Quick Tanks

Q1 in 2023 saw Quicktanks grow an unprecedented amount with ad costs and revenue seeing record highs; due to increased demand from people replacing their kit, as a result of new guidelines. 

Once most users had replaced their systems, the market faced a large contraction of the available market which affected volume for all sellers, despite costs and traffic remaining high. 

Our strategy with QuickTanks prioritised eliminating cost waste at every stage of the ad journey, allowing Quicktanks to retain their presence, competitiveness and performance, on a lower ad spend against high-budget competition.

Here’s how we did it:

Advanced Product Matching

The 12 SKUs available were often being mismatched, with specific dimensions and safety features being served against the wrong queries. 

An advanced structure of shopping campaigns was constructed to ensure specific searches were met with specific and correct SKUs, while presenting the cheapest and best-selling SKUs to searches that do not specify dimensions.

Adopting New Tools

New ad formats, value-based bidding technology and imagery capabilities have all been employed to improve ad quality, and reduce the cost per click and subsequent cost per sale. 

Detailed Profit Auditing

We collaboratively reviewed the cost of goods, shipping, and other profitability attributes to form sustainable minimum-return targets, ensuring the account could maximise reach within a declined market, without sacrificing profit. 

These tactics combined with the aggressive exclusion of low-converting audiences, keywords, and demographics, helped improve profitability during challenging trading conditions.

Key Performance Stats: 

Return On Ad Spend was maintained, at 900% ROAS throughout. 

Top Impression Share increased from 49% to 88%, with the exclusion of low-converting audience targeting. 

Click Through Rates and Cost Per Clicks were maintained throughout at 1.7% and ~£1.60.

All despite adopting highly aggressive targeting tactics.

Some optimisations uncovered in our SEO audit include: 

Making the newsletter, featured in the footer, clickable. To improve the user experience and improve sign-up uptake.

Updating Meta titles, to prioritise converting target keywords.  To improve organic positioning for targeted keywords.

Updating Meta descriptions. To enhance CTR of the website and further improve positioning. 

Add image alt text. To improve the user experience and accessibility of the website; as well as improving organic positioning for targeted keywords.

Create Google Business Profile and Bing Places for Business Profile. To improve local SEO, improve credibility and help users find information about the business quickly and easily.

Local Business Schema. This is a piece of code that helps search engines understand details about the business such as location, phone number, opening hours, email address etc.

Creating dedicated landing pages for product specification (capacity and shape), rather than having a filtering option on all products. To improve ranking in search results for specific products and specification for increased traffic; as well as improving the user experience, guiding the customer through the buying journey and improving conversion rates for higher sales. 

Reviewing the heading hierarchy and use of headings. To ensure the website is optimised for ranking for high-intent, converting keywords. e.g. updating the H1 on the homepage from ‘Fast Free Delivery’. 

Implementing technical fixes, including 404 redirects, security and capacity for peak hygiene.

Our keyword research, content audit, competitor GAP analysis and search intent mapping identified the priority keywords that users are searching for when looking for heating oil tank solutions. 

Uncovering the keywords that are likely to convert means we can optimise the website to capture the high-intent users, send them to the website and generate a lead. Versus them visiting a competitor site. 

Some actions we’ve taken include:

Optimising the existing landing pages for keywords to improve ranking and CTR to generate website traffic. 

Optimising the pages for conversion, based on our best practice framework to maximise value from website traffic and generate increased leads/sales. 

Identifying opportunities and creating new landing pages for products, specifications and audiences that were missed for increased targeted traffic and valuable leads. 

For example, dedicated landing pages for product capacity and shape specifications, rather than relying on a filter on category pages. To capture the users who know exactly which product they need, to capture the search demand and generate sales. 

Removing duplicate content to avoid cannibalisation and improve Google’s understanding of the website. To increase website traffic, to the correct pages; thus improving the user experience and improving conversion rates.