2011 Gold Best use of search, natural and paid-for

01 Dec 2011

Client Dairy Crest

What is wonderful about this work? We used a search engine marketing campaign to drive online acquisitions for Dairy Crest’s milk&more, plus SEO, PPC and link building. SEM activities now account for 55% of acquisitions and we’re #1 on Google for ‘milk delivery’ and ‘grocery delivery.’ CPA from PPC activity is 0.25 of target at £1.39. The cost per acquisition through PPC was reduced by 28% when tactically coupled with TV.

What details of the strategy make this a winning entry? 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 we were 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. We determined keyword volumes and habits as well as favourite sites, blogs and social spaces. We created an integrated PPC and SEO campaign to build awareness, drive registrations and support the overall campaign. SEO was used 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; and PPC to drive acquisition at under £5 CPA.

How did creativity bring the strategy to life? 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.

Results We have been highly effective in driving consumers to register online. We ‘own the SERP’ by having multiple results for local searches like ‘milk delivery addlestone’. This is growing awareness, local share of voice and local registrations. Our blogger outreach programme has built a network of mummy bloggers, engaging with communities and creating an ongoing buzz. Compliments and complaints can be used to promote and continually improve the service. Success in natural listings has allowed us to dominate not only milk-related terms but also keywords for the 250 other products. SEO techniques are used to increase authority and positions and promote new products and offerings on blogs, forums and social spaces.

Judge's comment:““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

Team Nick Beck – Managing Director, Faye Farman – Client Service Director, Ollie Vaughan – PPC Director, Nick Christian – PPC Manager, Juan Vargas – SEO Director, Neil Goddard – SEO Manager, David Brooks – Affiliate Manager

Hear more from the DMA

Please login to comment.

Filter By

Connect to

Are you looking for a...

Choose a business type

Choose a business type

Choose a business type

and/or enter a company name, postcode or keyword

2011 Gold Best use of search, natural and paid-for

Comments