We worked on improving the content gaps between SEM & SEO.

Not going as per the conventional way, we actually visualized, compared and mapped different search term (brand relevant) with their Google search results & accordingly planned to increase the ads/SEO listing size by using extended sitelinks and other extensions for both SEM & SEO.

Our Creative idea was focused to give user a never experienced before results & to expand our optimization to deeper content and richer media.

Implementation:

We split our high volume and high converting keywords into 4 quadrants to identify area of opportunity

(1.) Low CTR, low TCR

(2.) Low CTR, high TCR

(3.) High CTR, low TCR

(4.) High CTR, high TCR

We improved & utilized the communication to richer media & deeper content across paid search & organic search results. This helped us in improving the User intent (increased CTRs) & also lead to significant improve in the TCR (conversion rate).

Note: CTR – Clickthrough rate, TCR – Transaction Conversion rate

Timeline: It was carried as an ongoing process under the part of optimization carried for Ad & organic rank.

Placement: Google organic & paid search results

Scale: The overall implementation was on 90% of traffic volume i.e 4mn+ airtel prepaid recharge searches.

Overall revenue in Brand & Generic saw an uplift of 18% to 57% respectively.

• In Brand category – Click share increased by 27%, Conversion numbers increased by 11%.

• In Generic category – Click through rate & Conversion numbers increased by 48% and 57% respectively.

With the combined optimisation power of paid and organic search contributions, we created a never experienced before results.

Expanded our optimization to deeper content and richer media.

And took the dominance in search results to the next level!