T.C Boxes

We begin our winning integrated strategy with SEO. There are 3 core pillars to consider in every SEO strategy with those being technical, link acquisition and content. Technical looks at gaps and opportunities that require technical optimisations, link acquisition supports the technical findings with ongoing link acquisition and the content pillar helps identify the right keywords and phrases to target on your site.

Technical SEO looks at the behind-the-scenes of any website. Our onboarding process identified a number of technical findings that needed to be rectified to better the website performance and customer experience. Our findings looked at fixing unoptimised metadata and schema markup, rectifying incorrect sequence pagination, optimising GMB and creating new static pages in the website navigation. Fixing these issues will promote a better user experience, thereby increasing the organic rankings of TC Boxes’ website.

Linking addresses how authoritative or trustworthy a website is. A website that is linked to highly reputable sources will be deemed as a trustworthy site, and as a result, will help organic performance. TC Boxes started with a domain rating of 5, which was below the rest of the competition. Therefore, OMG looked at keywords with low competition like ‘ute tool boxes’, ‘ute storage box’, and ‘aluminium tool boxes’ (otherwise known as low-hanging fruit) to capitalise on to supercharge domain rating.

Out of the three types of content targeting, those being informational, navigational and transactional, OMG focused on optimising or creating content on the transactional level. This involved the creation and optimisation of category content by adding FAQs to ‘thicken’ pages, as well as expanding new page variants of main categories. As these are deemed important for Google, it was crucial we expanded the content on these pages to push TC Boxes into the top 3 positions. 

How did SEO fair for TC Boxes? Well in just 6 months the eCommerce brand increased website users by 135% and 140% in new users, which amassed to a total of 2,353 online sales, equating to over $3.5 million in organic revenue!

Upon onboarding T.C Boxes as a client, Online Marketing Gurus had discovered a healthy Google Ads account structure with clear branded and generic campaigns. In saying that however, there were still plenty of opportunities to grow and improve on the current performance as our Paid Media Gurus identified a couple of issues hindering further success and business growth.

Some of the issues OMG uncovered included limited testing of ad copy, messaging and themes, limited negative keyword exclusions leading to wastage in ad spend and bidding on a high quantity of keywords, rather than quality, further wasting ad spend.

With these issues in mind, our Gurus began with keyword optimisations as well as building out the negative keyword lists to minimise wasted ad spend. Additionally, we opted to utilise Google Shopping as well as Dynamic Search Ad campaigns to help scale the account once search ads were performing well.

Were our optimisations worth it? In 6 months we were able to help T.C Boxes achieve a 15:1 ROAS for Google Ads, generating around $1.5 million in total paid revenue.

Our social narrative began with a restructure of T.C Boxes’ Facebook account. The account restructure that OMG implemented placed a primary focus on developing separate marketing funnels based on different products T.C Boxes promote. Our social strategy was a two-pronged approach.

Firstly, this new account structure utilised product-based campaigns at both the TOF (cold audiences) and retargeting levels. Essentially, these campaigns will target different audiences based on interest or lookalike overlays featuring specific copy and creatives that align with the products being promoted.

Secondly, each product will then have its own MOF (Middle of Funnel) retargeting campaign that aims to retarget users who visited the specific product or product category pages that are associated with the campaign. Using T.C Boxes “toolboxes” range as an example, OMG will retarget users that clicked on a specific URL that contained the word “aluminium-toolboxes” and “steel-toolboxes”.

How were the results from this social narrative? In 6 months T.C Boxes saw impressions increase by 366%, landing page views increase by 172% and an increase in clicks by 163%. This led to a 1,025% increase in social purchases, equating to an almighty 596% increase in social revenue.