brand building strategy
Integrated strategy achieves 33% of unique visitor share
33.3%UNIQUE VISITORS SHARE OF MARKET
350%INCREASE IN ORGANIC WEBSITE SESSIONS
"From the moment we get going the process was smooth, transparent and the communication was great. Not only we recieve valuable web design advice we also recieved great conversion insights and knowledge. Thanks to Whizzystack team for doing what they do. "
– Charlie (Managing Director)
Since 2020, Whizzystack’s SEO and paid media teams have been working with Topps Tiles, and last summer, Topps asked Impression to demonstrate the value of branded paid search versus solely relying on organic search, as well as how both can be integrated to improve overall performance.
Our existing paid search strategy was performing well, however, we saw the opportunity to push the account to the next level and help Topps Tiles dominate the market. Topps Tiles wanted us to investigate if paid search activity was cannibalizing organic efforts. If it was, then this would provide the opportunity to invest time and budget elsewhere.
Whilst investigating, we also had to ensure:
That our efforts did not jeopardize overall revenue and ROAS for the business.
That Topps’ wider business goal, to secure one-third of all unique visitors in the market, was still a top priority
We monitored activity throughout the testing period, looking at impression volume, branded traffic, CTR and conversions from the brand term in our control and test locations. These metrics allowed us to determine whether switching off Brand impacted visibility, traffic and on-site revenue.
How could we future proof our insights?
Too often when testing brand incrementality, businesses are sometimes inclined to switch off completely, and compare results either vs. previous period of previous year. This wouldn’t allow for context to be taken into account.
We chose a period where minimal external factors would come into play – stores were back open, lockdown had eased and no sales were running. Therefore, we could compare two test groups within a controlled period, and be confident that the results would sustain relevance.
We successfully achieved significant, actionable results through an innovative and collaborative approach. A test of this nature was entirely new but our client trusted our judgement.
Important key performance indicators (KPIs).
- Robust Testing Methodology
- Incremental Brand Testing
- Brand Strategy Development
- Social Media
UNIQUE VISITORS SHARE OF MARKET
INCREASE IN ORGANIC WEBSITE SESSIONS