Search marketing case study - Milk and More

Objectives

Dairy Crest owns a door-to-door milk delivery service and www.milkandmore.co.uk: 250 essentials delivered by a local milkman. In June 2010 Tug was briefed to use SEM to grow awareness, increase visibility around local depots, gain share of voice and compete against alternative online groceries. We had to integrate with TV, radio, print and display to drive volume of quality site traffic and increase registrations and orders.

Tug delivered a multi-channel campaign: SEO to gain visibility for expensive, competitive terms and drive natural traffic; social SEO to distribute content and assets; PPC to gain visibility for cheaper long-tail terms; Affiliates and PPC to drive acquisition at under £5 CPA.

Srategy and targeting

We worked with the digital agency to open up core content and create optimised landing pages, as well as distributing content offsite. We identified content gaps and optimised for target keywords and social bookmarking. Assets included articles, press releases, video and guest blog posts. Local optimisation included maps, Q&A sites and depot profiles.

Our PPC campaign targeted brand, product, category and competitor keywords served across Google, Bing & Facebook - including tablets and mobiles (to capture shoppers coming home from work). We tested copy weekly and rotated price and offer-led messages. Brand PPC site links were implemented to deep-link to promoted pages. SEM also supported a national TV campaign, reflecting the TV offers and products. Voucher code, Cashback and Content Affiliates were tested for customer retention – giving the best promotions to the best sites.

Results

• SEM activities now account for 55% of acquisitions
• #1 in Natural Search from SEO for 'milk delivery' and 'grocery delivery'
• CPA from PPC activity is well below target at £1.39
• CPA through PPC was reduced by 28% when tactically coupled with TV
• Gold Award in the 2011 DMA best use of Search category

"This campaign really pushed the boundaries, taking a functional search strategy to another level. Not only did it demonstrate the full potential of what search can achieve, but it delivered depth within each aspect, driving some fantastic results."

Phil Nunn Draft FCB Judge

Download the full case study here.