,000 clicks.
Most marketers tend to focus on just AdWords, not thinking about where potential customers might be online. We took a more holistic approach with FedEx Canada which has resulted in fantastic campaign performance in 2015 and we’re even more excited for 2016.