ADWORDS & SEO

Adjustment of the website and it's AdWords campaign

I was responsible for correcting and adjusting the AdWords campaign for Dunlop Conveyor Belting. My job was also positioning their main website higher in Google search results without the cost generation.

Before, there were approximately 300 keywords including the name of the company combined with their products. Nobody ever checked what keywords were effective, which should be invested in and what's the bounce rate.

First, I checked all the keywords in google to find out under which the company is positioned organically. Then, I checked in keywords planner which words have most hits. I adjusted the campaign accordingly to the findings and left about 30 keywords.

Next, I added a negative word "Dunlop" because the website was positioned organically under it. All the chosen keywords are set to be moderately flexible.

At the same time, I took all pdf files with articles featuring Dunlop and posted them in the website's content as text with attached pdf (there was only a pdf file before and those are not recognised by Google). This way I enriched the content of the website for the positioning reasons.

After one month, I checked how the AdWords are behaving. I wanted to find out which generate most effective hits and whether to change bids or not. The keywords have been checked in terms of frequency of searches and value of visits on dunlopconveyorbelting.com. I adjusted the campaign accordingly.

In the result an acquisition shifted from paid to organic. Please note that the colors in the charts are switched.

Organic search is up by 2.4%, direct went up 2.6% while paid is down 5% which was the desired result.

Future recommendations:

1. Introduction of language versions of the website;

2. Adding foreign keywords to AdWords;

3. New, clear design of the website needed;

4. Meta tag app to be added to the website;

5. Adding Dunlop's introduction on distributors' & agents' websites along with the hyperlink to connect more links to the website and boost positioning.

Please contact me for more examples of AdWords and SEO management including website analysis & optimization, Display ads, and extensions.